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Competitors.app pricing teardown

https://competitors.app/pricing

Competitors.app presents a clean three-tier page (Business AI, Business Plus AI, Custom) with transparent per-competitor pricing, a strong 50% launch discount, and a clear "Try for Free" CTA. The page has real structural strengths, but it's undermined by a confusing feature matrix (duplicated LinkedIn rows, unclear gating), no annual option or toggle, and a per-competitor value metric that punishes growth, with no clear recommended tier.

Tier structure

Business AI

$14.90/competitor/mo (was $29.80)

Business Plus AI

$19.90/competitor/mo (was $39.80)

Custom

price hidden ($??.??), contact sales

Value metric

per competitor tracked per month, with user add-ons

How limits scale

Users 1 (multiple users not included) → 5 included (+$14.95/extra user) → Custom
Channels tracked All excl. reviews → All incl. reviews → Custom channel tracking
White label reports & data export No → Yes → Yes + API access
Zapier integration No → Yes → Yes
LinkedIn tracking Add-on (price not shown) → Add-on $6.95/competitor/mo → Custom

Escalation logic

Two public self-serve tiers separated by a modest ~34% price step and by feature gating (reviews tracking, multiple users, white-label/export, Zapier, AI analysis). A hidden-price Custom tier sits on top as an enterprise catch-all.

Psychological anchors

  • Strikethrough pricing — Both plans show the old price ($29.80, $39.80) crossed out beside the discounted price ($14.90, $19.90), reinforcing a 50% saving.
  • Savings callout — Red "You save $14.90 / month" and "You save $19.90 / month" lines under each price make the discount tangible in dollar terms.
  • Urgency / scarcity banner — A top banner reads "October limited-time offer! Subscribe now and keep this discount forever" with a 50% DISCOUNT badge, combining time pressure with a lock-in promise.
  • Enterprise price anchor — The Custom tier shows a masked price ($??.??) and "Speak with our Team", positioning the top tier as bespoke and premium without disclosing a number.
  • Free trial as entry anchor — Both plans use "Try for Free" CTAs, backed by a 15 days free trial and money-back guarantee in the trust strip.
  • Charm pricing — Prices end in .90 ($14.90, $19.90), a classic charm-pricing pattern that signals value.

What this page is optimizing for

Self-serve trial conversion for SMBs and agencies, with an enterprise lead-gen escape hatch. Public prices, identical red "Try for Free" CTAs, and an aggressive discount push toward signup, while the hidden-price Custom tier captures larger accounts.

Red flags

  • Per-competitor pricing means cost scales linearly with tracked competitors, and the total monthly cost for a realistic set (e.g. 5-10 competitors) is never shown or estimated.
  • Neither self-serve plan is visually highlighted or badged as recommended, so the page misses the decoy/default-choice effect.
  • The feature lists are confusing: Business AI shows "Linkedin add-on" twice (once as unavailable, once as available-looking), and "Limited activity" appears in both tiers without explanation of what the limit is.
  • Business AI's add-on price for LinkedIn is not stated, while Business Plus AI shows $6.95 — hidden cost in the lower tier.
  • No monthly/annual toggle or annual discount; only "paid monthly" is mentioned, leaving revenue-predictability and retention levers unused.
  • The discount is a promo ("October limited-time") that doubles as the headline price; the real list price ($29.80/$39.80) is steep, and it's unclear what happens when the promo ends beyond "keep this discount forever".
  • Only two paid tiers differ by relatively subtle gating, and key differentiators (5 users, white label, reviews tracking) are buried in small-text checklists rather than a scannable comparison.
  • No FAQ or objection handling on the page itself — just a generic "Have questions? Contact us" block.
  • Trust signals (GDPR, Capterra, Crozdesk, Product Hunt) appear only in the footer, and testimonials are text-only with limited logos or quantified outcomes near the plans.

Best-practices scorecard

What works · 2

  • Visible prices — Both self-serve plans show exact per-competitor prices with the original price struck through; only the Custom tier hides its price.
  • Clear CTAs per tier — Each plan has a prominent "Try for Free" button and the Custom tier has a distinct "Speak with our Team" CTA.

Half measures · 3

  • Value metric matches usage — Per-competitor pricing maps to value delivered, but it penalizes customers who want broad market coverage and makes total cost hard to predict.
  • Tier differences are scannable — Check/X icons help, but the lists are long, duplicated (LinkedIn add-on), and lack a side-by-side comparison to highlight what upgrading unlocks.
  • Trust signals present — A trust strip (15-day trial, data privacy, support, money-back guarantee), a testimonial, and review badges exist, but the badges sit in the footer rather than near the plans.

What's missing · 3

  • Clear recommended tier — Neither Business AI nor Business Plus AI is badged or visually emphasized, so there is no default choice for the buyer.
  • Annual discount offered — Only monthly billing is shown, with no annual toggle or annual savings.
  • FAQ or objection handling — No pricing FAQ; only a "Get in touch" prompt.