'Starting at' price with monthly cost on product pages: +15% leads
Commentary byLiftArchiveOur analysis, not theirsAdding a low 'starting at' price with a monthly payment figure lifted lead form submissions by 15% for a seller of high-ticket filtration products. iProspect ran this A/B/C test, which was published as a Convert case study.
A second variant with a higher starting price also beat the control overall but did worse in some product categories.
- Lead submission conversion rate: +15% for the low starting price variant against no pricing.
- The test reached 95.26% statistical significance over about a month, with about 22,000 visitors in total.
- The high starting price variant also beat the control overall, but did worse than control in some product categories. It was switched off early once the low price was clearly winning.
- The lift was larger among visitors aged 25 to 34.
The change
The variant adds a 'starting at' price with a monthly payment figure.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product pages showed no pricing and asked visitors to fill in an enquiry form to learn more.
Variant
Pages showed a 'starting at' price with a monthly payment indicator. One variant used a low starting price from the franchisees' agreed range, another a high one.
Why it likely won
Our reading of the result, not the practitioner's claim.
- User studies found visitors disliked the lack of pricing. Showing a price removed a reason to hold back.
- A monthly figure makes a premium item feel affordable and easier to fit into a budget.
- A low anchor tells visitors the product is within reach, while a high anchor may scare some off.
Caveats: Traffic was split about 8,500 control, 8,500 low price and 5,000 high price, as the high price variant was stopped early. Data is from around 2019.
Who ran it
iProspect ran this test for a seller of high-ticket filtration products (enquiry-led) 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 iProspect →
How to run this test on your site
- Hypothesis
- If we show a 'starting at' price with a monthly payment figure on product pages, then more visitors will submit an enquiry because they can tell the product fits their budget.
- Primary metric
- Lead form submissions per product page visitor
- Guardrails
- Lead-to-sale rate
- Average deal value
- Sales complaints about price expectations
- Who should test it
- Lead-gen businesses selling high-ticket products or services through quotes, dealers or franchisees. Pick a starting price you can honour everywhere. It may hurt if your real prices vary so much that any figure misleads.
Questions
Should I show prices if I sell through quotes?
This test suggests a starting price can help.
Showing a low 'starting at' figure with a monthly cost lifted enquiries by 15%.
Should the starting price be low or high?
Here the low starting price won clearly. The high one helped overall but did worse than no price for some products.
Why show a monthly payment instead of the full price?
A monthly figure helps buyers judge a premium item against their budget.
It can make the purchase feel within reach.