Pricing page with feature table and trial CTAs: +93.71% trial visits
Commentary byLiftArchiveOur analysis, not theirsLyyti redesigned its pricing page to list every plan's features and to push one action, the free trial, and visits to the trial sign-up page rose 93.71%.
Lyyti, a Finnish event management SaaS company, ran the test and it was published as a VWO case study.
Several changes shipped together, so the lift belongs to the whole redesign, not to any one element.
- Visits to the free trial sign-up page: +93.71%, reported at 96% significance.
- The test ran for over 5 months with traffic split evenly between the two versions.
- Actual trial sign-ups and paid conversions were not shared, so the downstream effect is unknown.
The change
Features tabulated per plan, free trial buttons on every plan, quote demoted to a link
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The pricing page gave each plan a short description. Four buttons of equal size split attention between a free trial and 'Request a Quote'.
Variant
Each plan's features were laid out in a table next to its price, with a free trial button above and below every plan. 'Request a Quote' became a text link below the main buttons.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Heatmaps showed visitors jumping between the pricing and features pages. Putting features beside prices likely removed that back-and-forth.
- Six buttons with one message replaced four buttons with two messages, so the page asked for one clear thing.
- Lyyti was little known outside Finland, so asking new visitors for a quote may have been too big a step. A free trial is a smaller commitment.
- The trial offer was easy to miss in the original plan copy and became hard to miss in the variant.
Caveats: This was a bundled redesign: feature tables, extra trial buttons and a demoted quote link all changed at once. The metric was visits to the sign-up page, not completed trial sign-ups, and the result is vendor-published.
Who ran it
Lyyti ran this test for event management SaaS (Finland) and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Lyyti →
How to run this test on your site
- Hypothesis
- If we show each plan's features next to its price and make the free trial the single main action, then more visitors will start a trial because they can compare plans without leaving the page and face one clear next step.
- Primary metric
- Completed free trial sign-ups per pricing page visitor
- Guardrails
- Quote or demo requests
- Trial-to-paid conversion rate
- Plan mix chosen at sign-up
- Who should test it
- SaaS companies with a self-serve free trial whose pricing page offers competing actions or vague plan copy. It probably won't fit sales-led businesses whose deals depend on a quote or demo call.
Questions
Should a SaaS pricing page list every feature?
It helps when visitors otherwise leave to find the features page.
Lyyti's heatmaps showed exactly that, and the redesign with feature tables lifted trial page visits.
Is it a problem to offer both a free trial and a quote request?
Two equal actions can split attention. Lyyti kept the quote option but turned it into a text link so the trial became the main path.
Do more CTA buttons on a pricing page help?
Repeating one action near each plan can make it easier to act wherever the visitor is reading.
The gain here came with other changes, so test it on its own if you want to isolate it.