Pricing Audit

Pricing page teardown · Project management

Asana: clarity, trust & conversion friction

Scored · lens: hybrid (self-serve + sales) motion, optimizing for free trial

Overall rubric score

89

Strong — 89/100

The average of our five category scores below. This is our automated reading of the page's HTML on the date shown, not a verdict on the business or a measure of how buyers respond.

By category

  • Clarity100
    • Strength: The title has at least 12 characters.
    • Strength: The page has a meta description of at least 30 characters.
    • Strength: The page has an H1 heading.
    • Strength: At least three plans are named in headings.
    • Strength: At least one US-dollar price is in the HTML.
    • Strength: Monthly or annual billing is mentioned.
    • Strength: The page has at least 150 words of text.
  • Trust55
    • Strength: 3 trust cues are on the page.
    • Gap: No social-proof wording such as trusted by was found in the fetched HTML.
    • Gap: The fetched HTML does not say that no credit card is required.
    • Gap: No free trial is mentioned in the fetched HTML.
    • Strength: Security, refund or cancellation terms are mentioned.
  • Plan differentiation100
    • Strength: At least three plans are named.
    • Strength: The page has a table or a compare-plans section.
    • Strength: There are about as many prices as plans.
    • Strength: The page has headings beyond the plan names.
  • CTA friction89
    • Strength: A call to action matches a self-serve conversion goal.
    • Strength: The page has one to three distinct calls to action outside navigation.
    • Gap: The goal is a free trial, but the fetched HTML does not mention one.
    • Strength: A US-dollar price is on the page.
  • Objection handling100
    • Strength: The page has an FAQ section.
    • Strength: The FAQ has at least two questions.
    • Strength: The page mentions at least three common objection topics.
    • Strength: Billing terms are mentioned.
    • Strength: Support, security or refunds are mentioned.

What the checks found in the page's HTML

The text our checks matched in the HTML of Asana’s pricing page. Matching is automatic and can miss or misread an item, so the live page is the source.

Plan names matched

  • Personal
  • Starter
  • Advanced
  • Enterprise

US-dollar prices matched

  • $0
  • $10.99
  • $24.99
  • $13.49
  • $30.49
  • $0.50
  • $0.60

Calls to action matched

  • Sign up
  • Contact sales
  • Get started

Trust wording matched

  • What is your refund policy?
  • SOC 2 Type II
  • Scaled security
  • Rely on Asana's guaranteed service availability to keep your team productive without interruptions.

Questions matched

  • What is an AI request?
  • What is the contract term for my paid AI requests?
  • How do I purchase additional AI requests?
  • How do I monitor and control my costs?
  • Can I change or cancel my plan?
  • How many users are included in my plan?
  • How is AI Studio priced?
  • How can I add people to my plan?
  • How secure is Asana?
  • Do you offer academic pricing?
  • Should I upgrade my organization or my team?
  • Will I be charged sales tax?
  • Is there an on-premises version of Asana?
  • How does Asana protect my data?
  • How does Asana store my data?
  • Will I be charged VAT/GST?
  • Does Asana offer a discount for nonprofits?
  • What is your refund policy?
  • Annual billing mentioned
  • Monthly billing mentioned
  • Free trial mentioned
  • No-credit-card mentioned
  • Contact-sales path
  • Table or compare section
  • Has FAQ
  • Social-proof wording

What could be clearer

Suggestions from our fixed rubric, based on the matches above. They are our opinion about what to add or make clearer, not a statement about results.

  1. Add trust cues before the buyer hesitates

    medium

    Why: No social-proof wording such as trusted by was found in the fetched HTML.

    How: Add no-risk language, visible customer proof, and a concrete reassurance block near the primary CTA.

    • Trust cues found: What is your refund policy? | SOC 2 Type II | Scaled security | Rely on Asana's guaranteed service availability to keep your team productive without interruptions.
    • No logo-wall or testimonial language found in the fetched HTML.

How we scored this

Scored on our 100-point rubric for clarity, trust, plan differentiation, CTA friction, and objection handling on . This is our automated reading of the public page, not Asana's claim. We fetch the page once, without running its scripts, and match named plans, US-dollar prices, calls to action, trust wording, and FAQ questions in the HTML it returns. A browser may show more than this, so "not found" means not found in that HTML. The rubric checks whether these elements are present. It does not measure how buyers respond or how the page converts.

Clarity
Does the HTML name the plans, show US-dollar prices and state billing terms?
Trust
Does the HTML include trust wording such as security, refunds or customer proof?
Plan differentiation
Does the HTML name several plans, with a table or a compare-plans section?
CTA friction
Does a call to action in the HTML match the chosen sales motion and goal?
Objection handling
Does the HTML include an FAQ and mention common objection topics?

Source: https://asana.com/pricing (the page we fetched on ).

Pricing Page Teardown: Asana — clarity, trust & conversion friction (November 2026)