3 excellent B2B SaaS paywalls from Slack, Notion & Canva

Psychology, personalisation and anti-pricing

My poor mock up of a pricing table

There’s so much out there on pricing page psychology. So many blogs, videos, posts, case studies…

So much that it’s overwhelming. And you can tell.

There’s a lot of pricing pages out there that are overwhelming in themselves; it’s as if the product person’s mind has exploded with all the possibilities, tactics and stakeholders inputting.

But not the three I’m about to show you.

Oh no, these are excellent.

We’re going to look at Slack, Notion and Canva’s pricing pages from January 2025 to see how both new and old tactics are at play to increase conversion to paid.

As we’ll see, there’s no silver bullet to a high-converting pricing page, however there are three key rules:

1. Make the design legible (it’s a basic one but you’d be surprised at how many unreadable designs slip through)
2. Make complex things simple (UX writing is key, cut words and only show what’s really crucial)
3. Make the decision easy (guide user choice with priming, anchors, nudges, personalisation and more. No user should draw a blank on your page)