Hick's Law
The time it takes to make a decision increases with the number and complexity of choices.
Read the original on lawsofux.com →
The scenario: a SaaS pricing page. Every extra plan, toggle, and add-on the visitor must evaluate adds decision time — and past a point, they defer the decision entirely and leave.
What's wrong here?
Six plans, ten feature bullets each, billing toggles, and a wall of add-ons. Visitors must compare
~60 data points before they can act. Most will postpone the decision — “I'll come back later” — and never do.
Choose your plan
Monthly / Annual / Biennial / Usage-based / Per-seat / Volume-tiered
Nano
$5
- 1 project
- 500 events
- 1 seat
- Email support
- 7-day history
Micro
$12
- 3 projects
- 2k events
- 2 seats
- Email support
- 14-day history
Starter
$29
- 5 projects
- 10k events
- 3 seats
- Chat support
- 30-day history
Growth
$59
- 15 projects
- 50k events
- 10 seats
- Chat support
- 90-day history
Scale
$119
- 40 projects
- 250k events
- 25 seats
- Priority support
- 1-year history
Enterprise
$—
- Unlimited
- Custom events
- SSO & SLA
- Dedicated CSM
- Custom history
Customize with add-ons:
What changed?
Three plans, four bullets each, one clearly recommended default. The long tail of options still exists —
it's just moved behind “Compare all features” for the minority who need it. The common case decides in seconds.
Simple pricing that grows with you
Starter
$29/mo
- 5 projects
- 10k events / mo
- 3 seats
- 30-day history
Most popular
Growth
$59/mo
- 15 projects
- 50k events / mo
- 10 seats
- 90-day history
Enterprise
Let's talk
- Unlimited projects
- Custom volume
- SSO & SLA
- Dedicated support
🔍 What changed
- 6 plans → 3 plans; ~60 comparison points → ~12.
- A recommended default (“Most popular”) gives undecided visitors a safe choice.
- Add-ons and edge-case options moved behind a “Compare all features” link — progressive disclosure, not deletion.
- One primary action per screen: the highlighted trial button.
💼 Explaining it to stakeholders
“Every option we show is a question we're asking the customer to answer before they can pay us. Cutting the visible choices from six to three doesn't remove functionality — it removes hesitation. Fewer, clearer choices means faster decisions and fewer abandoned pricing pages.”