# Fortum pricing blocks redesigned, drop-down kept: +9% click-through

- Outcome: Won
- Page type: Pricing page (SaaS)
- Elements: Pricing display, Cta copy
- Test run by: [Conversionista](https://liftarchive.com/practitioners/conversionista/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://conversionista.com/cases/turning-the-tide-how-deep-analysis-at-fortum-boosted-ab-test-results-from-9-to-9/
- Page: https://liftarchive.com/test/conversionista-fortum-price-blocks-dropdown-iteration/

Conversionista 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.

## Result

**+9% click-through**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Completed sign-ups
- Guardrail: Plan mix (cheaper vs pricier plans)
- Guardrail: 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.

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Credit: Conversionista ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/conversionista-fortum-price-blocks-dropdown-iteration/).
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.