The pricing page is the highest-leverage URL on a B2B SaaS site — and the one teams ship the most reflexively. Most of them are not bad. They're just leaking conversion in places nobody is measuring. Here are the eleven I see most often, with the specific fix for each.
The 11 mistakes (and the fix for each)
"Starter / Professional / Enterprise" tells the buyer nothing. They have to read every feature list to figure out which one applies to them. The reading effort kills momentum.
The middle tier exists because someone read a Hick's Law blog post in 2017. Half the time, the middle tier is a confused mash of "Starter with one extra thing" and the Pro page split. It dilutes the strongest tier.
If your $99/mo plan is the lowest, it feels expensive. If it's flanked by a $299/mo plan, suddenly $99 looks like the deal. The anchor doesn't have to be the best-seller — it just has to exist.
Annual upfront is your single biggest cash-flow lever and the strongest retention signal. If the toggle is off-by-default or buried below the fold, you're optimizing for the wrong default.
"Get Started / Get Started / Get Started" is a tell that you didn't think about the buyer's intent at each tier. The free tier wants signup. The paid tier wants demo. The enterprise tier wants sales.
Buyers are 3 clicks deep on your site. They've already seen your hero. The pricing page is where the ask happens — and it's the page where most companies remove the proof. You need it most where the friction is highest.
Most pricing FAQs answer "what payment methods do you accept" — buyer noise. The 3 real questions: "What happens if I exceed my limit?" · "Can I switch tiers later?" · "Is there a discount for annual or team?"
If you're asking for $500-5000/mo, the buyer is doing back-of-envelope risk math. A money-back or pause-anytime guarantee removes the "what if this doesn't work" blocker.
30 checkboxes per tier is the signal you ran out of differentiation work. The buyer reads the first 5, glazes over, and falls back to "the cheapest one that has CRM integration."
If you've slapped "Most Popular" on a tier just because the marketing team picked it, buyers will catch the dishonesty. They'll also pick a different tier just to feel non-influenced.
40-row comparison tables are an unforced error. Buyers stop reading at row 8. The remaining 32 rows are where the real differentiation lives — and nobody sees them.
How to know which mistake is hurting you most
The wrong way: subjectively. The right way: ship a heuristic scan against your live page. The roast tool flags all 14 conversion signals (the 11 above plus 3 more I didn't have room for: pricing transparency, plan-locked features, and CTA contrast).
Run it once today. Pick the top 2 issues. Fix them this week. Re-run. The score is the leading indicator; revenue is the lagging one.
Roast your own pricing page
Paste your page text + buyer context. Get a 0-100 score, top 3 wins, top 5 issues — each with the specific fix. Free, no signup, instant.
Open the Pricing Roast →Or have OVRLRD rewrite the page for you
OVRLRD generates 50 pricing-page variants, scored across all 14 conversion signals, in 30 seconds. Pick the winner, ship it, A/B test against your current page.
Try OVRLRD →