74 / 100

Umami pricing teardown

https://umami.is/pricing

Umami's pricing page is clean, transparent, and well-structured for a usage-based analytics product, with a clear free tier entry point, a highlighted Pro plan, and a comprehensive feature comparison table. The page is strongly self-serve oriented with visible prices, trial CTAs, and a solid FAQ section, though the absence of an annual billing option and the steep 10x price jump from Pro to Business are notable gaps.

Tier structure

Hobby

$0/mo

Pro

$20/mo

Business

$200/mo

Enterprise

Custom

Value metric

usage-based (events per month, with overage billing per additional event)

How limits scale

Events (included/month) 100K → 1 million → 10 million → Custom
Websites 1 → Up to 20 → Unlimited → Unlimited
Team members — → Up to 10 → Unlimited → Unlimited
Data retention 6 months → 2 years → 5 years → Custom
Session replays (included) — → — → 5,000 → Custom

Escalation logic

Tiers escalate from a free Hobby entry tier to Pro at $20, then a large jump to Business at $200, with Enterprise at custom pricing. Each tier unlocks progressively more events, websites, team members, data retention, and premium features like session replays, heatmaps, and SSO.

Psychological anchors

  • Highlighted recommended plan — The Pro plan card has a visible blue border/highlight in the screenshot, acting as the decoy anchor and drawing the eye to the $20/mo option.
  • Free tier as entry anchor — Hobby at $0 lowers the barrier to entry and establishes a reference point that makes Pro at $20 feel low-cost by comparison.
  • Enterprise as high-price anchor — The 'Custom' Enterprise tier with no visible price anchors perception of Business at $200 as a reasonable ceiling for most buyers.
  • 14-day free trial CTA — Both Pro and Business feature a 'Try 14-day free trial' CTA (no credit card implied), reducing commitment friction for paid plan conversion.
  • Overage pricing transparency — Per-event overage rates ($0.00003 for Pro, $0.00002 for Business) are shown explicitly, reassuring users they won't lose data if they exceed limits.
  • Round premium pricing — Prices are $20 and $200 (round numbers), signaling confidence and simplicity rather than charm pricing, consistent with a developer/technical audience.

What this page is optimizing for

This page is primarily optimized for self-serve conversion, evidenced by fully visible prices, instant 'Get started' and 'Try 14-day free trial' CTAs on every paid tier, and a comprehensive FAQ that handles common objections without requiring sales contact. Enterprise lead-gen is secondary, with a simple 'Contact us' CTA for the custom tier.

Red flags

  • No annual billing option is offered anywhere on the page, missing a standard 17-20% discount lever that could improve LTV and reduce churn.
  • The 10x price jump from Pro ($20) to Business ($200) is very steep with no intermediate tier, likely causing many mid-market prospects to churn or stay on Pro rather than upgrade.
  • The Hobby plan has no team members limit shown (implied solo use), but this is not explicitly called out, which could confuse small teams evaluating the free tier.
  • No 'Most Popular' badge is visible on the Pro plan despite it being highlighted — a missed opportunity to add social proof to the recommended tier.
  • The feature comparison table is very long (50+ rows), which may overwhelm buyers scanning for key differentiators between tiers.
  • No social proof elements (customer logos, testimonials, review badges) appear on the pricing page itself, reducing trust signals at the conversion moment.

Best-practices scorecard

What works · 4

  • Visible prices — All prices except Enterprise are fully visible with no gating or 'request a quote' friction for the first three tiers.
  • Value metric matches usage — Charging by events per month is a natural fit for a web analytics product and scales intuitively with customer growth.
  • FAQ or objection handling — A 10-question FAQ covers billing, overages, GDPR, trial mechanics, data export, and self-hosting — addressing the most common objections for this product category.
  • Clear CTAs per tier — Each tier has a distinct, action-oriented CTA: 'Get started' (Hobby), 'Try 14-day free trial' (Pro and Business), and 'Contact us' (Enterprise).

Half measures · 3

  • Clear recommended tier — Pro is visually highlighted with a blue border but lacks a 'Most Popular' or 'Recommended' badge to reinforce the signal with text.
  • Tier differences are scannable — The feature comparison table is comprehensive but very long; the card-level bullet points do a better job of surfacing the key upgrade triggers quickly.
  • Trust signals present — GDPR/CCPA compliance and a '36K' GitHub star count in the nav provide some trust, but there are no customer logos, testimonials, or review platform badges on the pricing page.

What's missing · 1

  • Annual discount offered — There is no annual billing toggle or discount mentioned anywhere on the page, which is a significant missed retention and LTV lever.