Of 25 well-known SaaS pricing pages we read on 20 October 2026, 24 publish at least one price, 20 offer a free plan, and 19 still end in a top tier with no number and a contact-sales button. The pricing page is no longer a choice between transparent and hidden. Almost every SaaS company does both, on the same page.
This page collects the numbers for the three places a SaaS website earns or loses a customer: the homepage, the pricing page and the trial. The sources are HockeyStack, Growth Unhinged, Nielsen Norman Group, the HTTP Archive Web Almanac, Navattic, Userpilot, Recurly, Seeto and our own count. Whole-site conversion medians and traffic-source splits are in our B2B SaaS Website Conversion Rate Statistics 2026 post, so they are not repeated here.
The homepage has one screen and about two and a half minutes
We found no public dataset that isolates SaaS homepage behaviour, so the closest measures are site-wide SaaS data and general eye-tracking and speed research. Read together they set a tight budget.
| Measure | Figure | Source and scope |
|---|---|---|
| Bounce rate, whole site | 59% | HockeyStack, 80 B2B SaaS companies, 31M+ visitors, 2025 |
| Average session duration | 2 min 35 s | HockeyStack, same sample |
| Pages per session | 2.62 | HockeyStack, same sample |
| Viewing time above the fold | 57% | Nielsen Norman Group, 120 participants, 2018 |
| Viewing time in the first two screens | 74% | Nielsen Norman Group, 2018 |
| Home pages passing all Core Web Vitals, mobile | 45%, against 56% for secondary pages | Web Almanac 2025, CrUX data |
| Home pages passing all Core Web Vitals, desktop | 47%, against 61% for secondary pages | Web Almanac 2025 |
| Engagement per visit, year on year | Down 10% | Contentsquare, 99 billion sessions, Q4 2024 to Q4 2025 |
Sources: HockeyStack, 2025; Nielsen Norman Group, 2018; HTTP Archive Web Almanac 2025; Contentsquare 2026 Digital Experience Benchmark
Attention. Nielsen Norman Group's 2018 eye-tracking study found 57% of viewing time above the fold and 74% within the first two screens; the second screen alone got about 17%. A SaaS homepage that saves the category, the audience or the price route for the third section is writing for about a quarter of the attention it gets.
Speed. The Web Almanac's 2025 performance chapter separates home pages from inner pages, and home pages lose on both devices. The page most visitors see first is, on the median site, the one most likely to fail.
Trend. Contentsquare's 2026 benchmark, across more than 6,500 websites, recorded visits down 3.8%, engagement down 10% and conversion down 5.1% year on year. Fewer, shorter visits make the first screen more important, not less.
In our own scoring of 24 B2B SaaS homepages, published as 24 B2B SaaS Websites Scored on Clarity, Speed and Demo Path, 14 heroes named a product category buyers already use and only 7 said who the product was for. The attention data explains why that matters: the visitor who leaves after one screen never reads the second.
What the homepage asks the visitor to do
The homepage's main button decides which funnel the visitor enters. Two 2026 datasets describe the options from opposite ends: what websites show, and what the product treats as its front door.
| Measure | Figure | Source |
|---|---|---|
| Sites with a "Book a demo" CTA | 61% | Navattic, about 5,000 B2B SaaS sites |
| Sites with a "Try for free" CTA | 22% | Navattic |
| Sites with an interactive demo CTA | 18%, up from 12% in 2024 | Navattic |
| Products whose primary entry point is a free trial | 57% | Growth Unhinged, 200 B2B products |
| Freemium as primary entry point | 26% | Growth Unhinged |
| Reverse trial; interactive demo; paid trial | 7%; 7%; 4% | Growth Unhinged |
Sources: Navattic, State of the Interactive Product Demo 2026; Growth Unhinged with ChartMogul and ProductLed, February 2026
The two samples disagree because they measure different populations. Navattic counts a random sample of B2B SaaS websites, most of them sales-led; Growth Unhinged surveyed self-serve products, mostly at $1M to $10M ARR. A sales-led company puts a demo button on the homepage; a product-led one puts a sign-up there. Our B2B SaaS Demo Request and Lead Form Statistics 2026 post found that 23 of 30 large SaaS homepages offer both, so the practical question is which button gets the filled style.
