Bolder pricing page with testimonial: +25% clicks to Buy Now
Commentary byLiftArchiveOur analysis, not theirsBaseKit's redesigned plans and pricing page sent 25% more visitors on to the Buy Now page.
BaseKit ran the test and it was published as a VWO case study.
The redesign bundled bolder pricing, a testimonial and a more visible currency selector, so the lift belongs to the package rather than one element.
- Click-through to the Buy Now page: +25%, and the lift held steady for the whole test.
- The new design reached 95% significance within 24 hours.
- Revenue was not tracked, so it's unknown whether more clicks led to more paid sign-ups.
The change
Bolder pricing, a visible currency selector and a testimonial added.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original plans and pricing page.
Variant
A redesign with bolder, clearer pricing, a cleaner look, a customer testimonial and a more obvious currency selector.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Clear, prominent prices cut the effort of comparing plans.
- A testimonial next to the prices adds reassurance at the moment of choosing.
- An easy-to-find currency option helps international visitors see prices they understand.
Caveats: Bundled redesign; traffic was mostly paid; revenue was not measured. Reaching significance in 24 hours is very fast and may not reflect weekly patterns.
Who ran it
BaseKit 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 BaseKit →
How to run this test on your site
- Hypothesis
- If we make plan prices bolder, add a testimonial and surface the currency selector on our pricing page, then more visitors will move to checkout because the choice is clearer and feels safer.
- Primary metric
- Paid sign-ups or revenue per visitor (not just clicks to checkout)
- Guardrails
- Checkout completion rate
- Plan mix
- Click-through to Buy Now
- Who should test it
- SaaS companies selling self-serve plans to international audiences. It matters less if your pricing page is already simple and single-currency, or if most sales go through a sales team.
Questions
Do testimonials help on a SaaS pricing page?
They can add trust at the point of choosing a plan.
In BaseKit's test, the testimonial was part of a wider redesign, so its own effect is unknown.
Should I show prices in local currency?
If you sell internationally, letting visitors see their own currency removes a step of mental maths. Make the selector easy to find.
Is 95% significance in 24 hours trustworthy?
Be careful. Results that early can shift once weekday and weekend traffic mix.
Run tests for at least one full week.