Top 5 things you should A/B test (except for price) on your pricing page

When I looked at 89 SaaS companies to determine their conversion from freemium to paid options for their customers, I also had a chance to talk to 13 folks about their approaches to continually optimizing their pricing pages for good conversion. Time spent on the page was the most important criteria associated with freemium conversions.

Why keep A/B testing if you have the industry leading conversion rates though? Three reasons:

1. Customers change, their preferences changes, or their perception of value changes.

2. You bring out new features or new product offerings.

3. The market or competition changes.

What I did hear clearly from all the 13 folks is that they tested price changes a lot less frequently than other changes they made on their product page. So what are the top 3 things that marketers changed? It all boiled down to a clear understanding of their customer and their (better) understanding of their own product (or features).

1. Position of the lowest and highest prices: Some folks like the usual left to right increasing price format and others like the opposite.

Right to Left

Left to Right

What is the difference? Not so much on the desktop in terms of conversions, but when viewed on the mobile phone with top to bottom view, most people tend to understand the value a lot better and tend to go for “any plan, even the cheapest”, than not sign up at all.

2. Same colors for all plans versus different colors showing the different plans available with the premium plans having “premium colors associated with them”.

Same Colors

Different Colors3. Total number of plans shown – over 70% of the companies have 3 plans, the second most popular is 2 plans followed by 5 plans. One plan or four pricing plans are rare.

3 Plans

5 Plans

4. Listing all the features on your pricing plan versus a list of features with check boxes to indicate which plans support which features.

Listing features

Check box for feature comparison5. Using one Call to action (CTA) button (what should the customer do) versus providing options for the call to action associated with each plan.

One CTA All Plans

 

Multiple CTA for Plans