Landing Page: Pricing Display Change
Hypothesis
If we display all three price options on the plan card on the landing page and make the cheapest price option the most prominent, then the conversion rate among prospects will increase. This is because prominently highlighting the most affordable option provides clear and immediate pricing information, emphasizing the value proposition and encouraging prospects to make a quicker, more informed decision.
Test Results
Key Learning
Problem: The headline on the landing page may not resonate with what users actually care about or address their top objections.
What was tried: If we display all three price options on the plan card on the landing page and make the cheapest price option the most prominent, then the conversion rate among prospects will increase. This is because prominently highlighting the most affordable option provides clear and immediate pricing information, emphasizing the value proposition and encouraging prospects to make a quicker, more informed decision. (-7.5% change)
Why it failed: Pricing page changes carry risk — users are price-sensitive and changes can increase cognitive load or perceived cost.
How to Apply This to Your Site
This test showed that landing page: pricing display change led to a -7.5% drop in conversions. The change was tested on a landing page page in the energy & utilities industry. Avoid replicating this exact approach — instead, consider testing the opposite direction or a more subtle variation.
Before you test: Consider that pricing tests typically require large sample sizes to detect small effects. This test ran for 33 days — plan for at least that long.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
If we display all three price options on the plan card on the landing page and make the cheapest price option the most prominent, then the conversion rate among prospects will increase. This is because prominently highlighting the most affordable option provides clear and immediate pricing information, emphasizing the value proposition and encouraging prospects to make a quicker, more informed decision.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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Product: More Or Fewer Plans on Product Page
Context: How prices are displayed on the product directly influences perceived value and willingness to buy.
Signup: Payment First
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