Pricing Page: Pricing Prominency on Grid
Hypothesis
Reducing the saliency of pricing information will have beneficial outcomes for the business as rates will be at an all time high in the months prior to fall.
Test Results
Key Learning
Problem: Each additional form field adds friction to the pricing page, increasing the chance users abandon before completing their submission.
What worked: Reducing the saliency of pricing information will have beneficial outcomes for the business as rates will be at an all time high in the months prior to fall. (+14.1% 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: pricing prominency on grid can produce a +14.1% improvement in conversions. The test was run on a pricing page page in the energy & utilities industry. With 23,235 visitors in the sample, this is a robust result.
Before you test: Consider that pricing tests typically require large sample sizes to detect small effects. This test ran for 34 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
Reducing the saliency of pricing information will have beneficial outcomes for the business as rates will be at an all time high in the months prior to fall.
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
Pricing Page: Least Or Most Expensive First
Problem: How prices are displayed on the pricing page directly influences perceived value and willingness to buy.
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.
Signup: Payment First
Context: Friction during the signup process causes users to abandon right when they're closest to converting.