Product Page: Reordering Plan Display by Price on Plan Selection Page
Hypothesis
's energy plan selection page displayed plans in a non-price-ordered sequence, requiring customers to do mental comparison work to identify the most affordable option. Reordering plans from lowest to highest price would reduce cognitive load and increase plan selection completions.
Test Results
Key Learning
Context: Each additional form field adds friction to the product page, increasing the chance users abandon before completing their submission.
What was tested: Price-ordered product listings reduce the cognitive effort of comparison shopping and increase conversion rates for price-sensitive utility customers. Leading with the lowest-priced option anchors the customer's evaluation frame, and subsequent higher-priced plans appear as value upgrades rather than penalties. This is particularly effective in regulated categories (utilities, insurance, finance) where price is the primary differentiator.
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 page: reordering plan display by price on plan selection page but produced no statistically significant change. The test was run on a product page page in the energy & utilities 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.
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
A/B test on 's plan selection page. Control: plans displayed in the existing sequence (not price-ordered). Variant: plans reordered from lowest to highest price, making the cheapest option the most visually accessible starting point for price-sensitive customers. This test preceded and informed subsequent tests on the same page (tab removal, CTA copy).
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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