Pricing Page Auditor
SKILL.md
HOW_TO_USE.md
skillsmarketingSKILL.md
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
101
102
103
104
105
106
107
108
109
110
111
112
113
114
115
116
117
118
119
120
121
122
123
124
125
126
127
128
129
130
131
132
133
134
135
136
137
138
139
140
141
142
143
144
145
146
147
148
149
150
151
152
153
154
155
156
157
158
159
160
161
162
163
164
165
166
167
168
169
170
171
172
173
174
175
176
177
178
179
180
181
182
183
184
185
186
187
188
189
190
191
192
193
194
195
196
197
198
199
200
201
202
203
204
205
206
207
208
209
210
211
212
213
214
215
216
217
218
219
220
221
222
223
224
225
226
227
228
229
230
231
232
233
234
235
236
237
238
239
240
241
242
243
244
245
246
247
248
249
250
251
252
253
254
255
256
257
258
259
260
261
262
263
264
265
266
267
268
269
270
271
272
273
274
275
276
277
278
279
280
281
282
283
284
285
286
287
288
289
290
291
292
293
294
295
296
297
298
299
300
301
302
303
304
305
306
307
308
309
310
311
312
313
314
315
316
317
318
319
320
321
322
323
324
325
326
327
328
329
330
331
332
333
334
335
336
337
338
339
340
341
342
343
344
345
346
347
348
349
350
351
352
353
354
355
356
357
358
359
360
361
362
363
364
365
366
367
368
369
370
371
372
373
374
375
376
377
378
379
380
381
382
383
384
385
386
387
388
389
390
391
392
393
394
395
396
397
398
399
400
401
402
403
404
405
406
407
408
409
410
411
412
413
414
415
416
417
418
419
420
421
422
423
424
425
426
427
428
429
430
431
432
433
434
435
436
437
438
439
440
441
442
443
444
445
446
447
448
449
450
451
452
453
454
455
456
457
458
459
460
461
462
463
464
465
466
467
468
469
470
471
472
473
474
475
476
477
478
479
480
481
482
483
484
485
486
487
488
489
490
491
492
493
494
495
496
497
498
499
500
501
502
503
504
505
506
507
508
509
510
511
512
513
514
515
516
517
518
519
520
521
522
523
524
525
526
527
528
529
530
531
532
533
534
535
536
537
538
539
540
541
542
543
544
# Pricing Page Auditor
Turn your pricing page from a decision blocker into a conversion driver.
## Core Philosophy
**Pricing is positioning.** Your pricing page doesn't just communicate cost—it signals value, quality, and who you're for. Every element either builds confidence or creates doubt.
**The Goal:** Make the right choice obvious and the purchase decision feel safe.
**The Principle:** Great pricing pages reduce cognitive load, anchor expectations, and guide visitors to the optimal plan for them (and for you).
---
## Required Context
### Must Have
**1. Pricing Page**
- URL or screenshots
- All tiers visible
- Feature lists and pricing
**2. Business Context**
- Business model (SaaS, e-commerce, service)
- Primary revenue goal (volume vs. revenue per customer)
- Target customer (SMB, enterprise, consumer)
### Strongly Recommended
**3. Current Performance**
- Plan distribution (% on each tier)
- Pricing page conversion rate
- Most common plan selected
- Upgrade/downgrade patterns
**4. Pricing Strategy Intent**
- Which tier you want people to choose
- Any plans being phased out or pushed
- Pricing changes planned
### Nice to Have
- Competitor pricing pages
- Customer feedback on pricing
- Sales objections related to pricing
- Win/loss data where price was factor
- A/B test history on pricing page
---
## Audit Framework
### The 8 Pricing Page Pillars
| Pillar | Focus | Impact |
|--------|-------|--------|
| **Tier Architecture** | Number, names, and structure of plans | High |
| **Price Anchoring** | How prices are framed and compared | High |
| **Value Hierarchy** | How features/benefits are presented | High |
| **Visual Guidance** | Design directing to preferred plan | Medium |
| **Trust Elements** | Social proof and risk reducers | Medium |
| **Urgency/Scarcity** | Motivation to act now | Medium |
| **Objection Handling** | FAQ and concerns addressed | Medium |
| **CTA Clarity** | Button text and next steps | High |
---
### Pillar 1: Tier Architecture
**Number of Tiers:**
| Count | Assessment |
|-------|------------|
| 1 | Too simple—no anchoring, no upsell path |
| 2 | Works for simple products, limited anchoring |
| 3 | Ideal—good, better, best psychology works |
| 4 | Acceptable if clear differentiation exists |
| 5+ | Decision overload—simplify |
