Pricing Page: Removing 'Popular Plans' Tab, Showing All Plans
Hypothesis
Showing all energy plans with user-controlled sorting instead of a curated 'Popular Plans' tab would give users more perceived control and increase conversions
Test Results
Key Learning
Problem: How prices are displayed on the pricing page directly influences perceived value and willingness to buy.
What worked: For utility/energy plan selection, comprehensive choice with sorting outperforms curated 'popular' subsets. Users distrust curation from the provider (+13.0% lift)
Takeaway: A meaningful improvement that compounds with other optimizations. Layout wins often unlock further opportunities — isolate which specific element drove the lift for even larger gains.
How to Apply This to Your Site
This experiment demonstrated that pricing page: removing 'popular plans' tab, showing all plans can produce a +13.0% improvement in conversions. The test was run on a pricing page page in the energy & utilities industry.
Before you test: Consider that layout 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
removed 's 'Popular Plans' tab that surfaced a pre-curated subset of plans, replacing it with all plans visible and user-controlled sort/filter options. Research showed users preferred comprehensive choice with filtering over curated selections.
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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