Pricing and filters above the fold on server page: +187% checkouts
Commentary byLiftArchiveOur analysis, not theirsMoving pricing and filter controls above the fold on Hivelocity's Dedicated Servers page lifted checkouts by 187%.
Cro Metrics ran this A/B test for Hivelocity, a dedicated server and cloud hosting provider.
It was published as a Convert case study.
- Checkouts: +187% against the control page.
- This was the top result in the Hivelocity program Cro Metrics reported.
- Sample size, duration and confidence were not shared, so the size of the lift is uncertain.
The change
Pricing and filters move into the first screen of the page.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The Dedicated Servers page did not show pricing or filtering controls in the first screen.
Variant
Pricing and new filter controls were placed above the fold, so visitors could see costs and narrow down server options straight away.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Server buyers compare specs and price. Showing both early saves them hunting for the facts they need to decide.
- Filters let technical buyers narrow a long list to the few servers that fit their needs.
- Price shown up front may screen out poor-fit visitors and give good-fit ones confidence to start checkout.
Caveats: No sample size, duration or significance was given, and the case study points to limited traffic. Pricing and filters were changed together, so the lift can't be split between them.
Who ran it
Cro Metrics ran this test for dedicated server and cloud hosting provider and published the results (Convert case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Cro Metrics →
How to run this test on your site
- Hypothesis
- If we show pricing and filters above the fold on our plans page, then more visitors will start checkout because they can find a fitting option and its cost without scrolling.
- Primary metric
- Checkouts started per plans page visitor
- Guardrails
- Completed orders and revenue per visitor
- Sales contact requests
- Refunds or early cancellations
- Who should test it
- SaaS and hosting companies with many plans or configurations and self-serve checkout. It fits less if prices are custom-quoted or the product is sold mainly through sales calls.
Questions
Should SaaS or hosting pricing be shown above the fold?
For self-serve buyers who compare options, it often helps.
In this test, showing pricing and filters early came with a 187% rise in checkouts.
Do filters help on a pricing page?
They can when there are many plans or configurations.
Here filters were added together with pricing, so their own effect is unknown.