**Tier Naming Assessment:**
| Naming Pattern | Effectiveness | Example |
|----------------|---------------|---------|
| Good-Better-Best | High | Basic, Pro, Enterprise |
| Audience-Based | High | Starter, Team, Business |
| Value-Based | Medium | Essential, Growth, Scale |
| Generic | Low | Plan 1, Plan 2, Plan 3 |
| Confusing | Poor | Silver, Platinum, Diamond |
**Tier Naming Check:**
| Tier | Name | Clear Who It's For? | Aspirational? |
|------|------|---------------------|---------------|
| [Tier 1] | [Name] | Y/N | Y/N |
| [Tier 2] | [Name] | Y/N | Y/N |
| [Tier 3] | [Name] | Y/N | Y/N |
**Tier Spread Analysis:**
| Metric | Value | Assessment |
|--------|-------|------------|
| Lowest price | $X | [Market position] |
| Highest non-enterprise | $X | [Market position] |
| Price multiplier (high/low) | Xx | Ideal: 3-5x |
| Step increase pattern | [Even/Uneven] | [Assessment] |
---
### Pillar 2: Price Anchoring
**Anchoring Techniques Present:**
| Technique | Present? | Execution |
|-----------|----------|-----------|
| High anchor displayed first/prominently | Y/N | [Assessment] |
| Annual vs. monthly comparison | Y/N | [Savings shown?] |
| "Was/Now" or crossed-out pricing | Y/N | [Assessment] |
| Per-unit vs. total pricing | Y/N | [Which is shown?] |
| Competitor comparison | Y/N | [How handled?] |
| Value quantification | Y/N | [ROI shown?] |
**Annual Pricing Analysis:**
| Metric | Value | Assessment |
|--------|-------|------------|
| Monthly price | $X/mo | — |
| Annual price (per month) | $X/mo | — |
| Annual discount | X% | Ideal: 15-20% |
| Savings displayed | $X/year | [Prominent?] |
| Default selection | Monthly/Annual | [Which?] |
**Anchoring Score:**
| Element | Score | Notes |
|---------|-------|-------|
| High anchor visible | 0-10 | [Assessment] |
| Savings clearly communicated | 0-10 | [Assessment] |
| Comparison framing effective | 0-10 | [Assessment] |
---
### Pillar 3: Value Hierarchy
**Feature Presentation Style:**
| Style | Present? | Effectiveness |
|-------|----------|---------------|
| Features listed | Y/N | Commodity feel |
| Benefits emphasized | Y/N | Value-oriented |
| Outcomes promised | Y/N | Most compelling |
**Feature List Analysis:**
| Issue | Present? | Impact |
|-------|----------|--------|
| Too many features (>10 per tier) | Y/N | Overwhelming |
| Features without context | Y/N | Meaningless |
| Jargon/technical terms | Y/N | Confusing |
| Key features buried | Y/N | Missed value |
| No differentiation visible | Y/N | Why upgrade? |
**Feature Gating Assessment:**
| Feature | Gated To | Makes Sense? | Creates Desire? |
|---------|----------|--------------|-----------------|
| [Feature 1] | [Tier] | Y/N | Y/N |
| [Feature 2] | [Tier] | Y/N | Y/N |
| [Feature 3] | [Tier] | Y/N | Y/N |
**Value Communication Score:**
| Element | Score | Notes |
|---------|-------|-------|
| Benefits over features | 0-10 | [Assessment] |
| Clear tier differentiation | 0-10 | [Assessment] |
| Upgrade value obvious | 0-10 | [Assessment] |
---
### Pillar 4: Visual Guidance
**Recommended Plan Signals:**
| Signal | Present? | Effectiveness |
|--------|----------|---------------|
| "Most Popular" badge | Y/N | [Assessment] |
| "Recommended" label | Y/N | [Assessment] |
| Visual highlight (color/border) | Y/N | [Assessment] |
| Size/prominence difference | Y/N | [Assessment] |
| Position (center/first) | Y/N | [Assessment] |
**Visual Hierarchy Assessment:**
| Element | Score | Notes |
|---------|-------|-------|
| Eye drawn to preferred plan | 0-10 | [Assessment] |
| CTA buttons stand out | 0-10 | [Assessment] |
| Price is readable/prominent | 0-10 | [Assessment] |
| Easy to scan/compare | 0-10 | [Assessment] |
| Mobile experience | 0-10 | [Assessment] |
**Comparison UX:**
| Element | Present? | Quality |
|---------|----------|---------|
| Side-by-side comparison | Y/N | [Assessment] |
| Feature comparison table | Y/N | [Assessment] |
| Checkmarks vs. X marks | Y/N | [Balanced?] |
| Expandable details | Y/N | [Assessment] |
---
### Pillar 5: Trust Elements
**Social Proof on Pricing Page:**
| Element | Present? | Placement | Quality |
|---------|----------|-----------|---------|
