Sticky prices on the gym membership comparison: +2% conversion
Commentary byLiftArchiveOur analysis, not theirsKeeping membership prices pinned to the top of the screen while visitors scrolled the plan comparison lifted overall sign-up conversion by 2%.
PureGym's product team ran this test on step two of its online join journey.
It was published as an AB Tasty case study, now hosted by Wingify.
- Overall conversion: +2%. More visitors went on to become members.
- Progression to the next step of the join flow also went up, according to PureGym. No figure was shared for this.
- Sample size, test duration and confidence level were not shared.
The change
The variant keeps plan prices fixed at the top as visitors scroll the comparison table.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Step two of the join flow showed a comparison table of membership options such as Plus, Core and Off-Peak. As visitors scrolled down to read plan benefits, the prices scrolled out of view, and the monthly fee and one-off joining fee sat in different places.
Variant
The prices stayed fixed at the top of the screen while visitors scrolled through the plan comparison, so cost was always visible next to the features being read.
Why it likely won
Our reading of the result, not the practitioner's claim.
- People comparing plans want to match each feature to a price. When the price vanishes, they have to scroll back up, which adds effort and doubt.
- Two separate fees in two separate places can make the total cost feel unclear. Keeping prices in view may have reduced that confusion.
- PureGym noted the effect matters most on mobile, where a long table pushes the prices off a small screen quickly.
Caveats: The case study does not share sample size, duration or significance. The 2% figure is company-reported in a vendor case study.
Who ran it
PureGym ran this test and published the results (AB Tasty / Wingify case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on PureGym →
How to run this test on your site
- Hypothesis
- If we keep plan prices pinned to the top of the screen while visitors scroll the plan comparison, then more visitors will pick a plan and continue, because they never lose sight of what each option costs.
- Primary metric
- Completed sign-ups (or paid memberships) per visitor reaching the plan comparison step
- Guardrails
- Mix of plans chosen (watch for a shift to the cheapest plan)
- Progression to the next step
- Mobile page performance and layout issues
- Who should test it
- Membership, subscription and SaaS businesses with a long plan comparison table, especially if most traffic is mobile. If your pricing fits on one screen without scrolling, there is little to gain.
Questions
Should pricing be sticky on a plan comparison page?
If your comparison table is long enough that prices scroll out of view, a sticky price row is worth testing.
In PureGym's test it lifted conversion by 2%.
Does sticky pricing matter more on mobile?
Usually, yes. Small screens push the price row out of view after a short scroll, so keeping it pinned helps visitors compare plans without scrolling back up.
What should I watch besides conversion?
Check which plans people choose. Making price more visible can nudge some visitors toward cheaper plans, which could lower revenue per member.