68 / 100

Wappalyzer pricing teardown

https://www.wappalyzer.com/pricing

A clean, scannable three-tier page with a highlighted Business plan, a comparison table, a free-tier fallback, and a solid FAQ. The main gaps are that annual pricing isn't shown despite the toggle, the Pro-to-Business upgrade logic is partly buried in the limits table, and the jump from $250 to $450 to $850+ lacks clear 'who this is for' guidance.

Tier structure

Pro

$250/mo

Business

$450/mo

Enterprise

$850+/mo

Value metric

flat-rate per tier with usage limits (lookups, verifications, seats)

How limits scale

Users 1 → 5 → 25+
Lead list technology targets 2 → Unlimited → Unlimited
Technology lookups 5,000 → 20,000 → 200,000+
Email verifications 5,000 → 20,000 → 200,000+
Included API credits None → 20,000 → 200,000+

Escalation logic

Pro is a single-user plan limited to 2 lead list technology targets, Business unlocks unlimited targets, 5 seats, API credits and CRM enrichment, and Enterprise raises volume caps and adds dedicated support and custom terms. Upgrade triggers are team size, multi-technology list building, and API/CRM workflows.

Psychological anchors

  • Recommended plan highlight — Business has a 'Most popular' banner, a bold outline, and the only dark-filled primary CTA ('Choose Business'), while Pro and Enterprise get light-tinted buttons.
  • Enterprise price anchor — Enterprise starts at '$850+' and nearly doubles the Business price, making $450 feel moderate while still showing a public starting figure.
  • Annual/monthly toggle — A billing toggle advertises 'Annually (save 17%)', within the typical 17-20% discount range.
  • Free tier as entry anchor — A dedicated 'Start free' callout offers 50 lookups per month and sample lead lists, lowering risk before committing to a $250+ plan.
  • Feature gating via checkmarks — Red X marks for API credits and CRM enrichment on Pro versus green checks on Business make the upgrade reasons visually obvious.
  • Social proof — A logo wall (Google, Amazon, Shopify, Stripe, etc.) and three named testimonials with titles reinforce credibility near the bottom of the page.

What this page is optimizing for

A hybrid: self-serve conversion for Pro and Business (visible prices, instant-signup CTAs, free tier) with a lead-gen path for Enterprise ('Talk to sales' and an '$850+' starting price). The 'Talk to sales' repeats (near the table, and as a closing CTA) show sales-assisted deals are a priority.

Red flags

  • The 'save 17%' toggle is shown, but the screenshot and text only display monthly prices, so the actual annual price isn't visible without interacting.
  • Pro to Business is a 1.8x jump and Business to Enterprise is nearly 1.9x+, but plans have no 'best for' persona descriptions, leaving buyers to decode the limits table to choose.
  • Pro's 2 technology targets and lack of API/CRM access may feel restrictive for a $250/mo price, with no mid-step option for solo users who need more targets.
  • Key constraints like API credit expiry (60 days) are relegated to small gray footnotes rather than shown near the table rows they affect.
  • The free tier is placed below the plan grid rather than as a visible entry point in the table, and free-vs-paid limits aren't compared side by side.
  • Enterprise has no stated feature differences beyond higher limits and 'dedicated support', so the value beyond volume is vague.
  • No money-back guarantee or refund promise is surfaced prominently; it is only found in the FAQ.

Best-practices scorecard

What works · 6

  • Clear recommended tier — Business is unmistakably highlighted with a 'Most popular' banner, bold border, and the only filled primary CTA.
  • Visible prices — All three tiers show prices ($250, $450, $850+), and only Enterprise requires a conversation for exact terms.
  • Tier differences are scannable — A compact six-row comparison table with check/X marks makes differences easy to scan.
  • FAQ or objection handling — Seven FAQs cover free trial, cancellation, credits, expiry, payment, and refunds.
  • Trust signals present — A logo wall of major brands and three named testimonials from Shopify, HubSpot, and PayFit are included.
  • Clear CTAs per tier — Each tier has a distinct, action-specific CTA ('Start with Pro', 'Choose Business', 'Talk to sales'), plus a free signup and a closing sales CTA.

Half measures · 2

  • Annual discount offered — A 17% annual discount is advertised via the toggle, but the discounted prices aren't shown in the default view.
  • Value metric matches usage — Lookups and verifications scale with usage, but bundling seats, targets, and credits into flat tiers can force upgrades for a single constrained limit.