Pricing Page: More Or Fewer Plans
Hypothesis
If we optimize the number of pricing plans displayed, then sales and revenue will improve because plan count affects decision paralysis and self-segmentation.
Test Results
Key Learning
Problem: How prices are displayed on the pricing page directly influences perceived value and willingness to buy.
What worked: The number of pricing plan options directly affects sales and revenue. Validated across 6 related tests: fewer plans reduce decision paralysis while more plans can enable self-segmentation. Test with your specific customer mix. (+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: more or fewer plans can produce a +8.5% improvement in conversions. The test was run on a pricing page page in the fintech 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 cheapest pricing plan was removed from a set of 2 options. This only left the most expensive pricing plan as the option. Impact on sales and revenue was measured.
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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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
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Context: How prices are displayed on the shopping cart directly influences perceived value and willingness to buy.