A subscription landing page converts when it makes the ongoing outcome clear, shows monthly and annual prices honestly, explains exactly when a trial ends and billing starts, and makes cancelling sound easy because it is. Good examples, such as Monarch, Owner and Lovable, answer "why pay?", publish plain prices, turn usage units into real tasks and put guarantees next to the button.
Key takeaways
- Answer the three subscription questions on the page: what do I get each month, what does it cost over time, how do I leave?
- Show few plans. Two or three is usually enough, and one clear recommendation.
- Translate units into outcomes. Lovable shows what a credit buys; Owner shows which plan suits which sales volume.
- Easy cancellation is a selling point. From 1 July 2027 it's also an Australian legal requirement.
- A small lift in sign-up rate compounds every month in a subscription. Work out what it's worth before you spend on traffic.
My friend Dale Beaumont runs a multi-million dollar business training company.
He used to run five different businesses, each with lots of different price points. Then he simplified everything down to two products: an $8,000 membership and a $13,000 membership.
His sales went up. The business got far simpler to run. He even started working two months on, one month off.
I tell this story because when people build a subscription landing page, they tend to do the opposite. More plans. More toggles. More add-ons. More fine print.
And a confused mind does nothing.
What makes a subscription landing page different?
A normal sales page asks for one decision. A subscription page asks for an ongoing relationship. So visitors bring three extra questions:
- What do I get every month? Not just on day one. Every month.
- What will this cost me over time? Monthly, yearly, and what happens after any trial or intro price.
- How do I get out if it's not for me? This is the big one. People have been burned by subscription traps, and they arrive suspicious.
Answer all three clearly and you remove most of the friction. Hide any of them and you lose the cautious buyers, who are often the ones who'd stay longest.
Everything in my guide to landing pages that convert still applies. This page covers what's different for subscriptions.
Subscription landing page examples, annotated
I checked these pages on 27 October 2026. Pages change, so treat the details as a snapshot.
1. Monarch: answering "why pay?" head on
Monarch is a personal finance app with more than a million members, and it has no free plan.
- Headline: "Your first week is on us." The trial is the headline.
- The killer section: "Why pay for a personal finance app?" with four answers: no ads, better data connections, your data is never sold, and because members pay, the company is in it for the long term.
- Proof: a 4.9 rating from "100,000+ reviews" and member testimonials, including one that says it's "well worth the price" at $99 a year.
- Price: $14.99 a month or $99.99 a year.
- Risk reversal: cancel any time and a "no-questions-asked money-back guarantee." It even suggests signing up on the web rather than through an app store, because the subscription is easier to manage.
Steal this: if free alternatives exist, don't pretend they don't. Answer "why pay?" on the page, in plain words.
2. Owner: helping buyers choose the right plan
Owner sells online ordering and marketing software to restaurants.
- Headline: "Simple pricing that fits your restaurant."
- Subhead: "Pay month-to-month with no long-term contracts."
- Two plans: Flexible at $249 a month plus 5% per order, and Flat Rate at $499 a month, labeled "Best for restaurants at $5k+/mo in online sales."
- Risk reversal: no contracts and no cancellation fees.
- Call to action: "Get a free demo," repeated through the page.
- Proof: a G2 rating of 4.8 from more than 1,000 reviews and named restaurant results.
By my calculation, the two plans cost exactly the same at $5,000 a month of online sales ($249 plus 5% of $5,000 is $499). The label does the math for the buyer.
Steal this: if you have two plans, tell people which one suits them. A one-line rule beats a feature grid.
3. Lovable: turning a strange unit into real tasks
Lovable lets people build apps by describing them, and charges in credits. Credits are abstract. So the page translates them:
- "Make the button gray": 0.50 credits
- "Add authentication with sign up and login": 1.20 credits
- "Build me a landing page, use images": 1.70 credits
The subhead is "Start for free. Upgrade to get the capacity that exactly matches your team's needs." The free plan includes 5 daily credits, and Pro starts from $25 a month.
Steal this: if you sell in hours, sessions, credits or boxes, show what one unit actually buys. My guide to credit-based pricing goes further.