Navattic adds a placement figure worth keeping: 80% of the best-performing interactive demo CTAs sit above the fold or in the navigation bar, consistent with the attention data above.
What 25 SaaS pricing pages publish: our count
We read the pricing pages of 25 widely used SaaS products on 20 October 2026, from the HTML each server returned to a plain browser request. It is a small sample biased towards well-known self-serve brands, not a market share figure. HubSpot, Jira, Pipedrive and Zoom were left out because their plan text did not come back in a plain request, and Hotjar's pricing page now redirects to Contentsquare's.
| Product | Free plan | Free trial on the page | Annual saving stated | Top tier unpriced | Highlighted tier |
|---|---|---|---|---|---|
| Slack | Yes | No | No | Yes | Personalised "Recommended for you" |
| Notion | Yes | No, AI only | Up to 20% | Yes | Recommended |
| Asana | Yes | No | No | Yes | No |
| monday.com | Yes | 14 days | 18% | Yes | Most Popular |
| ClickUp | Yes | No | Up to 33% | Yes | No |
| Zendesk | No | 14 days | 20% | Yes | Most Popular |
| Intercom | No | 14 days, no card | Up to 35% | No | No |
| Airtable | Yes | No | No | Yes | No |
| Miro | Yes | 14 days | 20% | Yes | No |
| Figma | Yes | No | No | No | No |
| Linear | Yes | No | No | Yes | No |
| Calendly | Yes | Yes, length not stated | Up to 20% | No | Popular plan |
| Loom | Yes | 14 days | Up to 17% | Yes | Most Popular |
| Dropbox | Yes | 30 days | No | Yes | Best Value |
| Webflow | Yes | No | Up to 40% | Yes | No |
| Ahrefs | Limited free tool | No | Up to 17% | No | No |
| Semrush | Yes | Yes, length not stated | Up to 17% | Yes | No |
| Typeform | Yes | 14 days, card required | 30% | Yes | No |
| Mixpanel | Yes | No | No | Yes | No |
| Sentry | Yes | Yes, length not stated | No | Yes | No |
| Vercel | Yes | Yes, length not stated | No | Yes | Popular |
| Postman | Yes | No | Up to 25% | Yes | No |
| Freshdesk | No | 14 days | 20% | No | Most Popular |
| Salesforce Sales Cloud | No | 30 days, no card | No | No | No |
| Gong | No | No | No | Quote only | No |
Source: Octo Agency read of each pricing page, 20 October 2026
Prices. 24 of 25 publish at least one price; only Gong sends every visitor to a form. Six publish a number for every tier, including Salesforce, whose Max suite is listed at $550 per user per month, and Calendly, whose enterprise tier starts at $15,000 a year. The other 19 combine public self-serve prices with an unpriced enterprise tier.
Free plans and trials. 20 of 25 offer a free plan, 13 mention a free trial, and 9 offer both. Every product without a free plan except Gong offers a trial instead. Seven of the nine trials with a stated length run 14 days; Dropbox and Salesforce run 30.
Highlighted tier. Nine of 25 mark one plan as popular, recommended or best value in the served page. Slack's label is personalised to the visitor rather than fixed to a plan.
Annual discounts have converged on about 20%
Of the 14 pages that state an annual saving, the median is 20%, and nine sit between 17% and 20%. Slack and Asana show both prices without a percentage; the gap works out at about 17% and 18.5%. The outliers are ClickUp at up to 33%, Intercom at up to 35% and Webflow at up to 40%, and all three say "up to", so the headline applies to one plan.
