TL;DR
Pricing page wireframes determine conversion rates before visual design begins. This guide covers the structural decisions that have the highest impact on plan selection and purchase: plan count and layout, feature comparison structure, recommended plan emphasis, billing toggle design, and the path from pricing to checkout.
Pricing Page Structure
Plan Count
The number of plans displayed on the pricing page directly affects the user's decision-making experience. Two plans create a simple binary choice but offer no middle ground. Three plans provide a recommended middle option that captures the majority of conversions through the anchoring effect. Four or more plans increase decision complexity and require more sophisticated comparison features to prevent choice paralysis.
For most SaaS products, three plans produce the best conversion outcomes. Wireframe three plan cards side by side on desktop with clear differentiation between them: a starter plan for individuals or small teams, a professional plan for growing teams that is highlighted as the recommended option, and an enterprise plan for large organizations with custom needs.
Plan Card Layout
Each plan card must follow an identical internal structure so users can scan horizontally across cards to compare specific attributes. The standard structure from top to bottom is plan name, price and billing period, a brief description of who this plan is for, primary features included as a bulleted list, and a call-to-action button.
Consistent internal structure is critical because it enables mental comparison. When users scan across three plan cards, they are comparing the same element at the same vertical position in each card. If one card has the price at the top and another has it in the middle, the comparison breaks because users must search for corresponding information rather than scanning across.
Recommended Plan Emphasis
The recommended plan should be visually emphasized through wireframe-level structural differentiation, not just color changes that come in visual design. Structural emphasis techniques include making the recommended card slightly larger or taller than adjacent cards, adding a "Most Popular" or "Recommended" badge at the top of the card, using a different card outline treatment such as a border or shadow that sets it apart, and positioning it as the center card in a three-card layout.
Document the structural emphasis in your wireframe so it is implemented consistently. Visual design will add color and refinement, but the structural hierarchy should be established in the wireframe.
Feature Comparison
Inline Feature Lists
Each plan card should include a curated list of five to seven key features. Do not try to list every feature on the plan card. Instead, select the features that most strongly differentiate each plan from the plan below it. The starter plan shows the core features. The professional plan shows everything in starter plus the features that drive the upgrade. The enterprise plan shows everything in professional plus the enterprise-specific capabilities.
Full Comparison Table
Below the plan cards, include a full feature comparison table that allows detailed evaluation. This table serves users who need to verify that a specific feature or capability is included before committing.
Wireframe the comparison table with feature categories as row groups, individual features as rows within each category, and plan columns with checkmarks, feature limits, or specific values for each feature. Include a sticky header that keeps the plan names visible while scrolling through the table, so users maintain context about which column they are reading.
Feature Tooltips
Some features need explanation beyond their name. Wireframe tooltip triggers next to feature names that require context. The tooltip should appear on hover on desktop and on tap on mobile, displaying a one to two sentence explanation of what the feature does and why it matters.
Billing Toggle Design
Monthly versus Annual Toggle
Most SaaS pricing pages offer both monthly and annual billing with a discount for annual commitment. Wireframe the billing toggle as a prominent control positioned between the page heading and the plan cards, ensuring users see it before they start evaluating prices.
The toggle should clearly communicate the current selection, both monthly and annual price points should update simultaneously when the toggle changes, and the annual savings should be displayed as a percentage, dollar amount, or "months free" equivalent.
Document the default toggle state. Annual billing is typically the default because it represents higher revenue commitment, but some teams prefer monthly as the default because it shows the lower perceived entry price. Whichever default you choose, document the rationale in your wireframe annotations so it becomes a deliberate team decision rather than an implementation artifact.
Custom Billing Options
If you offer additional billing options such as quarterly billing or usage-based pricing, wireframe how these options are presented. Do not overload the billing toggle with more than two options. Instead, provide additional billing options within the checkout flow or as a separate section below the plan cards.
Pricing to Checkout Path
CTA Button Design
Each plan card's call-to-action button should use language specific to that plan's action. "Start Free Trial" for plans with trials, "Get Started" for self-serve plans, and "Contact Sales" for enterprise plans that require custom negotiation.
Wireframe the primary CTA button within each plan card at a consistent position, typically at the bottom of the card after the feature list. The button in the recommended plan should have additional visual weight compared to the other plans' buttons, achieved through size or style differentiation documented in the wireframe.
