pricing-page-optimizer

name	pricing-page-optimizer
description	Audit a pricing page for plan structure, anchoring, feature matrix, and CTA clarity; produce a rewritten version with rationale. Use when the user says "audit our pricing page", "rewrite pricing", "are we priced right", or is repricing/repackaging.
status	new

Pricing Page Optimizer (Revenue Squad)

Audits pricing with a pricing-psychology + conversion lens, then rewrites the page.

Triggers

• "audit our pricing page"
• "rewrite pricing"
• "are we priced right"
• "help with repackaging"
• "why do people bounce from pricing"

Inputs required

1. Pricing page URL or screenshot
2. Current plan / price structure — names, prices, what's included
3. Competitor pricing — 2–5 competitors' public pricing pages
4. Customer mix — % on each plan, avg ARPU
5. Who lands here — segment + funnel stage
6. Conversion rate — pricing page → trial / purchase

Process

Step 1 — Audit plan structure

Check for:

• Plan count — 3 is the sweet spot; 4 only if you have a distinct enterprise tier
• Decoy effect — is the middle plan clearly the best value?
• Anchoring — is the highest plan visible enough to anchor high?
• Usage-based vs. seat-based — does the structure match how customers actually grow?
• Annual discount — is it compelling (≥ 15%)? Is the default toggle annual or monthly?

Step 2 — Audit naming

Plans named by:

• Persona (Solo / Team / Business) — usually best for self-serve
• Scale (Starter / Pro / Enterprise) — classic
• Use case (Build / Ship / Scale) — aspirational

Avoid cute names that require explanation. "Hobbyist / Pro / Enterprise" beats "Acorn / Oak / Forest" every time.

Step 3 — Audit the feature matrix

• Matrix must be scannable in 10 seconds
• Most important differentiator at the top
• Checkmark-only rows with no numbers make plans feel identical — add quantified differences (5 projects vs. unlimited)
• Unlimited should be at the top tier only

Step 4 — Audit hero + CTA

• Hero answers "who is each plan for" in one line per plan
• Each plan has ONE CTA — not "Start trial" AND "Contact sales"
• Free tier / trial CTA is dominant
• No pricing below the fold

Step 5 — Audit objection handling

• FAQ below the table covering: refunds, annual switching, team billing, security/compliance, trial terms
• Social proof section (logos + 1 quote per plan tier where possible)
• Money-back / trial guarantee

Step 6 — Rewrite

Produce a rewritten pricing page with:

• Rewritten hero line per plan
• Cleaned feature matrix (flag rows to cut, rows to add)
• Rewritten CTAs
• Suggested FAQ items
• Before → after for each change with rationale

Step 7 — Test plan

Recommend 1–2 A/B tests (plan name swap, annual-default toggle, CTA copy). Hand to A/B Test Designer.

Output artifact

pricing-audit.md with score card + rewrites + test plan.

Handoff

• Rewrites → eng / design
• Test plan → A/B Test Designer
• Plan-mix shift implications → Revenue Dashboard Builder

Example call

"Audit acme.com/pricing. We have Free / Pro ($20) / Business ($80) / Enterprise (call us). 80% of paid users are on Pro. Competitors: linear.app, asana.com. Page CVR is 4% pricing → trial."