4. Who Gives A Crap: the promise after the page
Who Gives A Crap, the Australian toilet paper subscription, isn't famous for its landing page. It's worth studying for what happens next.
According to a case study by its subscription software provider, Recharge, subscribers get an email three days before each order with an easy way to delay it if they don't need more yet. When the team noticed reminder emails were reaching Australian customers in the middle of the night, it changed send times by location. Recharge reports 250% growth in the subscription program over two years and a 75% open rate on those notifications.
Steal this: put your after-sale promise on the landing page. "We'll email you three days before every delivery so you can skip or delay" turns a fear (a cupboard full of stock you didn't need) into a reason to join.
5. Strava: being upfront about price changes
When Strava moved to consistent pricing by country in 2025, it published a plain page explaining it: in the US, $11.99 a month or $79.99 a year for an individual, and $139.99 a year for a family plan. It says subscribers get an email 30 days before their renewal date.
Steal this: if you raise prices, tell people early and in plain language. My guide to raising prices without losing customers covers how.
What does a high-converting subscription landing page look like?
Here's the wireframe I start from. Top to bottom:
- Headline: the ongoing outcome. "Never run out of..." or "Every week, without..."
- Subhead: who it's for, plus the first-step offer (trial, first box, demo).
- Hero image or short video: what arrives, or the product in use.
- Proof strip: rating and review count, member numbers, logos or press. Real ones only.
- How it works in three steps: choose, receive or use, adjust or cancel any time.
- What you get each month: the recurring value, ideally with a "month one, month three, month twelve" picture.
- Pricing table: two or three plans, one recommended, monthly and annual shown honestly.
- Risk reversal: trial terms, guarantee, and exactly how cancellation works.
- FAQ: billing dates, skipping, pausing, changing plans, cancelling.
- Final call to action with the price and renewal terms right next to the button.
How many plans should you show?
In a famous study at Columbia University, researchers set up a jam-tasting stall in a supermarket. With 24 jams on display, only 3% of tasters bought. With six, 30% bought. Later researchers have struggled to replicate the effect consistently, so don't treat those numbers as a law. But every marketer I know has seen the same pattern on their own pages: too much choice, and people choose nothing.
For most subscriptions, two or three plans is plenty, with one clearly marked as the best fit. My guide to good-better-best pricing explains how to build them, and the annotated pricing page examples show how others lay them out.
Should you lead with monthly or annual pricing?
Show both, side by side, and be honest about the difference.
- Express the annual saving in months. "Pay yearly, get two months free" is easier to understand than a percentage.
- Don't fake the monthly price. Showing an annual plan as "$8.33/month" without saying it's billed $99.99 upfront annoys people and can mislead.
- Pick a default for your audience. Consumers who aren't sure yet often prefer monthly. Businesses with budgets often prefer annual.
To find a discount that still beats your monthly churn, use the annual discount calculator, and read annual vs monthly plans for the full trade-off.
Build the pricing table for your page
Design a clear good-better-best table, with monthly and annual prices, and export it for your landing page.
What must the page say about trials and cancellation in Australia?
As at October 2026, the Australian Consumer Law already prohibits misleading conduct and requires clear pricing. From 1 July 2027, the Unfair Trading Practices Act 2026 adds specific duties for subscriptions: clear disclosure of key terms before sign-up, notices during the subscription (timing to be set by regulation), and an easy, straightforward way to cancel, online if people could join online. It also covers free trials and discounted intro periods.
For a landing page, that means:
- State the full price, billing frequency and what happens when a trial or intro price ends, next to the button, not behind a link.
- Explain how to cancel in plain words.
- Don't use countdown timers or "only 3 left" messages unless they're true.
My guide to Australia's subscription trap laws has the detail, the free trial reminder templates cover the emails, and the compliance checker will test your flow. This is general information, so get advice for your situation.
What's a better landing page actually worth?
This is where subscriptions get exciting. A lift in conversion doesn't just add one sale. It adds a customer who pays every month.
