How to track a competitor's pricing page for changes
Prices are the competitor fact owners ask about most, and the one most tools skip. Here is how to find the pricing page, what to record, how to get told when it changes, and what to do when it does.
Every competitor monitoring tool tracks rankings. Almost none track the number a customer actually decides on. Ask a business owner what they most want to know about a rival and "what do they charge" is usually the first answer. This guide shows the manual way, the cheap way, and the Figo way.
Step 1: find the pricing page
Most businesses put it in one of a few places. Try these in order.
| Where to look | What to type |
|---|---|
| The obvious paths | /pricing, /prices, /plans, /packages, /rates, /fees |
| The top navigation | A link named Pricing, Plans, Packages, or Membership |
| The footer | The same names, often hidden there on service sites |
site:theircompany.com pricing | |
| Service businesses | A page per service with "from $X" on it, or a "packages" page |
Agencies and consultancies often have no pricing page at all. That is worth writing down: "no public pricing as of September 2026". When a page appears later, it means they have decided to sell without a sales call, which changes how you compete with them.
Step 2: record what matters
Do not save the whole page. Save the parts that mean something, so next time you can see what moved.
- Every plan or package name, its price, and the period (a month, a year, once, per hour)
- What each plan includes, in their words
- The lowest recurring price on the page, converted to a monthly figure
- Offers: free trial, discount, guarantee, "no lock-in", setup fee waived
- The date you looked
A spreadsheet with one row per competitor per month is enough for the manual method. It takes about ten minutes per competitor.
Step 3: get told when it changes
Three ways, from free to done for you.
Calendar reminder. Once a month, open each pricing page and compare with your sheet. Free, and it fails the first busy month.
A page monitor. A tool like Visualping watches the URL and emails you when the page changes. It will also email you when they fix a typo, rotate a testimonial, or update the copyright year, so set the change threshold high and watch only the pricing block. See Figo vs Visualping for where each fits.
Figo. Add the competitor by domain. Figo finds the pricing page itself, reads the plans and prices into a structured record, and compares that record every week. A change comes out as a sentence, not a highlighted screenshot:
Because the comparison is on the structured record, a rewrite of the page design that leaves the prices alone is not reported as a change.
Step 4: decide what to do
A price change is the one competitor move where "do nothing" has to be a decision, not an accident. When one lands, answer three questions the same day.
| Their move | Questions to answer |
|---|---|
| They went up | Did they add anything for the money? Can you hold your price and say why yours is the better deal at the same number? |
| They went down | Is it a promotion with an end date or a new price? What would matching cost you per customer? |
| They added a cheaper plan | Who is it for? Is it a real plan or a lead magnet with nothing in it? |
| They removed a plan | Did nobody buy it, or was it cannibalising the plan above? |
| They hid prices | Are they moving upmarket to sales-led deals? That opens the door for you to be the transparent one. |
| They published prices for the first time | They want to scale without sales calls. Expect ads pointing at that page within weeks. |
Figo's Monday briefing leads with a price change when there is one, and the action next to it is built for these questions: open their pricing page next to yours and decide, today, whether you match, undercut, or explain.
What a pricing tracker cannot tell you
Custom deals. Enterprise pricing, negotiated discounts and "contact us" tiers are not on the page.
Regional prices. A site that shows different prices by country shows you the one for where you are browsing. Figo reads pages from the country set on your workspace.
Whether anyone pays it. A published price is a position, not proof of revenue.
Inside apps. Prices that only appear after login are private, and no monitoring tool should be reading them.
Where the data comes from
Figo's pricing tracker reads the competitor's own public page, extracts the plans with a language model, and keeps a fingerprint of the result so only a real change counts. Every weekly check repeats the read. The pricing page is also one of the pages watched for wording changes, so a new guarantee or a removed offer written outside the price table still gets caught. The full method, with its limits, is on the data methodology page.
Questions people ask
What if a competitor does not publish prices?
Then "quote only" is the fact, and it is a useful one. Figo records that no public pricing exists and tells you the week a price appears. Many service businesses switch from quote-only to published packages when they want to scale, and that is a signal.
Can I track prices inside an online store?
Product prices on a store with hundreds of items are a different job from a pricing page with three plans. Figo tracks the pricing page and the top traffic pages. For catalog-level price tracking, a page monitor like Visualping pointed at specific product pages is the better fit.
How often should I check?
Weekly is enough for services and software. Prices on those pages change a few times a year. Daily checking is for retail and travel, where prices move by the hour.
Does a price change mean I should change mine?
Not by itself. It means you should decide, on purpose, whether to match, undercut, or explain why you cost more. The worst outcome is finding out three months later from a lost customer.
See it on your own competitors
Figo checks their ads, pages, rankings, reviews and AI answers every week, then tells you what to do in plain words. Set up in two minutes.
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