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Pricing Page Checklist (Free)

This tool critiques SaaS and product pricing pages for conversion and clarity, not retail price tags. Audit your pricing page across five categories, get a score (0–100), critical blockers, top 5 prioritized fixes, and an A/B test backlog.

  • Fast checklist (5 min) or guided critique (10–15 min). B2C or B2B. Paste URL and/or page copy; complete the checklist across Clarity, Packaging, Objections, Trust, and Guidance.
  • Lint rules: fail on missing CTA, no "what happens next"; warn on too many plans, unclear value metric, feature dump; B2B hard checks for enterprise path and trust/procurement.
  • Report: score breakdown, critical blockers, top 5 fixes (with example microcopy), 5 A/B tests, copy suggestions, next steps. Export MD/JSON/CSV; share URL; print/PDF. Three examples. No login.

No login. Autosave in browser. Shareable URL.

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Pricing page input

Checklist

Yes/no per item; add a short note if helpful.

Clarity & comprehension

  • Plans understandable at a glance
  • Plan names communicate who it's for
  • Comparison is easy (table or clear differentiators)
  • CTA text is explicit (Start trial, Buy, Contact sales)
  • "What happens next" is explained after click

Packaging & value metric

  • Value metric is explicit (per user, seat, usage)
  • Scaling logic is predictable for buyers
  • 3–5 key differentiators per tier are obvious
  • No unreadable feature dump; benefits prioritized

Objections & risk reversal

  • Trial or free path exists (if relevant)
  • Cancellation terms are clear
  • Refund/risk reversal exists where applicable
  • Hidden fees/overages disclosed clearly
  • FAQ answers common concerns

Trust & proof

  • Social proof near decision (logos/testimonials)
  • Security/payment trust signals present
  • Support expectations (SLA, tiers) clear

Decision guidance

  • Recommended/most popular plan highlighted
  • Annual toggle exists with savings clear
  • Enterprise path exists (B2B): Contact sales / procurement
  • No confusing add-ons or "later junk drawer"

Checks

  • FAIL: No clear CTA per plan. → Define an explicit CTA per plan (e.g. Start trial, Buy, Contact sales).
  • FAIL: Buyer cannot tell what happens after clicking CTA. → Explain post-click expectations (e.g. checkout, trial signup, contact form).
  • WARN: Value metric is missing or unclear. → State what customers pay for (per user, per seat, per usage) and how it scales.
  • WARN: No risk reversal (trial/cancel/refund clarity) for high-friction products. → Add trial, clear cancellation, or refund policy where applicable.

How it works

  1. Choose fast checklist (5 min) or guided critique (10–15 min) and B2C or B2B. Paste the pricing page URL (optional) and page copy or key sections. In guided mode, answer structured questions (company type, value metric, plans, trial, CTAs, proof, annual option).
  2. Complete the checklist: yes/no plus short notes for each item across five categories (Clarity, Packaging, Objections, Trust, Guidance). The tool runs lint checks: missing CTA, no "what happens next", too many plans, unclear value metric, B2B enterprise path, and more.
  3. Run audit to get overall score (0–100), category scores, critical blockers, top 5 prioritized fixes, A/B test backlog (5 tests), copy suggestions, and next steps. Export Markdown, JSON, or CSV; share URL or print/PDF. Three loadable examples. No login.

The 5 categories of a great pricing page

Clarity & comprehension: Plans understandable at a glance, plan names that communicate who it's for, easy comparison, explicit CTAs, and "what happens next" explained. Packaging & value metric: Explicit value metric (per user, seat, usage), predictable scaling, 3–5 differentiators per tier, no unreadable feature dump. Objections & risk reversal: Trial or free path, clear cancellation and refund, overages disclosed, FAQ. Trust & proof: Social proof near the decision, security/payment signals, support expectations. Decision guidance: Recommended plan highlighted, annual toggle with savings, enterprise path (B2B), no confusing add-ons.

Common mistakes

Feature dump with no differentiation; unclear value metric so buyers cannot predict cost; hidden fees or overages not disclosed; too many plans (choice paralysis). Fix by prioritizing benefits, stating the unit and scaling, disclosing overages, and keeping to 3–4 plans with a clear recommended option.

B2B vs B2C differences on pricing pages

B2C: emphasize trial or free path, clear cancel/refund, simple plan names, and a strong recommended plan. B2B: require an enterprise path (Contact sales or Enterprise tier), procurement-friendly info (security, SLA, contracts), and trust elements (case studies, compliance). The tool applies B2B hard checks when audience is B2B.

What to test first

Top A/B tests: CTA copy (e.g. "Start free trial" vs "Get started"), adding "what happens next" to reduce drop-off, highlighting the recommended plan to reduce choice paralysis, annual toggle with savings to increase annual share, and risk reversal (trial/cancel clarity) to increase starts. Run one test at a time with a clear hypothesis and guardrail.

Pro tips

  • Lead with one clear value metric (per user, per seat, per usage) so buyers can predict cost.
  • Explain what happens after the CTA: trial signup, checkout, or contact form. Reduces drop-off.
  • Keep to 3–4 plans; highlight a recommended plan to reduce choice paralysis.
  • Offer an annual toggle and show savings (e.g. "2 months free") to nudge annual commitment.
  • Add at least one risk-reversal element: free trial, clear cancellation, or refund policy.
  • Put social proof (logos, testimonials) near the decision point, not only at the top.
  • B2B: always provide an enterprise path (Contact sales) and procurement-friendly info (security, SLA).
  • Avoid feature dumps; list 3–5 differentiators per tier and lead with benefits.
  • Disclose overages and add-ons clearly so buyers are not surprised later.
  • Run one A/B test from the backlog (e.g. CTA copy, recommended badge) with a clear hypothesis.

