A cold visitor must understand plan options in under 10 seconds. Plan names, prices, and a recommended badge do all the work. When tier structure is unclear, visitors abandon — not because the price is wrong, but because the choice is confusing.

76% of SaaS pricing pages include social proof. The ones that convert best pair logos with specific outcomes — not generic testimonials. One case study with hard numbers outperforms a row of 20 logos. Missing this entirely, as Calendly does, costs 4 points on its own.

66% of SaaS pricing pages include FAQ sections — and the ones that do convert better because they address objections before the visitor leaves. Linear scores 0/5 on FAQ, which by itself drops their total from a potential 22 to 17. Notion's 12+ questions include AI data privacy, billing edge cases, and refund policy.