Seat-based Pricing
Optimized CostTracker’s pricing UX for better clarity, trust, and conversion rates
Nadia Burger
Apr 15, 2025
Summary
CostTracker’s pricing page had a clean design but lacked strategic UX and monetization signals. Through an audit focused on Clarity, Confidence, and Conversion, I uncovered 17 optimization opportunities — from adding a clear value proposition to building trust and reducing friction.
The Challenge
What wasn’t working?
CostTracker, a B2B SaaS company, offers procurement and cost control tools for mid-size to enterprise businesses. While their product is strong, the pricing page wasn’t telling a strong value story — and that can cost conversions. For a visitor ready to decide — or a champion trying to get internal buy-in — the pricing page wasn’t doing enough to build clarity or confidence.
The Audit
a. Clarity
There was no hero statement to orient new visitors or differentiate the product.
There was no yearly/monthly toggle, limiting pricing anchoring opportunities.
Feature descriptions didn’t show a clear “value story” (e.g. outcomes, benefits, use cases).
All tiers started with “Free Trial,” which blurred the unique value of each plan.
Add-ons looked like features
b. Confidence
The page lacked FAQs, risk reversal language, or edge-case support.
There was no social proof or testimonials at the moment of decision.
The homepage included helpful trust-builders (onboarding support, dedicated CSM, 1-month opt-out), but these weren’t repeated on the pricing page — a lost chance to reduce friction.
c. Conversion
CTAs were present but not highly visible or strategically placed.
Layout was clean, but didn’t encourage self-selection or upsell effectively.
No use of price anchoring, urgency, or context-based persuasion techniques (like charm pricing).
Enterprise CTA was buried below the tiers instead of integrated, and Enterprise price wasn’t shown.
Key findings
Opportunity | Improvements |
|---|---|
No value proposition visible above the fold | Add benefit-focused header at top |
Weak plan structure | Streamline into 3 tiers with Enterprise tier |
Lack of psychological cues | Add anchoring, price toggle, discount |
Unclear value of features | Write benefit-oriented copy |
No proof or guarantees shown | Add testimonials and risk-reversal messaging |
Add-ons and upsells underused | Separate and highlight optional features |
The Results
In total, I identified 17 opportunities to streamline plan selection, improve user trust, and increase perceived value — including adding a clear value proposition to building trust and reducing friction.
These changes are backed by current SaaS UX research and pricing psychology best practices.
The updated design
Conceptual Wireframe (sample content)
The Impact
While precise results can only be measured post-implementation, current research shows:
Better plan differentiation helps users choose faster, reducing bounce and indecision. Example: Wistia’s clear feature differentiation increased average revenue per user by 43% by encouraging organic upgrades and reducing confusion. (Winsome Marketing)
Pricing clarity and anchoring can improve conversion rates by 10 – 30% (DirectPayNet, FasterCapital, Shopify)
Risk-reversal language such as money-back guarantees can increase signups by 20–40% in SaaS contexts (Abmatic AI)
Adding trust signals such as testimonials, security badges, and certifications on pricing pages increases perceived credibility and conversion rates substantially, commonly reported around 15–20%.(Winsome Marketing, Shopify) and adding online reviews up to 270% (Pathmonk).
