93.71% Increase in Clickthroughs by A/B Testing Pricing Page Redesign
Pricing page is one of the high-impact pages of any website. For a SaaS business, it is particularly important because this is where the serious buyers will spend a lot of time.
Lyyti.com, a Finland-based event management software company, found that their pricing page wasn’t clearly communicating the product features. Hence, they decided to redesign it completely. But before hardcoding the changes, they ran an A/B test.
After running several small A/B tests and having discussions with the Lyyti sales team, Sampsa Vainio, conversion optimization expert, found that the original pricing page was not very user-friendly.
The heatmaps and clickmaps reports indicated that users were frequently moving between the pricing and the features page. The short descriptions provided on the pricing page weren’t making much sense to visitors. The sales team also gave the same feedback — the prospects were not clear about the features offered in various plans.
Here’s the original page:
The hypothesis was that prominently displaying the features of all plans and having multiple CTA buttons would increase visits to the free trial signup page and consequently, increase signups.
Here’s what the variation looked like:
Two completely different variations of the pricing page were created and served evenly to visitors. The test was run for a period of over 5 months.
The neat new look won and increased visits to the lead generation page by 93.71% with a statistical significance of 96%.
Here’s a quick comparison of the original and the challenger:
Why the Challenger Performed Better?
The variation had many elements of success that were missing in the original. Here’s what worked for them.
1) Features clearly tabulated in the pricing plan
In the new design, the features of each plan were clearly mentioned. And since the features were mentioned right with the pricing, it was easier for the prospects to make a decision. Also, the variation clearly represents the additional features of higher plans — something that was missing in the original design. With the short descriptions of each plan in the old design, it was hard to discriminate between the plans.
2) Multiple CTAs saying the same thing
As compared to the original, the variation had 5 more CTA buttons asking visitors to sign up for a free trial.
In the original design, the message, “Try all the features and experience all the benefits of Lyyti for free” was buried in the plan description and not immediately noticeable. On the other hand, each plan in the variation had a free trial CTA button above and below it. Thus, the message that visitors were offered all the features in free trial period became even more prominent.
I would like to see how removing the upper CTA affects conversions as I feel they are creating clutter.
3) Shifting the focus of the page to one purpose
In the old design, there were four CTA buttons of the same size giving two different messages. In the challenger, there were six CTA buttons all giving out a single message. The other CTA message — ‘Request a Quote’ — was made into a link and moved below the main CTA buttons.
Now the page has just one purpose — to ask visitors to sign up for a free trial.
In Sampsa’s words,
“We soon realized that asking for a quote might be asking too much since our company is not that known outside of Finland (which is our main market at the moment).That’s why we shifted the focus of the main goal of the page —> sign up for a free trial.”
1) One page, one purpose. There should be absolutely no element of distraction or point of conflict between choices for visitors. Having multiple goals will confuse visitors and can lead to drop in conversions.
2) Learn about your visitors from all mediums possible. Studying their behavior from your analytics tool, discussions with your sales and support teams or even speaking directly to them will give you great insights.
3) Don’t shy away from making tough changes, even if that means to redesign a page. (See how CrazyEgg redesigned their homepage to improve conversion rate by 363%)
A Parting Note
The optimization of pricing pages can give an immediate lift to your revenue. As Sampsa explains,
“The LTV (Life Time Value) of a single user who converts into a paid customer is pretty high for us, normally in the thousands of dollars. Also, the value is high since users who purchase a license usually stay with us for several years. All in all, the 94% increase will definitely be seen in our sales and we’ll do our best in converting those free users into paying customers.”
Have you completely overhauled any of your pages? How did it affect your conversions? Let’s take it forward in comments.