Craft pricing teardown
https://www.craft.do/pricingCraft's pricing page is a clean, self-serve-optimized layout with transparent prices, a strikethrough annual discount, and a strong comparison table that justifies the paid tier with concrete limits. It's a well-executed 4-tier structure (Free, Plus, Family, Team) though the Free vs Plus distinction leans on somewhat abstract 'block' limits that casual visitors may not immediately grasp.
Tier structure
Free
$0
Plus
$6.4/mo (annual) / $8/mo
Family
$12/mo (annual) / $15/mo
Team
$50/mo
Value metric
per-account subscription with fixed-price bundles for multiple accounts
How limits scale
Escalation logic
Free gives a capped, block-limited experience to try the product; Plus removes all limits for a single account; Family and Team are fixed-price bundles of multiple Plus accounts for shared/collaborative use, escalating by number of included seats rather than features.
Psychological anchors
- Strikethrough pricing — Plus ($8→$6.4), Family ($15→$12) show crossed-out monthly price next to discounted annual price to visually reinforce savings.
- Free tier as entry anchor — $0 Free plan with real but capped features (1500 blocks, 1GB storage) lets users experience the product before hitting limits that push upgrade.
- Bundled/family pricing anchor — Family and Team plans are framed as fixed-price bundles of 'Plus accounts,' making the per-seat cost look cheaper than buying individual Plus subscriptions.
- Competitor cost stacking — 'Smart on price, strong on power' section adds up other apps' costs (Notes $10 + Docs $12 + File Storage $12 + Web Publishing $12 = $46) against Craft's $6.4/month to anchor perceived value.
- Annual/Monthly toggle — Toggle switches between yearly (discounted) and monthly pricing, defaulting to Yearly to nudge higher LTV commitments.
What this page is optimizing for
Self-serve conversion — prices are fully visible, CTAs are instant ('Sign up', 'Get Started') with no contact-sales friction except for large teams, and the feature comparison table is designed to make the free-to-paid upgrade decision easy without sales involvement.
Red flags
- No highlighted/recommended plan badge is visible despite Plus clearly being the intended default choice (page text implies 'PLUS' framing but no 'Most Popular' tag shown).
- Team plan pricing and limits are less detailed than Plus/Family — no explicit feature breakdown shown for Team beyond seat count.
- No free trial is offered, only a capped Free tier, which may reduce urgency for users who want to test premium features like unlimited storage or Max AI model.
- Content/storage limits ('1500 blocks', '25 MB') are somewhat abstract for non-technical buyers to evaluate against their real needs.
- FAQ section text lists several open questions (device sync, country pricing, plan-switching) without visible answers in the extracted content, suggesting shallow objection handling.
Best-practices scorecard
What works · 5
- Visible prices — All four tiers show exact monthly prices with annual/monthly toggle.
- Annual discount offered — Yearly billing shows ~20% discount via strikethrough pricing on Plus and Family.
- Tier differences are scannable — A detailed comparison table lists content limits, storage, AI credits, and API access side-by-side by plan.
- Trust signals present — App Store Award, Apple Design Awards Finalist, Webby, and German Design Award badges are displayed near the pricing content.
- Clear CTAs per tier — Each tier has a distinct CTA button ('Sign up', 'Get Started') plus a 'Contact us' link for larger teams.
Half measures · 3
- Clear recommended tier — Plus is positioned centrally and described as the 'daily workflow' plan, but no explicit 'Most Popular' badge is visible in the screenshot.
- Value metric matches usage — Per-account/bundle pricing scales reasonably, but Free tier's block/storage limits are an unusual metric that may confuse buyers evaluating fit.
- FAQ or objection handling — FAQ section exists with relevant questions but visible answers are missing or truncated in the extracted content.