| Customer logos | Y/N | Above/Below pricing | H/M/L |
| Customer count | Y/N | [Location] | H/M/L |
| Testimonials | Y/N | [Location] | H/M/L |
| Ratings/reviews | Y/N | [Location] | H/M/L |
| Case study links | Y/N | [Location] | H/M/L |
**Risk Reducers:**
| Element | Present? | Prominence |
|---------|----------|------------|
| Money-back guarantee | Y/N | [Assessment] |
| Free trial available | Y/N | [Assessment] |
| No credit card required | Y/N | [Assessment] |
| Cancel anytime | Y/N | [Assessment] |
| Security badges | Y/N | [Assessment] |
| Compliance certifications | Y/N | [Assessment] |
**Trust Score:**
| Element | Score | Notes |
|---------|-------|-------|
| Social proof visible | 0-10 | [Assessment] |
| Risk clearly reduced | 0-10 | [Assessment] |
| Credibility established | 0-10 | [Assessment] |
---
### Pillar 6: Urgency/Scarcity
**Urgency Elements:**
| Element | Present? | Type | Authentic? |
|---------|----------|------|------------|
| Limited time offer | Y/N | Real/Manufactured | Y/N |
| Price increase warning | Y/N | Real/Manufactured | Y/N |
| Limited availability | Y/N | Real/Manufactured | Y/N |
| Countdown timer | Y/N | Real/Manufactured | Y/N |
| Early bird pricing | Y/N | Real/Manufactured | Y/N |
**Urgency Assessment:**
| Criterion | Score | Notes |
|-----------|-------|-------|
| Urgency present | 0-10 | [Assessment] |
| Feels authentic | 0-10 | [Assessment] |
| Not manipulative | 0-10 | [Assessment] |
---
### Pillar 7: Objection Handling
**FAQ Section:**
| Element | Present? | Quality |
|---------|----------|---------|
| FAQ section exists | Y/N | — |
| Addresses pricing objections | Y/N | [Assessment] |
| Addresses switching concerns | Y/N | [Assessment] |
| Addresses feature questions | Y/N | [Assessment] |
| Addresses billing/refund | Y/N | [Assessment] |
**Common Objections Coverage:**
| Objection | Addressed? | How |
|-----------|------------|-----|
| "Too expensive" | Y/N | [How handled] |
| "Not sure which plan" | Y/N | [How handled] |
| "What if I need to change?" | Y/N | [How handled] |
| "Hidden fees?" | Y/N | [How handled] |
| "What about support?" | Y/N | [How handled] |
| "How does billing work?" | Y/N | [How handled] |
---
### Pillar 8: CTA Clarity
**Primary CTA Analysis:**
| Tier | CTA Text | Assessment |
|------|----------|------------|
| [Tier 1] | [Button text] | [Clear? Action-oriented?] |
| [Tier 2] | [Button text] | [Clear? Action-oriented?] |
| [Tier 3] | [Button text] | [Clear? Action-oriented?] |
**CTA Assessment:**
| Element | Score | Notes |
|---------|-------|-------|
| Action clarity | 0-10 | Do I know what happens next? |
| Consistency | 0-10 | Same style across tiers? |
| Urgency in CTA | 0-10 | Does it motivate action? |
| Risk in CTA | 0-10 | Does it feel safe? |
**CTA Button Audit:**
| Issue | Present? |
|-------|----------|
| Generic text ("Submit", "Buy") | Y/N |
| Multiple competing CTAs | Y/N |
| CTA below fold | Y/N |
| Low contrast button | Y/N |
| Unclear next step | Y/N |
---
## Output Format
### Executive Summary
```
PRICING PAGE SCORE: XX/100 [GRADE]
Page: [URL or Name]
Business Model: [SaaS/E-commerce/Service]
Tiers: [X] plans
BIGGEST STRENGTH: [What's working well]
BIGGEST WEAKNESS: [Primary conversion blocker]
QUICK WIN: [Easiest high-impact fix]
ESTIMATED IMPACT: [Revenue/conversion improvement]
```
**Grade Scale:**
| Score | Grade | Assessment |
|-------|-------|------------|
| 85-100 | A | Optimized—minor tweaks only |
| 70-84 | B | Good foundation, clear improvements |
| 55-69 | C | Significant issues hurting conversion |
| 40-54 | D | Major problems, needs overhaul |
| <40 | F | Fundamentally broken |
---
### Pillar Scores
```
TIER ARCHITECTURE: ████████████████░░░░ 40/50
PRICE ANCHORING: ████████████░░░░░░░░ 30/50 ⚠️
VALUE HIERARCHY: ██████████████░░░░░░ 35/50
VISUAL GUIDANCE: ████████████████████ 45/50
TRUST ELEMENTS: ████████░░░░░░░░░░░░ 20/50 ⚠️
URGENCY/SCARCITY: ██████░░░░░░░░░░░░░░ 15/50
OBJECTION HANDLING: ████████████░░░░░░░░ 30/50
CTA CLARITY: ██████████████████░░ 42/50
OVERALL: 257/400 = 64/100 (C)
```
---
### Critical Issues
**Issue 1: [Title]**
- **Pillar:** [Which pillar]
- **Problem:** [Specific description]
- **Evidence:** [What I observed]
