# 'Starting at' price with monthly cost on product pages: +15% leads

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Pricing display, Price anchoring
- Date shared: 2019-07
- Test run by: [iProspect](https://liftarchive.com/practitioners/iprospect/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.convert.com/case-studies/iprospect/
- Page: https://liftarchive.com/test/iprospect-filtration-starting-at-price/

Adding 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.

## Result

**+15% leads**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Lead-to-sale rate
- Guardrail: Average deal value
- Guardrail: 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.

---

Credit: iProspect ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/iprospect-filtration-starting-at-price/).
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.