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

70

Solid — 70/100

The average of our five category scores below. This is our reading of the public page on the date shown — useful as a constructive starting point, not a verdict on the business.

By category

  • Clarity93
    • Title gives pricing-page context.
    • More than one plan is visible.
    • At least one concrete price is visible.
  • Trust55

    No specific notes for this category.

  • Plan differentiation60
    • Two plans are explicitly differentiated.
  • CTA friction85
    • CTA language supports a self-serve conversion goal.
  • Objection handling55
    • No FAQ or objection-handling section is obvious.
    • The page addresses multiple pricing objections explicitly.

What a buyer can see on the page

The real public signals our pipeline extracted from Asana’s pricing page — rendered exactly as found.

Plans named

  • Starter
  • Enterprise

Prices shown

  • $0
  • $10.99
  • $24.99
  • $13.49
  • $30.49
  • $5.99

Calls to action

  • Contact sales
  • Get started
  • Contact us

Trust cues

  • refund
  • soc 2
  • security
  • save
  • guarantee
  • Annual billing mentioned
  • Monthly billing mentioned
  • Free trial mentioned
  • No-credit-card mentioned
  • Contact-sales path
  • Comparison table
  • Has FAQ
  • Social proof / logos

What could be clearer

Constructive, prioritized suggestions our pipeline produced from the signals above — what works and what a buyer might find unclear.

  1. Add trust cues before the buyer hesitates

    medium

    Why:

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

    • Trust cues found: refund, soc 2, security, save , guarantee
    • No obvious logo-wall or testimonial language found.

  2. Answer common pricing objections on-page

    medium

    Why: No FAQ or objection-handling section is obvious.

    How: Add a concise FAQ that answers billing, cancellation, support, implementation, and security questions before buyers need to ask sales.

    • No FAQ questions detected.
    • Objections addressed: security, support, refund, seat, seats, usage

  3. Make plan differences obvious

    low

    Why: Two plans are explicitly differentiated.

    How: Rename or reframe each plan around who it is for, then add a compact compare-features section that makes upgrade logic obvious.

    • Plan headings: Starter, Enterprise
    • No compare-features section detected.

How we scored this

Scored on our 100-point rubric for clarity, trust, plan differentiation, CTA friction, and objection handling on . This is our analysis of the public page, not Asana's claim. We fetch the live public pricing page and read what a buyer can actually see — named plans, visible prices, CTAs, trust cues, and FAQ — then score those signals. No internal data, no conversion promises, no invented numbers: every score below is a direct read of that one run.

Clarity
Can a buyer tell what each plan is and what it costs, fast?
Trust
Are there credible trust cues near the pricing decision?
Plan differentiation
Is it obvious which plan is for whom, and why to move up?
CTA friction
Does the call-to-action match how this product is actually bought?
Objection handling
Are the common pricing objections answered on the page?

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