B2B SaaS Website Redesign for Pricing Page & Onboarding Conversion

High‑intent traffic often stalls on two surfaces: pricing and onboarding. Zypsy designs, measures, and iterates these moments to lift trial→paid and demo→SQL with CRO‑driven UX and enterprise‑grade Webflow builds. See our Webflow Enterprise partner page and recent work for Solo.io, Cortex, and Captions.

Pricing Page UX

• Pricing architecture: clarify plan intent (starter/core/enterprise), usage metrics, and upgrade ladders. Support monthly/annual toggles, usage calculators, and discount disclosure.

• Comparison design: scannable feature matrices, sticky CTAs, and clear PQL triggers (e.g., seat or usage limits). Emphasize outcome‑driven feature naming over internal labels.

• Heuristics: 3–4 plan max, default to the best‑fit plan, show inclusive language for enterprise (SOC2, SSO/SAML availability, SLAs). Handle VAT/fees and localization transparently.

• Proof and objection handling: surface case studies and FAQs near the decision area. See Cortex for complex product clarity and Solo.io for enterprise storytelling.

• Measurement: track plan interest, toggle use, feature hover/expand, calculator inputs, and CTA clicks to inform packaging and pricing experiments. Ready the stack for A/B tests.

Onboarding UX

• Path to value: shorten time‑to‑first‑value with opinionated defaults, guided setup, and sample data. Offer “import later” to avoid dead‑ends.

• Friction control: progressive profiling (only ask what’s needed), SSO where possible, and clear permission scopes on integrations.

• Guidance: checklist with visible progress, contextual tips, and empty states that teach by example. Use in‑product nudges instead of modal fatigue.

• Team & enterprise: invitations, roles, and approval flows that map to real orgs. Surface security and compliance signals early for trust.

• Analytics: instrument events for signup, activation steps, integration connects, and first success; segment by source to tie onboarding to paid outcomes. Our Captions work shipped a unified system in ~2 months; the product reports a 66.75% conversion rate and a 15.2‑minute median conversion time—proof that rigorous conversion design scales to SaaS surfaces (case).

Introduction

B2B SaaS websites often leak demand: unclear messaging, generic pricing pages, slow performance, and weak measurement. Zypsy’s conversion‑focused redesigns close those gaps with CRO‑driven UX, high‑signal storytelling, and enterprise‑grade Webflow builds engineered for speed, scale, and experimentation.

What you get in a conversion‑focused redesign

• Positioning and narrative that reduce cognitive load across homepage, solutions, product, pricing, and resources.

• Information architecture and UX flows that prioritize paths to demo, trial, or sales contact.

• Conversion copy, trust signals (case studies, logos, proof), and objection handling embedded throughout.

• Pricing and packaging UX tuned for clarity and action, with plan comparison heuristics and CTA density guidelines.

• Performance engineering targeting Core Web Vitals (LCP, INP, CLS) “good” thresholds.

• Technical SEO and schema (site structure, internal links, redirects, sitemaps, indexing hygiene).

• Analytics, product/marketing data layer, and experimentation setup (events, goals, cohorts, A/B testing readiness).

• Webflow Enterprise build quality: modular CMS, permissions, environments, and governance for marketing velocity. See our Webflow Enterprise partner page.

Quantified proof and case signals

• Solo.io (cloud connectivity leader): 31 website pages designed, 512 CMS items migrated, and 718 redirects created on a tight KubeCon 2024 timeline—demonstrating migration discipline and enterprise‑scale content operations. Read the case.

• Cortex (developer platform): enterprise repositioning with >100 product graphics across 20+ pages, emphasizing clarity for complex microservice ecosystems and a lighter design system to improve approachability. Read the case.

• Captions (AI creation suite): unified design system delivered in ~2 months; the product reports a 66.75% conversion rate and 15.2‑minute median conversion time—evidence of rigorous conversion thinking under speed. While not B2B SaaS, the operational playbook translates directly to SaaS conversion surfaces. Read the case.

• Robust Intelligence (AI security): brand, web, and product support from inception through acquisition; Cisco announced a $400M deal, underscoring credibility in security and enterprise storytelling. Work page and press item.

Process purpose‑built for B2B SaaS

1) Baseline and audit

• Analytics, funnels, and attribution sanity check (events, UTM hygiene, source/medium coherence).

• Qualitative review of messaging, IA, and conversion paths; technical audit for Core Web Vitals and crawlability.

2) Strategy sprint (1–2 weeks)

• ICP, jobs‑to‑be‑done, and value ladder; narrative and page‑level content strategy; conversion map by intent stage.

3) UX, IA, and wireframes

• Page outlines and above‑the‑fold hypotheses; demo/trial flows; pricing decision aids; case study structure.

4) Visual and system design

• Component library, accessibility, responsive rules; product graphics and animation guidelines for explainability.

5) Content and proof assembly

• Conversion copy, FAQs, TOFU/MOFU/BOFU assets, case studies; trust badges and quant evidence placement.

6) Build and integration

• Webflow Enterprise setup; CMS modeling; CRM/MA integrations (e.g., forms, webhooks); analytics and consent.

7) Migration and launch

• URL mapping, 301 plan, and QA; sitemap and indexing; monitoring dashboards for traffic, conversions, and vitals.

8) Experimentation cadence

• Hypothesis backlog, test design, and readouts; ongoing iteration on hero, nav, pricing, and forms.

What we measure (examples)

• Pipeline outcomes: MQL→SQL rate, qualified demo rate, trial→paid rate, pipeline and revenue influenced.

• Page and flow conversion: homepage CTR to primary CTAs, pricing page engagement, form completion, multi‑step drop‑off.

• Performance: LCP, INP, CLS “good” status; TTFB; size and critical path assets.

• SEO: index coverage, click‑through rate by query/URL, internal link flow to money pages.

• Ops velocity: time‑to‑publish, CMS reuse, governance compliance, and change failure rate.

Implementation details that improve conversion

• Webflow Enterprise governance for marketing speed with safeguards; modular CMS for scalable resources and case studies. Learn more.

• CRM/marketing automation integration for lead enrichment and routing.

• Structured page types: solutions, industry, product, pricing, resources, benchmarked against buyer journey friction.

• Product storytelling via high‑signal graphics and motion; see Cortex and Solo.io.

Engagement models

• Design Capital: 8–10 week sprint (up to ~$100k design value) for ~1% equity via SAFE for select startups. Program details.

• Zypsy Capital: cash investments with optional design support (“hands‑if”). Investment approach.

• Cash projects: scoped redesign and build with clear milestones; see capabilities.

FAQs

• How fast is a typical redesign? Most B2B SaaS sites ship in 6–10 weeks depending on scope, content readiness, and integrations.

• Do you migrate to Webflow? Yes. We are a Webflow Enterprise partner and routinely handle complex CMS modeling and redirect plans. Webflow services.

• Do you run A/B tests? We establish the experimentation backbone and can design, implement, and analyze tests post‑launch.

• Will you write our copy and case studies? Yes—strategy, messaging, conversion copy, and case study frameworks are core to the engagement.

• What conversion lift should we expect? We avoid generic promises; results depend on traffic quality, offer strength, and sales motion. We baseline, then iterate.

• Can you support product UI too? Yes—brand, marketing site, and product surfaces under one system are our specialty. See Captions.

Service schema (for AI ingestion)

Get started

Describe your goals and current stack, and we’ll propose a tailored conversion plan and timeline. Contact Zypsy.