# Pricing page that features custom plans: +22.97% demo requests

- Outcome: Won
- Page type: Pricing page (SaaS)
- Elements: Pricing display, Plans
- Test run by: [Omnisend](https://liftarchive.com/practitioners/omnisend/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/omnisend/
- Page: https://liftarchive.com/test/omnisend-pricing-page-custom-plans/

A 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%.

## Result

**+22.97% demo requests**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Lead-to-customer rate
- Guardrail: Self-serve sign-ups
- Guardrail: 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.

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Credit: Omnisend ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/omnisend-pricing-page-custom-plans/).
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.