# Pricing page redesign with a 'most popular' plan: +64.76% leads

- Outcome: Won
- Page type: Pricing page (SaaS)
- Elements: Pricing display, Plans, Cta design
- Test run by: [VWO](https://liftarchive.com/practitioners/vwo/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/archivesocial/
- Page: https://liftarchive.com/test/archivesocial-pricing-page-redesign/

A 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.

## Result

**+64.76% leads**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Plan mix (share choosing each tier)
- Guardrail: Lead-to-customer rate
- Guardrail: 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.

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Credit: VWO ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/archivesocial-pricing-page-redesign/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.