Pricing page that features custom plans: +22.97% demo requests
Commentary byLiftArchiveOur analysis, not theirsA redesigned pricing page that put custom plans up front and explained value by business size lifted demo requests by 22.97%.
Omnisend's in-house web growth team ran the test, and it was published as a VWO case study.
Several changes shipped together, but the bigger win was lead quality: lead-to-customer rate went from 2.94% to 11.54%.
- Demo requests: +22.97%.
- Lead-to-customer conversion: 2.94% to 11.54%, nearly four times higher. The extra leads were better fits, not just more of them.
- Overall new business MRR: +16.69% versus control.
- Self-service new business MRR: +14%, with a statistically significant rise in average sales price.
- Results were judged at a 90% confidence threshold. Sample size and duration were not shared.
The change
Custom pricing and value by business size are added and made prominent.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The standard pricing page showed basic plan tiers. Custom plans were hard to find.
Variant
A revamped page featured custom pricing prominently, explained value for different business sizes, and guided larger accounts toward tailored plans.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Research showed larger accounts could not tell which plan gave them the best value. Clearer messaging by business size answered that.
- Making custom plans visible gave high-value buyers an obvious next step: book a demo.
- buyers who chose a demo after seeing tailored options were already qualified, which explains the jump in close rate.
Caveats: This was a bundled redesign, so the lift can't be credited to one element. Results used a 90% confidence threshold, which is looser than the common 95%, and sample size was not shared.
Who ran it
Omnisend ran this test 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 Omnisend →
How to run this test on your site
- Hypothesis
- If we feature custom plans on our pricing page and explain value by company size, then more qualified larger accounts will request a demo because they can see a plan built for them.
- Primary metric
- Demo requests from the pricing page
- Guardrails
- Lead-to-customer rate
- Self-serve sign-ups
- New business MRR
- Who should test it
- SaaS companies with self-serve tiers plus a sales-led custom or enterprise plan. It fits less if almost all revenue is self-serve, since more demo requests could pull buyers away from checkout.
Questions
Should a SaaS pricing page show custom or enterprise plans?
If you sell to larger accounts, yes. Omnisend saw 22.97% more demo requests and a far higher lead-to-customer rate after featuring custom plans.
Do more demo requests mean lower lead quality?
Not here. Leads from the new page closed at 11.54%, against 2.94% before, so track close rate as well as volume.