Pricing page redesign with a 'most popular' plan: +64.76% leads
Commentary byLiftArchiveOur analysis, not theirsA redesigned pricing page raised thank-you page visits, meaning lead submissions, by 64.76%.
VWO Services ran this test for ArchiveSocial, a SaaS social media archiving tool, and published it as a VWO case study.
The redesign shipped several changes together, including a highlighted main CTA, simpler plan options and a 'most popular' label on the mid-priced plan, so no single change can take the credit.
- Thank-you page visits (lead submissions): +64.76%.
- The test ran for seven weeks with traffic split 50/50, and the variant was rolled out to all users.
- Confidence level and sample size were not shared.
The change
The redesign simplifies plans, flags a most popular tier and highlights the main CTA.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original ArchiveSocial pricing page.
Variant
A redesigned pricing page with a highlighted primary CTA, fewer and simpler plan options, and the mid-priced plan marked as most popular.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Simpler plan options make it easier to compare and choose, so fewer visitors stall.
- Marking a mid-priced plan as most popular gives visitors a safe default.
- A highlighted main CTA makes the next step obvious.
- these changes likely worked together, and the test can't show which one mattered most.
Caveats: This was a full page redesign with several changes tested at once, so the lift can't be credited to any one element. Confidence and sample size were not shared.
Who ran it
VWO ran this test and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on VWO →
How to run this test on your site
- Hypothesis
- If we simplify our plan options, highlight one recommended plan and make the main CTA stand out, then more pricing page visitors will submit a lead because choosing feels easier.
- Primary metric
- Lead or demo-request submissions from the pricing page
- Guardrails
- Plan mix (share choosing each tier)
- Lead-to-customer rate
- Average contract value
- Who should test it
- B2B SaaS companies whose pricing page has many plans or options and drives demo or quote requests. If you need to know which change worked, test the elements one at a time instead.
Questions
Does a 'most popular' label on a pricing plan help?
It often helps by giving visitors a default choice.
In this test it was one of several changes, so its own effect is unknown.
How many plans should a SaaS pricing page show?
Fewer is often easier to choose from; three is common.
ArchiveSocial's redesign simplified its options as part of a winning page, but test what fits your buyers.
Should I redesign my whole pricing page or test one change at a time?
A full redesign can find a big win faster, but you won't know what caused it.
Single-change tests are slower but teach you more.