Your pricing page is doing one job: getting people to sign up. It's probably doing that job reasonably well. What it's almost certainly not doing: capturing anywhere close to maximum willingness to pay from customers who would happily pay more if you asked differently.
The hidden revenue on your pricing page comes from three sources:
The "enterprise starting at" problem. Most SaaS pricing pages show three tiers and hide enterprise pricing behind a "contact us" button. This is fine for conversion, but it's often leaving 30-40% of enterprise revenue on the table. Enterprises aren't just paying for features — they're paying for dedicated support, SLA guarantees, security certifications, and procurement simplicity. Package those explicitly. The enterprise price should reflect the full value of the enterprise relationship, not just the feature delta.
The annual vs. monthly delta. The standard industry discount for annual prepay is 15-20%. But customers who commit to annual are worth 2-3x more in LTV than monthly subscribers. If you're discounting to the point that annual barely covers your acquisition cost, you've got the ratio wrong. Test higher annual discounts (25-30%) in exchange for auto-renew commitments — the LTV improvement often justifies the discount increase.
Add-on pricing that customers can't calculate. Every SaaS has features that some customers use intensively and others barely touch. High-usage features bundled into tiers mean you're subsidizing heavy users with light users' fees. Unbundle the heaviest usage features as add-ons. This often surfaces $20-40 ARPU improvement for high-usage accounts.
The multi-team expansion price. Most SaaS pricing is designed for one team, one use case. But many products get adopted by multiple teams within an enterprise. If you don't have an explicit multi-team pricing model, customers are sharing licenses in ways that limit your expansion revenue. Create a clear expansion path.
Audit your pricing page against these four levers. The revenue is already there.