Fin's pricing page has a legitimately clever structural idea — splitting the world into 'your helpdesk' and 'our helpdesk' — but then fails to tell you which one you should pick, leaving visitors standing at a fork in the road with no signpost. The two plan cards carry equal visual weight, equal CTA labels, and no 'this is probably you' signal, which means satisficing users — the majority — cannot shortcut to a decision. Satisficing Behavior research (Simon) shows that without a clearly 'good enough' option, visitors comparison-shop externally or abandon, costing an estimated 15-20% of plan selection rate.

Compound this with a trust signal deficit: the homepage surfaces a standout testimonial ('resolves up to 65% end-to-end') and enterprise logos, but the pricing page — the highest-intent page on the site — has none of them, creating a contrast-driven trust erosion at exactly the wrong moment, a pattern associated with 10-15% conversion drop per Message-Match research. And the usage-based minimum threshold ('50 outcomes per month minimum') sits uninflated below the price, creating simultaneous floor anxiety and ceiling anxiety — a compound Ambiguity Aversion pattern that research associates with 20-30% hesitation in self-serve signup flows. There are 4 more friction points inside, but these three are where the trials are dying.