Pricing Page: Pricing Page
Hypothesis
If we test a similar change on our pricing pages as rejected, we should be cautious
Test Results
Key Learning
Problem: How prices are displayed on the pricing page directly influences perceived value and willingness to buy.
What was tried: rejected this UI change (Dec 2, 2019). Rejection suggests the change underperformed the control
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 pricing page: pricing page hurt conversions. The change was tested on a pricing page page in the saas 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 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
made a bold move and challenged their traditional 3 plan pricing page with a preselected single plan recommendation. Clear and equally balanced choice vs. a single mid tier plan.
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.
Shopping cart: What It's Worth
Context: How prices are displayed on the shopping cart directly influences perceived value and willingness to buy.
Checkout: Checkout Flow Simplification
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Product: More Or Fewer Plans on Product Page
Context: How prices are displayed on the product directly influences perceived value and willingness to buy.