Product: More Or Fewer Plans on Product Page
Hypothesis
If we add a lower-priced plan option to the product choice set, then conversion rates will improve because anchoring against a cheaper option makes the mid-tier option feel more reasonable
Test Results
Key Learning
Context: How prices are displayed on the product directly influences perceived value and willingness to buy.
What was tested: Adding a lower-priced decoy option to a pricing table can shift users toward mid-tier plans through relative anchoring; must be balanced against revenue impact if some users choose the cheaper option
Result: No statistically significant difference was detected. Pricing tests that are inconclusive may indicate the price itself isn't the issue — the perceived value or the framing might matter more.
How to Apply This to Your Site
This experiment tested product: more or fewer plans on product page but produced no statistically significant change. The test was run on a product page page in the cross-industry industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
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
A less expensive product choice (club duration) was added at the beginning of the options. Impact on adds-to-cart, sales and revenue were 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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