A coffee savings calculator
Pret have an interactive savings calculator, to help frame the value of their coffee subscription.
Design Examples
Pricing Page Design: Real Examples
See how companies like Pret, Airbnb and HelloFresh frame pricing, including savings calculators, per-serving costs and trial toggles, with our UX psychology notes.
Real world examples:
Updated: 26/10/2026, view all 1,496 examples
Examples on Built for Mars include
Flo's opt-in trial toggle feels earned
Airbnb shows monthly prices for long stays
Sentry upsells the feature you came from
The free trial toggle
Flo have a “free trial” toggle on their pricing page, which is a clever way of getting the user to take an action and make a decision.
Klarna's time to buy
The Klarna iOS app will show you historic prices, visualising when it's a good time to buy an item.
Leading with your prices
Wise are so transparent with their prices, that they'll link directly to a fee calculator on their splash page (i.e., before you've made any commitment to use the app).
Dynamic price framing
If you look on Airbnb for availability of more than a month, the price will automatically be framed in months instead of days.
Pricing per meal
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Upselling a specific feature
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FAQs
How do you make subscription savings feel real rather than generic?
Let users enter their own habits and calculate the saving for them. For example, Pret's calculator asks for your drink and how often you buy it each week, then compares costs with and without a subscription and shows a weekly saving. A number built from someone's own routine is harder to dismiss than a blanket discount claim.
Should a free trial be applied automatically or switched on by the user?
Making users turn the trial on themselves can trigger the Endowment Effect, i.e., they feel they've earned it. As an example, Flo's 'Not sure yet? Enable free trial' toggle swaps the yearly plan's badge and changes the button to 'Start 14-Day Free Trial'. It's an unusual pattern, so it needs A/B testing against an auto-applied trial.
Why does per-serving pricing work for meal kits?
Home-cooking costs are hard to pin down, and people tend to judge them by their last few food shops (i.e., Recency Bias). This is what HelloFresh does with its per-serving price, which invites a reverse benchmark: could you cook a tasty meal for £1.93 a serving? A box price alone gives no such comparison.
Why do price-history indicators avoid red, amber and green?
Traffic-light colours would make any price that isn't below average look like a warning, which puts people off buying. For instance, Klarna's price-history bar uses neutral labels like 'Typical price' and 'Good time to buy' instead. A normal price then reads as normal, not as a reason to wait.
Is it worth showing prices before users sign up?
When your prices compare well, showing them early reduces anxiety and builds trust before any commitment. For example, Wise links to a fee calculator from its intro screen, comparing how much recipients get against rival providers. The tactic depends on being confident the comparison favours you.
How can a paywall justify cost beyond listing features?
Tie the subscription to the outcome the user signed up for. As an example, AllTrails places a 'fun fact' above its trial button claiming members are three times more likely to get outdoors. The price is then weighed against reaching a goal, not against a feature checklist.