Pricing Page: What It's Worth
Hypothesis
If we display a crossed-out higher reference price alongside the current price, then sales will improve because price anchoring creates a sense of deal value.
Test Results
Key Learning
Problem: How prices are displayed on the pricing page directly influences perceived value and willingness to buy.
What worked: Showing a crossed-out reference price next to the current price creates perceived savings and improves sales. Price anchoring with historical or comparative prices works across product types. Validated across 10 related tests. (+12.5% 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: what it's worth can produce a +12.5% improvement in conversions. The test was run on a pricing page page in the fintech industry. With 34,645 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. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
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
In this experiment, a historically higher price point was added as a crossed out anchor. The control only showed the current price. The variation showed the current price with the higher price crossed out. Impact on sales 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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