Longer pricing page with FAQs and testimonials: +372.6% sign-ups
Commentary byLiftArchiveOur analysis, not theirsMaking PayPanther's short pricing and sign-up page longer, with pricing FAQs, testimonials and an extra no-risk trial button, raised sign-ups by 372.6%.
PayPanther, now PracticePanther, ran the test itself, and it was published as a VWO case study.
The three additions shipped together, and the test saw only about 1,000 visitors.
- Sign-ups: +372.6% over the original page.
- Sample: about 1,000 visitors over a month. With so few visitors, the true lift is likely much smaller than the headline number.
- The longer page became the default after the test.
The change
Pricing FAQs, testimonials and a second no-risk trial CTA are added below.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The 'Pricing and Signup' page was short and bare, built on the idea that less content would mean fewer distractions.
Variant
A longer page added a pricing FAQ section, customer testimonials and a second sign-up button that framed the offer as a no-risk trial.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The FAQ answers common doubts about pricing before they stop a visitor from signing up.
- Testimonials show that other freelancers and businesses use the tool.
- Calling the trial no-risk lowers the cost of saying yes, since visitors can leave anytime.
Caveats: About 1,000 visitors in a month is a small sample, and big lifts on small samples often shrink. Three changes were bundled, and the data is old: the company has since renamed itself and redesigned its site.
Who ran it
PayPanther 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 PayPanther →
How to run this test on your site
- Hypothesis
- If we add pricing FAQs, customer testimonials and a no-risk trial CTA to our pricing page, then more visitors will sign up because their doubts are answered before they decide.
- Primary metric
- Trial or account sign-ups per pricing page visitor
- Guardrails
- Trial-to-paid conversion
- Support tickets about pricing
- Who should test it
- SaaS companies with a thin pricing page and a product that needs some explaining. It matters less if visitors arrive already sold, for example from a referral. Plan for enough traffic to trust the result.
Questions
Are long pricing pages better than short ones?
When visitors need more information, often yes. PayPanther's longer page won clearly, but on a small sample.
Should a SaaS pricing page include an FAQ?
It is worth testing. An FAQ can answer billing and cancellation doubts at the moment someone decides.
Can I trust a 372% lift?
Treat it with care. On about 1,000 visitors, very large lifts are common and usually shrink when retested.