# Button 'Price Guide' instead of 'Download' with price: +620.9% clicks

- Outcome: Won
- Page type: Other (SaaS)
- Elements: Cta copy, Pricing display
- Test run by: [PriceCharting](https://liftarchive.com/practitioners/pricecharting/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/pricecharting/
- Page: https://liftarchive.com/test/pricecharting-cta-price-guide-vs-download/

Changing a button from 'Download' with the fee beside it to 'Price Guide' with no price lifted clickthroughs by 620.9%. PriceCharting, a site selling video game price data, ran this test itself, and it was published as a VWO case study. The metric was clicks on the button, not purchases.

## Result

**+620.9% clicks**

- Button clickthroughs: up 620.9% on the variant.
- The variant won after about a week at 99.9% statistical significance.
- Purchases and revenue were not reported, so the effect on sales is unknown.
- PriceCharting rolled out the new button.

## Control

Product pages had a 'Download' button with the price list fee next to it, for example 'Sega Genesis Price List for $2'.

## Variant

The button read 'Price Guide' and the price was removed. Clicking it led to a page where users could build their own price guide.

## Why it likely won (our reading)

- The founder thought the old button looked like a banner ad, so visitors ignored it.
- 'Price Guide' matched what visitors came for, while 'Download' did not say what they would get.
- Removing the price from the button meant the cost no longer put people off before they saw the offer.

## Caveats

The metric was clicks, not purchases, and part of the lift may come from hiding the price until later. Sample size was not shared and the test date was not given.

## How to run this test

- Hypothesis: If we rename the button to describe what users get and move the price off the button, then more visitors will click because the offer will be clear and will not look like an ad.
- Primary metric: Paid conversions from the product page
- Guardrail: Button clickthrough rate
- Guardrail: Drop-off on the next step once price is shown
- Guardrail: Revenue per visitor
- Who should test it: Data, content and SaaS sites selling a paid add-on from a free page. It may not help if your button already names the offer clearly, and a click lift may vanish once buyers see the price.

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Credit: PriceCharting ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/pricecharting-cta-price-guide-vs-download/).
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.