Your pricing page is where money decisions happen. Small changes here have outsized impact on revenue. This guide covers 12 high-impact tests for SaaS and subscription pricing pages.
Why Pricing Page Optimization Matters
2-5x
higher impact than other pages
30-50%
of visitors view pricing
Direct
impact on revenue
Unlike homepage tests that affect top-of-funnel, pricing page tests directly impact revenue per visitor. A 10% improvement here means 10% more revenue.
Top 6 Pricing Page Tests
1 Annual vs Monthly Default
Very HighWhich billing period is shown first/selected by default
2 Number of Tiers
High2 vs 3 vs 4 pricing tiers
3 Most Popular Badge
HighWhich tier gets highlighted and how
4 Price Anchoring
HighOrder of tiers (low→high vs high→low)
5 Feature Presentation
MediumAll features vs key differentiators only
6 Free Tier Visibility
MediumProminent free tier vs hidden/minimized
Deep Dive: Annual vs. Monthly Billing
This is often the highest-impact pricing test. Here's what to test:
Default Selection
Test which billing period is pre-selected when the page loads.
Savings Display
How you show the annual discount matters.
"Save 20%"
Percentage
"Save $240/yr"
Dollar amount
"2 months free"
Often wins
Toggle vs. Tabs vs. Separate Pages
Test how users switch between billing periods. Toggles are common but tabs or showing both prices inline can work better.
Tier Design Psychology
The Decoy Effect
Add a tier that makes your target tier look like a better deal. If you want people to buy Pro, add an Enterprise tier that's significantly more expensive with only marginally more features.
The Goldilocks Effect
With 3 tiers, most people choose the middle one. Make sure your middle tier is the one you want most customers on.
Price Anchoring
Show the most expensive tier first (left side). This anchors expectations high, making other tiers seem more affordable.
6 More High-Impact Tests
7. Social Proof Placement
Customer logos, testimonials, or "10,000+ companies" near the CTA.
8. Money-Back Guarantee
Prominent guarantee badge can increase conversions 10-20%.
9. FAQ Section
Address objections directly on the pricing page.
10. Comparison Table
Feature comparison vs. competitors (if you win).
11. CTA Copy
"Start Free Trial" vs "Get Started" vs "Choose Plan".
12. Enterprise CTA
"Contact Sales" vs "Get Custom Quote" vs "Talk to Us".
Case Study: SaaS Pricing Optimization
A B2B SaaS company ran a series of pricing page tests over 3 months:
21% increase in ARPU from the same traffic = 21% revenue increase with zero additional acquisition cost.
Start with Annual Default
If you only run one pricing page test, make it the annual vs. monthly default. It's the highest-impact, lowest-effort change you can make.
Then work through tier design, social proof, and feature presentation. Small changes to your pricing page compound into significant revenue gains over time.