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Frameworks, core principles and top case studies for SaaS pricing, learnt and refined over 28+ years of SaaS-monetization experience.
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Based on the principles outlined in our SaaS pricing book, Price to Scale, it isn’t a one‐size‐fits-all answer. The choice between highlighting your most expensive plan versus your most popular plan depends on your business goals and target market. Here are some key considerations:
• Use the “most popular” plan as a behavioral anchor:
– In many cases, the most popular (or “golden”) plan is highlighted because it signals to potential customers what most other buyers are choosing.
– This serves as a strong recommendation that can simplify decision making and drive conversions, especially when it offers the best balance of value and features.
• Consider your revenue strategy and customer segments:
– If your pricing strategy aims to capture more value from high-spending customers, you might prefer to emphasize a premium offering.
– However, for many SaaS businesses, highlighting a mid-tier, most popular plan tends to maximize uptake, while still leaving room for upselling to higher-priced plans later in the customer journey.
• Think about contextual design cues:
– Our book suggests using design elements and layout (such as “recommended” badges, strategic placement, or size differences) to nudge customers toward the plan that best meets both their needs and your revenue targets.
– Whether it’s the highest-priced plan or the most popular tier, the goal is to ensure the highlighted option drives the desired customer behavior.
In summary, our book Price to Scale advises that you weigh your specific goals and customer dynamics. Often, highlighting the most popular plan leverages social proof and anchors decision making—but if your target market is willing to invest in a premium experience, emphasizing your most expensive plan can be equally effective. The key takeaway is to test and iterate the layout and messaging for your pricing page to find the optimal balance for your business.