# Price details moved into a modal on Fortum's price page: -9% CTR

- Outcome: Lost
- Page type: Pricing page (SaaS)
- Elements: Pricing display
- 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-modal/

Conversionista redesigned the pricing blocks on Fortum's electricity-contract price page and moved the deeper price details into a modal, and click-through to the next step fell 9%. Among visitors who opened the second level of price details, 18% moved on in the variant against 75% in the original. Post-test analysis pointed at the modal, not the clearer pricing blocks, and was published as a Conversionista case study.

## Result

**-9% CTR**

- Click-through to the next step: -9% for the variant. This was a losing test.
- After viewing the second level of price details, 18% of variant visitors continued, against 75% in the original. That gap is where the loss came from.
- Click-through was the main metric because traffic was too low to read a reliable conversion-rate result.

## Control

The original price page in Fortum's purchase flow for electricity contracts. Detailed price information opened in a drop-down inside the page.

## Variant

Redesigned pricing blocks that spelled out the discounts more clearly. The deeper price details opened in a modal instead of a drop-down.

## Why it likely lost (our reading)

- A modal covers the page and has to be closed, so people who opened it were pulled out of the flow instead of being one click from continuing.
- Visitors checking detailed prices are close to a decision. Adding friction at that moment hurts more than anywhere else.
- The clearer discount layout may still have helped, but the modal interaction outweighed it. The follow-up test supports this reading.

## Caveats

Fortum sells electricity contracts, a utility subscription rather than software. Sample size and test duration were not shared, and the metric is click-through to the next step, not completed sign-ups.

## How to run this test

- Hypothesis: If we show detailed pricing inline (for example in a drop-down) instead of a modal, then more visitors will continue to sign-up because they can check the details without leaving the page context.
- Primary metric: Click-through from the pricing page to the next step of sign-up
- Guardrail: Completed sign-ups
- Guardrail: Share of visitors who open price details
- Guardrail: Continuation rate after opening price details
- Who should test it: Subscription and SaaS businesses with detailed pricing (tiers, fees, discounts) that visitors want to check before committing. Less relevant if your pricing is simple enough to show in full on the page.

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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-modal/).
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.