Seeto reports the same convergence at scale: 80% of its 600 pages that offer both billing periods sit in a 17% to 20% band, where three years earlier discounts ranged from 10% to 35%. Seeto sells competitive intelligence and collected the pages for its customers, so treat it as a vendor sample. It also found per-seat pricing on 58% of pages, usage-based on about 22% and hybrid on about 15%.
Recurly's 2026 subscription report puts the reason in numbers: annual plans bring 50% to 60% higher revenue per user, with a larger renewal risk. That figure covers subscription businesses in general, most of them consumer, so treat it as a proxy.
Showing the price changes how visitors behave
HockeyStack's December 2025 study of 80 B2B SaaS companies, 62.5% of which publish prices, measured what transparency does to a visit. Visitors to transparent pricing pages viewed 4.26 pages per session against 2.57 on hidden-price sites, and stayed 3 minutes 25 seconds against 2 minutes 31 seconds. The pricing page bounce rate was 42% on transparent sites and 35% on hidden ones.
The conversion side, in which hidden pricing collects more forms and transparent pricing turns more of them into pipeline, is covered in our B2B SaaS Website Conversion Rate Statistics 2026 post. The behaviour data adds one point: a visitor who has seen a number keeps reading. On a site where the pricing page draws a sixth of all traffic, as HockeyStack found, that is a large share of the visits that go deeper than one page.
How long trials run and how often they convert
| Measure | Figure | Source and scope |
|---|---|---|
| Free trials that run 14 days | 62% | Growth Unhinged, 200 B2B products, January 2026 survey |
| Free trials that run 7 days; 30 days | 14%; 14% | Growth Unhinged |
| Free trials that require a card up front | 20% | Growth Unhinged |
| Free-to-paid within six months, all products, median | 8% | Growth Unhinged |
| Free-to-paid, card-required trials | 30%, more than 5 times cardless trials | Growth Unhinged |
| Free trials with human touchpoints for enterprise users | 80% | Growth Unhinged |
| Average site-level trial conversion, subscription businesses | 38.1% | Recurly, 851 sites, 35M trials, 2022 data |
| Activation rate, average and median | 37.5% and 37.04% | Userpilot, 62 companies, 2025 |
| Time to value, average | 1 day, 12 hours, 23 minutes | Userpilot, 62 companies, 2025 |
Sources: Growth Unhinged with ChartMogul and ProductLed, 2026; Recurly 2023 State of Subscriptions; Userpilot SaaS Product Metrics Benchmark Report 2025
Length. Fourteen days is the default in both the survey and our count. We found no recent B2B dataset that ties trial length to conversion, so 14 days is a convention, not a measured optimum. The length to test against is the time your product needs to show value.
Cards. The 30% for card-required trials and the 38.1% from Recurly measure filtered trials: the card removes casual sign-ups before the trial starts. Growth Unhinged notes that trials convert slightly better than freemium, and the gap disappears once sign-up rates are counted. A card moves the filter forward; it does not create buyers.
Activation. Userpilot sells product adoption software and the figures come from its own customers' dashboards, so they are vendor-sourced. Its average time to value, about a day and a half, sits comfortably inside a 14-day trial; its 37.5% activation rate says most trial users never reach that point. The trial converts on the in-product experience, which the marketing site can set up but not finish.
What this means for a SaaS marketing site
Four rules fall out of the numbers. Put the category, the audience and a route to pricing in the first screen, because a quarter of attention is all the second screen gets. Treat home page speed as its own project; the Web Almanac shows home pages failing more often than the pages behind them. Publish self-serve prices and keep the enterprise tier as a conversation, the pattern 19 of our 25 products use. Match the pricing page's trial promise to the product: a 14-day trial is the default, but only if a new user reaches value in the first days.
We build SaaS marketing sites in Webflow and the applications behind them in Next.js. On a pricing page rebuild we would wire the billing toggle, plan clicks and trial starts as separate analytics events before launch, so a team can see which tier visitors compare, not only which form they submit. Our marketing website service explains how we scope that work.
