'10 GB' instead of 'unlimited' storage on pricing: +27.9% revenue
Commentary byLiftArchiveOur analysis, not theirsShowing 10 GB of storage on Powtoon's Business plan, instead of 'unlimited', lifted revenue by 27.9%.
Wingify's services team ran this test for Powtoon, the animated video software company, and it was published as a VWO case study.
Three variants with different storage values were tested against the original.
- Revenue: up 27.9% for the version showing 10 GB on Business and 2 GB on Pro.
- Results for the other two variants were not shared.
- Sample size, duration and confidence level were not shared.
The change
Business plan storage shown as 10 GB instead of unlimited
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The pricing page listed 2 GB of storage on the Pro plan and unlimited storage on the Business plan.
Variant
Three versions were tested: 10 GB on both plans, 2 GB on both plans, and 10 GB on Business vs 2 GB on Pro. The last one won.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Powtoon's product lead thought 'unlimited' was vague, and a real number may have made the value easier to judge.
- A clear gap between 2 GB and 10 GB made the step up to Business easier to justify.
- Both plans offered practically unlimited storage in use, so the change was in how value was framed, not what buyers got.
Caveats: Revenue is vendor-reported with no sample size, duration or significance shared. The date of the test was not given.
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 replace 'unlimited' with a concrete number on our top plan and show a clear gap to the plan below, then more buyers will choose the higher plan because they can see the difference in value.
- Primary metric
- Revenue per visitor on the pricing page
- Guardrails
- Plan mix (share choosing each tier)
- Overall paid conversion rate
- Refunds or downgrades in the first month
- Who should test it
- SaaS companies with tiered plans where a feature is listed as 'unlimited'. It may not help if buyers rarely care about that feature, or if 'unlimited' is your main selling point against rivals.
Questions
Is 'unlimited' better than a number on a pricing page?
Not always. In Powtoon's test a concrete 10 GB earned more revenue than 'unlimited', likely because buyers could judge it.
How do you test plan features without changing the product?
You can change how a feature is described, as Powtoon did, when the real limit is far above what customers use. Make sure what you show is true.
What metric should a pricing page test track?
Revenue per visitor is usually better than sign-ups alone, because a change can shift people between plans.