SaaS pricing page UX — Baymard Institute, 2025 large-scale study

Source

Baymard Institute — independent web-research firm best known for their e-commerce checkout benchmarks. Their methodology is large-sample (typically 1,000+ live sites per study) and heavily replicated across enterprise teams.

Original research: Baymard Premium Research

Key findings

1. 67% of SaaS pricing pages have at least one severe UX flaw — defined as a flaw that, in user-testing, caused at least 1 in 4 users to abandon their comparison.
2. Top four flaws (in order of conversion impact):
   • Tier names without benefit labels ("Pro" vs "Enterprise" with no one-liner explaining who each tier is for)
   • Hidden ranges ("starts at $X" without showing what bumps it higher)
   • Feature lists that aren't comparable across tiers (different framing in each column)
   • Annual / monthly toggle defaults to the option that benefits the seller, not the buyer
3. Adding a "What's included" expandable per tier reduced abandonment 26% in their tested sample.
4. Pricing pages that displayed a representative monthly bill ("$X/mo for a team of 10") outperformed per-seat-only pricing by 18% in conversion-rate.

How this changes landing pages in 2026

• Name the buyer in each tier label ("Founders" / "Growth team" / "Enterprise"), not vague seniority levels
• Show the outcome bill, not the unit price
• Make every feature comparable (same wording in every tier column)
• Default the toggle to the buyer's most likely choice (annual saving callouts can feel like a trick)

Practical impact

A pricing-page redesign applying these four fixes typically lifts paid-plan signup rate 15–25% in our case studies.