Of 22 measured SaaS pricing page tests, 19 won, 2 lost and 1 was flat, and the most useful pattern is that how you package and frame plans moves revenue more than visual polish does.
Server Density switched to packaged pricing tiers instead of per-server pricing and revenue rose +114%, even though free sign-ups fell.
Meebox offered 20-40% off for a 2-year term and saw +121.56% revenue.
The losses came from price display and sale framing, which shows that pricing tests can cut revenue as easily as raise it.
What a SaaS pricing page has to do
The pricing page is where a visitor who already likes the product decides which plan to pick and whether the price is fair.
Its job is to make the right plan obvious, remove doubt about what each plan includes, and move the visitor to a trial, demo or checkout.
That is why the best metric is revenue or paid conversions, not clicks.
Several tests here show sign-ups and revenue moving in opposite directions.
Most-tested changes on the pricing page
The tests fall into a few groups: plan packaging and price points, highlighting one plan, page layout and feature tables, and proof such as testimonials and FAQs.
Biggest measured wins
The largest revenue gains came from packaging and price.
Server Density's revenue went from $394 to $833 (+114%) while free sign-ups dropped from 6.92% to 5.19%.
Fewer people signed up, but they paid more in total.
Meebox's 2-year discount gave +46.24% AOV and +51.85% conversions as well as +121.56% revenue.
Omnisend's pricing page featuring custom plans gave +22.97% demo requests, and lead-to-customer rate rose from 2.94% to 11.54% with +16.69% new business MRR.
A VWO case study for Powtoon showed "10 GB" instead of "unlimited" storage gave +27.9% revenue: a concrete number can sell better than a vague promise.
Price points matter too. MarketingExperiments tested $10 vs $12.50 vs $14.95 a month, and the lowest price brought +33% revenue over the next best.
In the Boston Globe test, a $3.99 regular rate after a $0.99 intro produced 163% more total revenue than the $4.99 treatment.
Tests that lost or were flat (and why)
Powtoon's new monthly vs annual price display lost.
The case study gives no figure, but it shows that how a billing period is shown can confuse buyers as easily as help them.
OnSwitch's $10 bundle with a "Sale" headline brought an initial spike, then revenue fell.
A follow-up that kept the bundle but relabelled it "Bundle Sale" with an explainer screen turned the loss into a gain, so the offer was fine and the framing was the problem.
MarketingExperiments' rebuilt subscription offer page moved from 0.24% to 0.27%, not significant.
With conversion rates that low, a pricing page test needs a lot of traffic to show anything.
A pricing page checklist built from the results
- Package plans around how customers think about value, not your cost units.
- Highlight one recommended or most popular plan.
- Put plans side by side, with the price and key details above the fold, as Cro Metrics did for Hivelocity's server page (+187% checkouts).
- Use concrete limits instead of vague words like "unlimited".
- Test a longer-term discount and a custom or enterprise option.
- Add FAQs and testimonials that answer pricing doubts.
- Show a bonus or gift prominently: Avid's top banner beat a bullet point by +34% transactions.
- Judge every test on revenue or paid conversion, not just clicks or sign-ups.
Tools to run these tests
Layout, copy and badge tests can run in any A/B testing tool on the pricing page.
Price and packaging tests usually need your billing system involved so each visitor is charged the price they saw, and a way to track revenue per visitor through to payment.
Questions
What should I A/B test first on a SaaS pricing page?
Start with highlighting one recommended plan and making plans easy to compare side by side.
These were common winners, such as Planoly's highlighted middle plan for +38% revenue.
Packaging and price tests had the biggest effects but take more setup.
Can a pricing page test raise sign-ups but lose revenue?
Yes, and the reverse. Server Density's packaged pricing cut free sign-ups from 6.92% to 5.19% but raised revenue by 114%.
Measure revenue or paid conversion as the main metric.
Do pricing page tests ever lose?
2 of the 22 measured tests lost and 1 was flat.
Powtoon's new monthly vs annual price display lost, and OnSwitch's $10 bundle with a Sale headline cut revenue after an early spike.
Conversionista
MarketingExperiments