Fortum pricing blocks redesigned, drop-down kept: +9% click-through
Test run byConversionistaCRO agency
Commentary byLiftArchiveOur analysis, not theirsConversionista redesigned Fortum's pricing blocks with clearer copy and colour while keeping price details in a drop-down, and click-through to the next step rose 9%.
It followed an earlier version that put the details in a modal and lost 9%.
The result was published as a Conversionista case study.
- Click-through to the next step: +9% for the redesigned variant against the original.
- Conversionista describes the win as significant, but sample size and confidence were not shared.
- The swing from -9% to +9% came from fixing the price-details interaction found in post-test analysis of the first version.
The change
Pricing blocks redesigned with clearer copy and colour, drop-down kept
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original price page in Fortum's purchase flow for electricity contracts, with detailed price information in a drop-down.
Variant
Redesigned pricing blocks that made discounts clearer, with improved copy and use of colour. Price details stayed in a drop-down rather than the modal used in the losing version.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Clearer pricing blocks made the discounts easier to understand, which can reduce doubt right before a decision.
- Keeping the drop-down let visitors check details without leaving the page, avoiding the drop-off seen with the modal.
- Better copy and colour may have made the next step more obvious.
Caveats: Several changes shipped together (block layout, copy and colour), so the lift can't be credited to one element. Sample size and confidence were not shared, and Fortum sells electricity contracts rather than software.
Who ran it
Conversionista ran this test and published the results (Conversionista case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Conversionista →
How to run this test on your site
- Hypothesis
- If we make discounts and plan differences clearer on our pricing page while keeping detailed pricing inline, then more visitors will move on to sign-up because they understand the offer without losing their place.
- Primary metric
- Click-through from the pricing page to the next sign-up step
- Guardrails
- Completed sign-ups
- Plan mix (cheaper vs pricier plans)
- Support questions about pricing
- Who should test it
- SaaS and subscription businesses whose pricing includes discounts or fees that visitors find hard to read. If your pricing page is already clear and simple, gains will likely be small.
Questions
Should pricing details go in a drop-down or a modal?
In Fortum's tests, the drop-down won. A version with a modal lost 9% click-through, and an iteration that kept the drop-down gained 9%.
Is it worth iterating on a losing A/B test?
Often, yes. Fortum's first redesign lost, but analysis showed which part failed, and the fixed version won.