Checkout Continuity
When a user clicks a plan's CTA, the checkout flow should carry the selected plan details forward. Wireframe the checkout page showing the selected plan name, its price at the selected billing frequency, and an option to change the plan or billing period without returning to the pricing page. This continuity prevents users from losing context during the transition from pricing evaluation to purchase commitment.
Enterprise Contact Flow
The enterprise plan CTA typically leads to a contact form rather than self-serve checkout. Wireframe this form with minimal fields: name, email, company name, and company size. Add an optional message field for users who want to describe their needs. After submission, show a confirmation page with clear expectations about response timeline and next steps.
Social Proof and Trust Elements
Testimonials on Pricing Pages
Place one to two brief customer testimonials on the pricing page, positioned near the plan cards. Testimonials should be specific to the purchase decision rather than general product praise. Effective pricing page testimonials mention the plan the customer chose and why, the value they received relative to the cost, or how the product compared favorably to alternatives they evaluated.
Customer Logos
If you have recognizable customers, display their logos in a row below the pricing cards. Limit to five to eight logos to maintain impact. Choose logos that represent the customer segments targeted by your plan tiers: a startup logo near the starter plan area, a mid-market logo near the professional plan, and an enterprise logo near the enterprise plan.
Mobile Pricing Page Adaptation
On mobile, plan cards should stack vertically with the recommended plan first. Users scrolling on mobile will see the recommended plan before alternatives, and its visual emphasis should be even stronger on mobile because users cannot see all three plans simultaneously for comparison.
The full comparison table requires horizontal scrolling on mobile. Wireframe it with the feature name column fixed and the plan columns scrollable. Alternatively, collapse the comparison table into an accordion format where each plan expands to show its feature list independently.
Add-On and Usage-Based Pricing
Add-On Presentation
If your pricing model includes add-ons that can be purchased in addition to the base plan, wireframe their presentation separately from the plan cards. Add-ons placed alongside plan cards create visual noise that complicates the primary plan selection decision.
The recommended approach is to present add-ons on a secondary section below the plan comparison, or as part of the checkout flow after the user has selected their base plan. Each add-on card should show the add-on name and a brief description of what it provides, the price per billing period matching the selected billing toggle, and a clear add or remove toggle.
Usage-Based Components
Products with usage-based pricing components need a pricing calculator wireframed alongside the plan cards. The calculator shows estimated monthly cost based on anticipated usage volume. Wireframe it with slider controls for usage dimensions and a real-time cost estimate that updates as sliders move.
Position the calculator near the plan cards so users can compare their estimated usage cost against the plan tiers. Include common usage benchmarks labeled with persona descriptions such as "Small team, about five hundred monthly active users" so users with no baseline can orient their expectations.
Pricing Page Performance Optimization
Above-the-Fold Content
The plan cards must be fully visible above the fold on both desktop and mobile without scrolling. Users who must scroll to see plan details or pricing experience a measurable drop in engagement. Wireframe the pricing page layout so that the billing toggle, all three plan cards with prices visible, and all primary CTA buttons appear in the initial viewport.
To achieve above-fold plan visibility, minimize the header area on the pricing page. Remove or compress navigation elements that consume vertical space, and keep the page headline and subheadline to two lines maximum. Every pixel of vertical space above the plan cards is space that pushes pricing information below the fold for shorter viewports.
Page Speed Considerations
Pricing pages should load instantly because users arriving from marketing pages or advertisements have high intent but low patience. Wireframe the pricing page without heavy media elements such as videos or large images that increase load time. The plan cards, comparison table, and CTA buttons should render with the first page paint without waiting for secondary resources like testimonial images or animation scripts.
FAQ
How many features should each plan card list?
Five to seven features per card. More features create visual clutter and prevent scanning. Select features that differentiate each plan from adjacent tiers rather than listing every capability. Use the full comparison table for exhaustive feature documentation. Users who need detailed feature information will use the table; users who want a quick overview will rely on the card summaries.
Should pricing be shown to anonymous visitors?
Yes. Hiding pricing behind signup or "request a quote" forms frustrates users who want to evaluate whether your product fits their budget before investing time in registration. Transparent pricing builds trust and self-qualifies prospects, reducing low-quality signups from users who cannot afford your product.
How do we handle pricing changes in the wireframe?
Design the pricing page component system so prices are driven by data rather than hardcoded in layouts. Wireframe the price display as a dynamic element with a defined format and position, but do not embed specific prices in the wireframe itself. This approach allows pricing changes without wireframe revisions.