# Pricing page with a highlighted middle plan: +38% revenue

- Outcome: Won
- Page type: Pricing page (SaaS)
- Elements: Pricing display, Cta design, Headline
- Test run by: [CodaLift LLC](https://liftarchive.com/practitioners/codalift-llc/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/codalift-llc/
- Page: https://liftarchive.com/test/planoly-pricing-page-redesign/

A redesigned pricing page that highlighted the middle plan and showed yearly savings lifted revenue by 38% and average order value by 24%. The agency CodaLift LLC ran this test for Planoly, a Texas-based software company, and it was published as a VWO case study. Several changes shipped together, so the result belongs to the whole redesign, not to one element.

## Result

**+38% revenue**

- Revenue: +38%. This is the number that matters most for a pricing page.
- Average order value: +24%, which suggests more people chose bigger or annual plans.
- Plan button clicks: +16% on Starter, +20% on Growth and +74% on Professional.
- Sample size, test length and confidence were not shared.

## Control

Three plan columns (Starter, Growth and Professional) with discounted prices and savings shown in dollars per month. Every plan had the same button style.

## Variant

Still three columns, but the Growth plan stood out with a contrasting colour and a different button style. A new heading focused on what the plans deliver, and annual-plan savings were shown in dollars per year.

## Why it likely won (our reading)

- Highlighting one plan gives visitors a default choice, which makes picking a plan quicker.
- Savings in dollars per year look bigger than the same savings per month, which can nudge people toward annual billing.
- A heading about benefits reminds visitors what they get before they compare prices.
- The biggest click gain was on the top plan. A highlighted middle plan can make the top plan feel like a smaller step up, though this test can't prove that.

## Caveats

This was a bundled redesign: colour, button style, heading and savings format changed at once, so no single change can take the credit. No sample size, duration or significance was published.

## How to run this test

- Hypothesis: If we highlight our recommended plan, lead with a benefit heading and show annual savings per year, then revenue per visitor will rise because choosing a plan becomes easier and annual billing looks more valuable.
- Primary metric: Revenue per pricing page visitor
- Guardrail: Plan mix (share of each tier)
- Guardrail: Refund or downgrade rate in the first 30 days
- Guardrail: Trial or sign-up start rate
- Who should test it: SaaS companies with three or more tiers and an annual billing option. If you have one plan or no annual pricing, most of this doesn't apply. To learn which change worked, test the pieces one at a time.

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Credit: CodaLift LLC ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/planoly-pricing-page-redesign/).
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.