A B2B SaaS pricing page redesign, rebuilt around behavioral economics principles to turn a confusing feature-vs-price table into a clear decision engine.
Pricing pages are the final gatekeeper before conversion. I rebuilt Mailchimp's pricing architecture to replace friction and confusion with psychology-backed clarity — turning a technical hurdle into a decision engine.
Even as an industry giant, Mailchimp's pricing page felt like a hurdle rather than a help. I wanted to turn that feature list into a decision-making tool that actually made sense for a growing business.
I scoured Reddit threads, forums, and search queries for patterns in how users discussed Mailchimp's billing. Users were reverse-engineering pricing instead of being guided toward a decision — there was no strong value anchoring, and even experienced users leaned on the community to understand cost implications.
Its pricing page does not help users answer the most basic question: "How much will this cost me as I grow?"
Growing small businesses and early-stage marketing teams, with:
The finished pricing page: growth-stage framing instead of a spec table, a decoy-adjusted mid-tier, overage costs surfaced early, and a progressively disclosed feature list.
Four moments shaped the final screen: auditing the existing page, mapping how it made users feel, applying behavioral-economics principles, and iterating the wireframes until the feature list stopped overwhelming skimmers.
With the primary user and conversion goals defined, I performed an audit of the existing pricing page to identify UI-level friction contributing to decision paralysis. Pain points were later grouped to identify similar patterns.
Mapping the user's emotional journey through the existing pricing page revealed exactly where and why decisions stall.
I framed tiers around growth stages — 'Starting,' 'Scaling,' 'Optimizing' — rather than technical specs. This shifts the user's internal dialogue from 'what does this cost?' to 'what does my business need?'
I repositioned the Essentials plan as a transitional tool. By narrowing the gap between Essentials and Standard, the mid-tier becomes the obvious choice for growing teams.
Detailed specs were moved to secondary toggles. By surfacing only the 'winning differences' upfront, I protected skimmers from cognitive overload while retaining depth for power users.
I reframed contact capacity as 'room to scale' rather than 'unused storage.' This turns a perceived sunk cost into an investment in business stability.
Clicking a persona gives users a sense of progress, increasing the likelihood of completing the CTA. This reduces the interaction cost associated with finding the right plan.
I brought overage explanations out of the fine print and onto the main stage. Moving trust signals near CTAs builds the trust necessary to reassure users at the decision point.
My biggest hurdle was the feature list. I was struggling to give skimmers the speed they wanted without leaving detail-oriented skeptics in the dark. I eventually decided that winning differences must be the only thing visible at first glance, with everything else progressively disclosed.
Moved the personalized product tour message to the hero section, so it lets users know and naturally points them to the Standard plan beside it.
Added choice architecture beside the "Find My Plan" button to make users feel 20% done before they've even started — triggering the goal gradient effect.
Shifted trust tokens and social proof near high CTA areas at the top, so confidence-building content appears at the exact moment users are deciding.
Removed staircase pricing and let users enter their preferred contact count naturally. Rephrased the copy so users feel they have room to scale rather than paying for wasted capacity.
Curated the feature list to only surface what directly pushes users toward Standard, with all remaining features tucked behind a "Compare all features" toggle for power users.
As an independent concept project, this wasn't shipped or A/B tested — so "impact" here means design intent: the outcomes the new structure is built to drive.
Increase conversion to the mid-tier Standard plan by reducing decision friction and strengthening value anchoring.
Reduce bounce on the pricing page, reduce reliance on the "Find my plan" quiz, and increase confidence at the point of CTA.
The 50% discount was a great hook, but it couldn't convert users who were fundamentally confused by the pricing logic. I learned that urgency only works if the value is clear first.
Stripping dense B2B specs for a minimalist look alienates detail-oriented buyers. Real clarity comes from layering — surfacing the primary decision path upfront while keeping technical depth accessible on demand.
Users aren't just worried about cost — they're afraid of outgrowing the plan or the system breaking mid-switch. Showing that their business never stops during an upgrade gave them a safety net that made switching feel less risky.