Pricing Page: Least Or Most Expensive First
Hypothesis
If we order pricing plans by highest price first, then conversion rate will improve because price anchoring makes mid-tier options appear more reasonable.
Test Results
Key Learning
Problem: How prices are displayed on the pricing page directly influences perceived value and willingness to buy.
What worked: Price ordering creates anchoring effects that influence plan selection and conversion metrics. Showing expensive options first makes mid-tier options appear more reasonable (+8.5% lift)
Takeaway: A meaningful improvement that compounds with other optimizations. Pricing perception changes are high-leverage — consider testing anchor pricing, tier order, and billing defaults as follow-ups.
How to Apply This to Your Site
This experiment demonstrated that pricing page: least or most expensive first can produce a +8.5% improvement in conversions. The test was run on a pricing page page in the edtech industry.
Before you test: Consider that pricing tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
In this experiment, the order of pricing plans was rearranged as to show the most expensive one first.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
Signup: Payment First
Context: Friction during the signup process causes users to abandon right when they're closest to converting.
Pricing Page: More Or Fewer Plans
Problem: How prices are displayed on the pricing page directly influences perceived value and willingness to buy.
Product: More Or Fewer Plans on Product Page
Context: How prices are displayed on the product directly influences perceived value and willingness to buy.
Shopping cart: What It's Worth
Context: How prices are displayed on the shopping cart directly influences perceived value and willingness to buy.