The pricing page draws 16.5% of all traffic on a B2B SaaS website and converts 3.8% of its visitors into a form submission, according to HockeyStack's December 2025 study of 80 companies and more than 31 million visitors. That makes it one of the most visited pages on the site and, after the demo page, one of the best converting.
This page collects the published numbers on pricing page traffic, behaviour and conversion, then adds our own count: the served HTML of 188 SaaS pricing pages, fetched on 28 October 2026. The sources are HockeyStack, Seeto, Growth Unhinged, G2, Nielsen Norman Group and a buyer survey reported by DesignRush.
How much traffic the pricing page gets
HockeyStack's study is the only recent dataset we found that measures the pricing page on its own, across many companies, with a stated sample. All 80 companies are B2B SaaS with both a pricing page and a demo page, and 62.5% of them publish prices.
| Measure | Figure |
|---|---|
| Share of all website traffic | 16.5% |
| Unique visitors against the demo page | 13 times more |
| Average bounce rate | 39% |
| Bounce rate, hidden pricing | 35% |
| Bounce rate, transparent pricing | 42% |
| Time on page against demo page visitors | 1.8 times longer |
| Average time on the demo page, for comparison | 1 min 51 s |
Source: HockeyStack, The State of Pricing, Demo, and Case Study Pages, 80 companies, 31M+ visitors, December 2025
Traffic share. One visit in six lands on the pricing page: about 3,300 visits a month on a site with 20,000 sessions.
Bounce. The transparent pages bounce more, 42% against 35%. That is the expected result: a visitor who finds the number they came for has finished the job, and some leave. A visitor who finds "contact us" has to keep looking. Our SaaS website statistics post covers the session side of the same study, where transparent sites keep visitors for more pages and more minutes.
Hidden or published: the conversion trade
| Measure | Hidden pricing | Transparent pricing |
|---|---|---|
| Pricing page conversion to form submission | 4.6% | 2.8% |
| Form submission to pipeline | 10.31% | 17.50% |
| Forms per 1,000 pricing page visitors | 46 | 28 |
| Pipeline opportunities per 1,000 visitors | About 4.7 | About 4.9 |
| Average pricing page conversion, all 80 companies | 3.8% | 3.8% |
| Demo page conversion, for comparison | 5.5% | 5.5% |
Source: HockeyStack, December 2025. The two per 1,000 rows are our arithmetic on HockeyStack's rates.
The two halves of this table point in opposite directions. Hiding the price collects 1.64 times more forms, because a visitor who wants a number has no other way to get it, and those forms qualify less often. Publishing the price filters visitors before the form, so fewer submit and more of them can afford it.
Multiplied through, 1,000 visitors produce about 4.7 opportunities with hidden pricing and about 4.9 with transparent pricing. The difference is too small to call a winner from one study. What changes is the work behind it: the hidden-price page sends the sales team 18 more conversations per 1,000 visitors to reach the same pipeline.
Whole-site medians and the traffic-source split behind these funnels are in our B2B SaaS website conversion rate statistics, and the form side is in our demo request conversion rates post.
What 188 SaaS pricing pages show: our count
On 28 October 2026 we requested the pricing pages of 259 SaaS products with a plain desktop browser request, removed scripts and styles, and searched the visible text for set phrases. We kept the 188 pages that returned a working pricing page with at least one price in the visible text. The other 71 returned an error, a bot wall, a page that renders only in JavaScript, or no price we could read; HubSpot, Jira, Canva and Zoom are missing for that reason.
This is a keyword count, not a manual read. Against the 23 products we read by hand on 20 October, it agreed on the free plan for 19 of 23, on the free trial for 20 of 23 and on the stated annual saving for 21 of 23. We left out "most popular" badges because the phrase test matched too much other text.
| Element in the visible page text | Pages | Share |
|---|---|---|
| Annual or yearly billing | 152 | 81% |
| An FAQ section | 153 | 81% |
| The word "enterprise" | 159 | 85% |
| A plan or feature comparison | 124 | 66% |
| "Contact sales" or "talk to sales" | 118 | 63% |
| A free plan | 111 | 59% |
| A free trial | 107 | 57% |
| Per-user or per-seat wording | 86 | 46% |
| A stated annual saving as a percentage | 74 | 39% |
| SOC 2, ISO 27001 or GDPR | 75 | 40% |
| "No credit card" or similar | 60 | 32% |
| A money-back guarantee or refund wording | 39 | 21% |
Source: Octo Agency count of served HTML, 188 SaaS pricing pages, 28 October 2026
Sales routes. Nearly two thirds of pages name a sales route in words. Published prices and a sales conversation sit on the same page as a rule, not as alternatives.
