Pricing table above the fold plus testimonials: +6.74% purchases
Commentary byLiftArchiveOur analysis, not theirsPaltalk's redesigned subscription page, with every plan in a feature comparison table above the fold plus customer testimonials, lifted successful purchases by 6.74%.
Wingify Services ran the test with Paltalk's team, and it was published as a VWO case study.
It was a full page redesign, so the lift belongs to the whole package, not one element.
- Successful subscription purchases: +6.74%.
- Revenue: more than USD 2,000 extra during the test.
- The test ran 53 days on all traffic with a 50/50 split. The new design is now live for all users.
- No confidence level was shared.
The change
Scattered plans become one comparison table above the fold, with testimonials added.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The old subscription page did not fit all plans in the first screen, made features hard to compare, had no social proof, and its main button did not stand out.
Variant
An all-new design showed every plan above the fold in a table with features listed side by side, and added customer testimonials.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Seeing every plan at once removes scrolling and memory work when comparing options.
- A feature table makes the differences between plans easy to scan, which helps people pick one.
- Testimonials add reassurance at the point of paying.
Caveats: This was a full redesign that changed the layout and added both the comparison table and testimonials, so no single change can be credited. Results come from a vendor case study with no significance figures.
Who ran it
VWO 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 VWO →
How to run this test on your site
- Hypothesis
- If we show all plans above the fold in a feature comparison table, then more visitors will subscribe because comparing options takes less effort.
- Primary metric
- Paid subscriptions per pricing page visitor
- Guardrails
- Plan mix and average revenue per subscriber
- Refund or early cancellation rate
- Who should test it
- Subscription and SaaS businesses with three or more plans that don't fit in one screen. It matters less with a single plan, or when buyers already know which tier they need.
Questions
Do comparison tables increase subscription sales?
They often help when there are several plans.
In Paltalk's redesign purchases rose 6.74%, though the table was one of several changes.
Should all pricing plans be visible above the fold?
If they fit cleanly, yes, it is worth testing.
Seeing every option at once makes comparing easier.