Pricing / Pricing Psychology

Pricing Page Checklist

Audit your live pricing page against the four psychological levers before publishing.

Tier Structure

Three tiers are present (not two, not four).

Middle tier is visually elevated with a distinct border, "Most Popular" badge, or increased prominence.

Entry tier is functional, not crippled. A real buyer could use it and get value.

Top tier is priced at 2-2.5x the middle tier (makes the middle feel reasonable).

Tier names describe the buyer, not the product. e.g., "Solo Operator / Growing Team / Scale" not "Basic / Pro / Enterprise."

Middle and entry tiers are in the $97-$497 range (charm pricing zone).

Prices end in 7 (e.g., $97, $147, $197, $297).

Any tier above $500 uses round-number pricing (signals premium).

Documented pricing decision for tiers above $500

B2B AI middle-tier price is in the $297-$997 range (or documented reason otherwise).

Annual billing is the default-selected option on the pricing toggle.

Monthly pricing requires a click to reveal. Not hidden, but not the default.

Annual pricing is shown as a monthly equivalent. e.g., "$41/month, billed annually."

Annual discount is 15-20% (or "X months free" framing).

Discount is framed as value gain. "Get 2 months free" rather than "Save 17%."

Each tier has 3-5 bullet points. Bullets describe outcomes, not product internals.

Social proof is present on the pricing page itself (testimonial, logo, or result stat).

The most common purchase objection is addressed somewhere on the page.

A performance guarantee or risk-reversal element is present.

If no guarantee, note why

CTA buttons are tier-specific and action-oriented. e.g., "Start with Starter" not "Buy Now."

Pricing cards stack cleanly on mobile. Most popular card is still visually prominent.

Annual/monthly toggle is visible above the fold on mobile.

CTA buttons are full-width on mobile.