Showing the price next to a lead form: +100% leads
Commentary byLiftArchiveOur analysis, not theirsShowing the product price next to the contact form doubled leads (+100%) on a SafeSoft Solutions PPC landing page.
SafeSoft Solutions, a maker of marketing automation software for contact centers, ran the A/B test, and it was published as a VWO case study in 2011. The result went against the common idea that hiding price gets more people to talk to sales.
- Leads (contact form submissions): up 100%.
- Sample size, test length and confidence were not shared, so the true size of the lift is uncertain.
The change
A large price image sits beside the contact form
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A PPC landing page with a contact form and product features, but no price.
Variant
The same page with a large green image showing the product price beside the form.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Visitors could judge value for money before handing over their details, so the form felt less like a sales trap.
- Many B2B buyers avoid forms that lead to a sales call just to learn the price. Showing it removes that reason to leave.
- Our reading, and VWO's: this likely works best when your price is competitive for the features offered.
Caveats: No sample size, duration or confidence level was given, and the data is from 2011. A doubling on a small sample can shrink a lot on retest.
Who ran it
SafeSoft Solutions 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 SafeSoft Solutions →
How to run this test on your site
- Hypothesis
- If we show the price next to the lead form, then more qualified visitors will submit it because they can judge value without fearing a sales pitch first.
- Primary metric
- Lead form submission rate
- Guardrails
- Lead-to-opportunity rate
- Sales-qualified lead share
- Closed revenue per lead
- Who should test it
- B2B software and lead-gen businesses with a fixed, competitive price that is often hidden behind "contact us". It is less likely to help if your price is high relative to rivals or varies a lot by customer.
Questions
Should B2B SaaS companies show pricing on landing pages?
In this test, showing the price doubled leads.
It tends to help when the price is competitive and buyers are wary of sales calls.
Will showing price reduce lead quality?
It may improve it, since people who submit already accept the price.
Track how many leads turn into deals, not just form fills.
Where should the price go on a lead-gen page?
Close to the form, so visitors see it at the moment they decide whether to fill it in. SafeSoft placed it right beside the form.