- **Impact:** [How it hurts conversion/revenue]
- **Fix:** [Specific recommendation]
- **Priority:** CRITICAL
---
### High-Priority Improvements
**Improvement 1: [Title]**
- **Pillar:** [Which pillar]
- **Current:** [What exists]
- **Recommended:** [What to change]
- **Rationale:** [Why this helps]
- **Effort:** Low/Medium/High
- **Impact:** High/Medium/Low
---
### Tier-by-Tier Analysis
**[Tier 1 Name] - $X/mo**
| Element | Assessment |
|---------|------------|
| Target audience clear | [Y/N + notes] |
| Value proposition | [Assessment] |
| Feature presentation | [Assessment] |
| CTA effectiveness | [Assessment] |
| Upgrade path clear | [Assessment] |
**Recommendation:** [Specific changes for this tier]
---
**[Tier 2 Name] - $X/mo**
[Same format]
---
### Pricing Psychology Opportunities
**Currently Missing:**
| Technique | Recommendation | Expected Impact |
|-----------|----------------|-----------------|
| [Technique 1] | [How to implement] | [Impact] |
| [Technique 2] | [How to implement] | [Impact] |
**Decoy Pricing Opportunity:**
[If applicable, explain how to use decoy pricing]
**Anchoring Improvement:**
[Specific recommendations for better anchoring]
---
### Recommended Rewrites
**Tier Names:**
| Current | Recommended | Rationale |
|---------|-------------|-----------|
| [Current name] | [New name] | [Why] |
**CTA Buttons:**
| Current | Recommended | Rationale |
|---------|-------------|-----------|
| [Current CTA] | [New CTA] | [Why] |
**Value Statements:**
| Tier | Recommended Tagline |
|------|---------------------|
| [Tier 1] | "[Tagline that captures value]" |
| [Tier 2] | "[Tagline that captures value]" |
| [Tier 3] | "[Tagline that captures value]" |
---
### A/B Test Recommendations
| Test | Hypothesis | Priority |
|------|------------|----------|
| [Test 1] | If we [change], then [outcome] because [reason] | High |
| [Test 2] | If we [change], then [outcome] because [reason] | Medium |
| [Test 3] | If we [change], then [outcome] because [reason] | Medium |
---
### Competitor Comparison (if provided)
| Element | Your Page | Competitor | Advantage |
|---------|-----------|------------|-----------|
| Tier count | X | X | [Who] |
| Price range | $X-$X | $X-$X | [Assessment] |
| Annual discount | X% | X% | [Who] |
| Trust signals | [Count] | [Count] | [Who] |
| CTA clarity | [Score] | [Score] | [Who] |
---
## Pricing Psychology Reference
### Key Principles
**1. Anchoring Effect**
- First price seen sets expectations
- Show high option first (even if few buy it)
- Compare to higher competitor/alternative
**2. Decoy Effect**
- Add option that makes target option look better
- Decoy should be close in price, less in value
- Works best with 3 options
**3. Center Stage Effect**
- Middle option gets chosen most often
- Position preferred plan in center
- Ensure middle is most profitable
**4. Price-Quality Inference**
- Higher price = higher perceived quality
- Don't be cheapest unless that's your strategy
- Premium tier validates mid-tier value
**5. Pain of Paying**
- Monthly feels smaller than annual
- Per-user feels smaller than total
- Show savings, not just price
---
## Limitations
**I can assess:**
- Visual presentation and layout
- Pricing psychology application
- Copy and messaging effectiveness
- Trust signal presence
- Obvious UX issues
- Competitive positioning
**I cannot assess:**
- Price sensitivity (need customer research)
- Willingness to pay (need surveys/tests)
- Actual conversion data (need analytics)
- Feature value perception (need user research)
- Price elasticity (need experiments)
**For complete pricing optimization, also conduct:**
- Van Westendorp price sensitivity analysis
- Conjoint analysis for feature value
- Customer interviews on pricing
- A/B tests on pricing page
- Win/loss analysis with pricing focus
---
## Quality Checklist
Before delivering audit:
- [ ] All 8 pillars evaluated
- [ ] Each tier analyzed individually
- [ ] Pricing psychology assessed
- [ ] Critical issues clearly flagged
- [ ] Specific rewrites provided
- [ ] A/B test ideas included
- [ ] Competitor context (if provided)
- [ ] Limitations acknowledged
ReadyPricing Page Auditor
MarkdownUTF-8Verified