Pricing Page A/B Testing
Your pricing page is one of the highest-leverage pages to optimize. Small improvements here directly impact revenue.
Why Pricing Page Testing Matters
A 1% improvement in pricing page conversion can mean thousands of dollars in additional monthly revenue. Unlike traffic acquisition, pricing optimization has compounding returns.
What to Test on Your Pricing Page
Number of pricing tiers
Test 2 vs 3 vs 4 tier layouts
Price anchoring
Show annual or monthly first
Featured/recommended plan
Which tier to highlight
CTA button text
"Start free" vs "Get started" vs "Try it"
Feature presentation
Checkmarks vs detailed descriptions
Social proof
Customer logos, testimonials, stats
Money-back guarantee
Presence and placement
FAQ section
Above or below pricing cards
Example Variants (Anonymized)
Control: 3-tier layout
Standard Free / Pro / Enterprise layout with Pro highlighted
4.2%
conversion rate
Variant A: 2-tier layout Winner
Simplified Free / Pro only, removing Enterprise
5.1%
conversion rate
Variant B: Annual first
Show annual pricing by default with monthly toggle
4.8%
conversion rate
Result: Simplifying from 3 tiers to 2 increased conversions by 21%. The Enterprise tier was causing decision paralysis.
Metrics to Track
Which tier do visitors choose?
CTA button clicks → signups
Are users choosing higher tiers?
Are users engaging or bouncing?
Common Mistakes
- ×Testing too many things at once: Change one variable at a time.
- ×Stopping tests too early: Wait for statistical significance.
- ×Ignoring downstream metrics: Track actual revenue, not just clicks.