Common mistakes (symptom, cause, fix)

Symptom: Feature dump with no differentiation.

Cause: Listing every feature without prioritizing or explaining who each tier is for.

Fix: Show 3–5 key differentiators per tier; use benefit-led copy, not just feature lists.

Symptom: Unclear value metric.

Cause: Buyers cannot tell what they pay for or how it scales.

Fix: State the unit (per user, per seat, per API call) and how pricing scales; link to a calculator if needed.

Symptom: Hidden fees or overages.

Cause: Overage pricing or add-ons not disclosed on the pricing page.

Fix: Disclose overages and add-ons clearly; link to a pricing FAQ or footnote.

Symptom: Too many plans.

Cause: More than 4 options without a clear recommended choice.

Fix: Consolidate to 3–4 plans or add a "Most popular" badge to steer decision.

Symptom: No CTA or vague CTA.

Cause: Buttons say "Learn more" or "Submit" instead of "Start trial" or "Buy now".

Fix: Use explicit CTAs per plan (Start trial, Contact sales) and explain what happens next.

Symptom: No risk reversal.

Cause: No trial, unclear cancellation, or no refund policy for high-consideration products.

Fix: Add a trial, clear cancel policy, or refund terms where appropriate.

Symptom: B2B without enterprise path.

Cause: No Contact sales or custom option for large deals.

Fix: Add an Enterprise tier or Contact sales CTA with procurement/security info.

Symptom: Annual savings not visible.

Cause: Monthly-only display or annual discount not clear.

Fix: Add monthly/annual toggle and show savings (e.g. "Save 20%" or "2 months free").

FAQ

Is this for SaaS/product pricing pages or retail prices?

This tool critiques SaaS and product pricing pages for conversion and clarity (e.g. subscription, usage-based, hybrid). It is not for retail price tags or physical goods. You get a scored audit across five categories, critical blockers, top 5 prioritized fixes, and an A/B test backlog.

What are the five audit categories?

Clarity & comprehension (plans at a glance, CTAs, what happens next). Packaging & value metric (value metric, scaling, differentiators). Objections & risk reversal (trial, cancel, refund, overages, FAQ). Trust & proof (social proof, security, support). Decision guidance (recommended plan, annual toggle, enterprise path). Each category scores 0–20 for a total of 100.

What is the difference between fast and guided mode?

Fast mode is a 5-minute yes/no checklist with short notes. Guided mode takes 10–15 minutes and asks structured questions (company type, price model, value metric, plans, trial, objections, CTAs, proof, annual option, B2B procurement). Both modes produce the same report: score, blockers, top 5 fixes, A/B test backlog, and next steps.

Why does the tool fail when there is no CTA per plan?

A clear call-to-action per plan (e.g. Start trial, Contact sales) is essential for conversion. Vague buttons like "Learn more" or missing CTAs are a lint fail. The report will list this as a critical blocker until you add explicit CTAs and explain what happens after the click.

What counts as a value metric?

The value metric is what customers pay for: per user, per seat, per API call, per project, etc. It should be explicit on the page so buyers can predict cost. If pricing is usage-based, state the unit and how overages work. The tool warns when the value metric is missing or unclear.

Why does B2B require an enterprise path?

B2B buyers often need custom pricing, procurement, or security review. A hard check requires an enterprise path (Contact sales or Enterprise tier) and at least one trust element plus one procurement-friendly note (e.g. SOC 2, DPA, custom contracts). Without these, the lint fails for B2B.

Can I paste a URL or just the page copy?

You can paste the pricing page URL (optional) and/or paste the page copy or key sections (required fallback). The audit is based on your checklist answers and guided inputs, not on fetching the URL. Screenshot upload may be added later.

What exports are available?

You can export a Markdown report (full summary, scores, fixes, checklist, A/B backlog), JSON (all state and report), and CSV (checklist items with pass/fail). Print/PDF is available via the browser print dialog. No login required. Use the share URL to send the full audit state to a colleague.

How are the top 5 fixes prioritized?

Fixes are derived from the lowest-scoring categories and failed checklist items. Each fix includes what to change, why it matters, and example microcopy. The idea is Impact × Effort: address critical blockers first, then high-impact, lower-effort improvements. The report orders them so you can tackle the most important gaps first. Use the checklist detail to see which items failed in each category.

Is the Pricing Page Critique tool free?

Yes. The tool is free, runs in your browser, and requires no login. You get fast and guided modes, B2C/B2B context, five category scores, critical blockers, top 5 fixes, A/B test backlog, copy suggestions, and Markdown/JSON/CSV export. Autosave and shareable URL included.

Learn more with CraftUp

Courses, blog, and glossary for product and pricing.

Product DiscoveryMaster Problem ValidationPricing pageProduct roadmap templateValue propositionKPI

From pricing page to conversion

Use CraftUp tools and courses to improve your pricing page, run experiments, and measure impact.

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Freshness

Last updated: 2026-03-06

  • 2026-03-06: Launched Pricing Page Critique: fast and guided modes, 5 categories, lint rules, top 5 fixes, A/B backlog.
  • 2026-03-06: B2B hard checks: enterprise path, trust and procurement notes. Exports: Markdown, JSON, CSV; shareable URL.
  • 2026-03-06: Three loadable examples (B2C subscription, B2B SaaS enterprise, usage-based/hybrid).