FAQs and comparisons. Four pages in five carry an FAQ and two in three a plan comparison, which Nielsen Norman Group recommends for B2B pages.
Free plans, trials and the paid-only page
| Mix | Octo count, 188 pages | Seeto, 600 pages | Growth Unhinged, 200 products |
|---|---|---|---|
| Free plan, with or without a trial | 59% | 31% | Freemium primary for 26% |
| Free trial, no free plan | 24% | 47% | Free trial primary for 57% |
| Free plan and free trial both mentioned | 33% | Not reported | Not reported |
| Neither | 17% | 22% | Not comparable |
Sources: Octo Agency count, 28 October 2026; Seeto, March to April 2026; Growth Unhinged with ChartMogul and ProductLed, January 2026
The samples measure different things. Seeto, a competitive intelligence vendor, parsed 600 pricing pages, about 90% B2B. Growth Unhinged asked 200 self-serve products about their primary entry point. Our sample leans towards well-known self-serve brands, hence a free plan share almost twice Seeto's. Use ours for patterns and Seeto's for prevalence.
Trial length. 68 of our pages state a trial length. 39 say 14 days, 15 say 30 days, 6 say 7 days and 4 say 15 days; four others give 3, 21, 45 or 90 days. Growth Unhinged found 62% of free trials run 14 days, so the two agree.
Cards. Of the 107 pages that mention a trial, 46 also say no credit card is needed. Growth Unhinged found 80% of trials cardless, and card-required trials converting at about 30%, more than five times the cardless rate, against an 8% median for all products. Seeto reports the opposite direction of travel: freemium losing ground to trials with a card taken up front.
Annual discounts cluster at 20%
| Stated saving | Pages |
|---|---|
| Under 17% | 6 |
| 17% to 20% | 34 |
| 21% to 30% | 19 |
| Over 30% | 15 |
| Exactly 20% | 26 |
| Median | 20% |
Source: Octo Agency count, 28 October 2026. Where a page shows several figures, the highest is used.
Seeto found 80% of pages offering both billing periods inside a 17% to 20% band, against a 10% to 35% spread three years earlier. Our count is looser, with 46% inside the band, partly because many pages carry more than one product and say "up to". Intercom states "Save up to 35%", Webflow "Save up to 40%", and the 33% we recorded for monday.com comes from its CRM product block, not its main work management plans. A headline saving above 30% usually applies to one plan.
Another 80 pages mention annual billing without stating a percentage, and nine mention months free. Seeto also reports per-seat pricing on 58% of pages, usage-based on about 22% and hybrid on about 15%, and a median of two paid add-ons per page, up from zero or one three years ago.
What buyers say, and what marketplaces show
Two sources describe the buyer side, and both are thinner than the behaviour data above.
Buyer surveys. DesignRush reports that 74% of B2B buyers in Mixology's B2B Buyer Report want clear and detailed pricing upfront, and 69% named a lack of clear pricing among their leading frustrations with vendors. The article does not give the sample size or fieldwork dates, so treat the figures as directional.
Marketplace listings. G2 found that only 4% of its product profiles list a price, which is still more than 9,300 profiles, as of March 2025. More than 2,300 profiles show non-numerical pricing such as "contact us". Against that, 188 of 188 pricing pages in our sample show at least one price, by construction, and Seeto found 36% of its 600 pages publishing enterprise prices. Vendors publish on their own sites what they rarely publish on marketplaces.
Usability. Nielsen Norman Group's guidance, from 2019, is to show the price, and where it varies, to show common scenarios or a starting price. Hidden prices add a step, can make a product look unaffordable and can make the company look as if it is hiding something.
How to use this on a pricing page
One visit in six reaches this page, so it deserves the testing attention a homepage gets. Publish self-serve prices and keep the top tier as a conversation. With a small sales team, the HockeyStack funnel says published prices deliver similar pipeline with far fewer calls. Add an FAQ and a plan comparison, state the trial length and card rule, and keep the annual saving near 20% unless you have a reason not to. Measure the step after the form too, since pricing visibility moves the two in opposite directions. Our A/B testing statistics set realistic expectations for any test of these elements.
On a pricing page rebuild in Webflow, we would track the billing toggle, plan clicks, trial starts and form submissions as separate events from launch, so the team can see which plans visitors compare as well as which form they send. Our marketing website service explains how we scope that work.