Worked example: a 1-point lift for a meal-kit style subscription (illustrative)
Say your page gets 4,000 visitors a month and converts at 3%: 120 new subscribers. At $60 a month, with customers staying 10 months on average, each is worth $600 in revenue. Lift conversion to 4% and you get 160 subscribers, 40 more a month. That's $24,000 of extra lifetime revenue from every month's traffic, with no extra ad spend. Over a year, twelve cohorts of 40 add up to 480 extra subscribers. Your margin, GST and payment fees decide how much of that you actually keep.
That last line matters. Before you pour money into traffic, know what each subscriber is worth after costs.
Free Subscription Profit Review
Australian business owners can book a free 30-minute review with a BPAG Accountants adviser. An honest conversation about:
- whether a subscription model could work for your business
- how recurring revenue could cover your fixed costs each month
- how it could lift what your business is worth
No cost, no obligation. General information only until we understand your situation.
Common subscription page mistakes
| Mistake | Why it hurts | The fix |
|---|---|---|
| Hiding the price | People assume it's expensive and leave | Show prices, or at least a "from" price |
| Too many plans | Visitors stall and leave | Two or three, one recommended |
| Vague trial terms | Fear of surprise charges | State the end date, price and how to cancel |
| "Subscribe now" as the only button | Feels like a big commitment | Name the first step: "Start my free week" |
| No answer to "why pay?" | Free alternatives win by default | A short, honest "why it's worth it" section |
| Cancellation hidden in fine print | Distrust now, complaints later, legal risk from July 2027 | Make easy cancellation a selling point |
What to do next
- Answer the three questions on your page: what do I get each month, what does it cost over time, how do I leave?
- Cut to two or three plans and mark one as the best fit.
- Translate your unit into something real, as Lovable does with credits.
- Move the terms next to the button.
- Run the numbers on what a one-point lift is worth to you.
Then sharpen the words with my guide to copy that makes people buy.
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Download it freeFrequently asked questions
Should a subscription landing page show prices?
For most consumer and small business subscriptions, yes. Hiding the price makes people assume it's expensive and sends them to a competitor who shows theirs. The main exception is complex enterprise deals where price genuinely depends on scope. Even then, a "from" price or a starting range helps buyers qualify themselves before booking a call.
Should I ask for a credit card before a free trial?
It's a trade-off. Asking for a card upfront usually means fewer trial sign-ups but more of them convert to paid. Not asking gets more sign-ups but fewer conversions. Whichever you choose, say clearly on the page when the trial ends, what it will cost, and how to cancel before you're charged. Then send a reminder before the trial converts.
What's the best call to action for a subscription page?
Make it specific to the first step, not the whole commitment. "Start my free week", "Get my first box" or "Book a free demo" feel smaller than "Subscribe now". Repeat the same button after each major section of a long page. Put the price, renewal terms and cancellation promise right next to it so nobody feels tricked.
How do I show social proof on a subscription page?
Use proof that answers the subscription worry: does it keep delivering? Ratings with a review count, testimonials that mention how long someone has been a member, and results over months all work well. Never invent reviews or numbers. Under Australian law, fake or misleading testimonials are a serious risk, and customers can usually tell.
Do I need a separate landing page for each plan?
Not usually. One page with a clear comparison works for most businesses. Separate pages make sense when plans serve very different audiences, such as individuals versus teams, or when you run ads to a specific segment. In that case, lead with the plan that suits that audience and keep the others one click away.
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Robert Coorey, MBA
Robert is the author of The Subscription Playbook and Feed a Starving Crowd and a Director at BPAG Accountants in Sydney. More about Robert.
Sources
- Robert Coorey, Feed a Starving Crowd, Chapters 3 and 5 (2013/14)
- Monarch, pricing page (checked 27 Oct 2026)
- Owner, pricing page (checked 27 Oct 2026)
- Lovable, pricing page (checked 27 Oct 2026)
- Strava, Updating Subscription Prices (updated 1 Jul 2025)
- Recharge, Who Gives A Crap grew subscriptions by customizing messages for local markets
- Competition and Consumer Amendment (Unfair Trading Practices) Act 2026, Federal Register of Legislation
Facts and prices checked 27 October 2026. Spotted something out of date? Tell us.