Pricing

WHY IT WORKS: This pricing page leverages powerful social proof immediately ("3,341 teams signed up last week") to create FOMO and validation. The simple, transparent pricing structure ($99/month flat rate) eliminates decision fatigue, while the free 30-day trial removes all risk barriers. The page masterfully combines trust signals, clear value propositions, and comparison advantages to make the purchase decision feel obvious and urgent.

COPYWRITING TECHNIQUES:

• Social proof through specific numbers - "3,341 teams signed up last week" provides concrete validation
• Risk reversal messaging - "Start a free 30-day trial" with "No credit card required"
• Value stacking - Lists everything included ("every feature", "unlimited projects, unlimited users")
• Comparison anchoring - "Save big with Basecamp" section shows cost advantages over competitors
• Direct, conversational tone - "Join them" creates inclusive community feeling

DESIGN PRINCIPLES:

• Visual hierarchy through size contrast - Large headline numbers grab attention first
• Three-column layout - Organizes benefits into digestible chunks (projects, users, storage)
• Strategic use of yellow - CTA button stands out against minimal color palette
• Whitespace for clarity - Clean, uncluttered design reduces cognitive load
• Progressive disclosure - FAQ section at bottom for those needing more details

PSYCHOLOGICAL TRIGGERS:

• Bandwagon effect - "3,341 teams signed up last week" triggers social validation
• Loss aversion - Comparison chart shows money being "lost" with competitors ($193.30/month vs $99)
• Authority bias - Logo display of well-known companies using Basecamp
• Simplicity bias - Single pricing tier removes paradox of choice
• Reciprocity principle - Free trial creates obligation to reciprocate value received