# Showing the price next to a lead form: +100% leads

- Outcome: Won
- Page type: Landing page (SaaS)
- Elements: Pricing display
- Date shared: 2011-09
- Test run by: [SafeSoft Solutions](https://liftarchive.com/practitioners/safesoft-solutions/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/safesoft/
- Page: https://liftarchive.com/test/safesoft-landing-page-show-price-next-to-form/

Showing 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.

## Result

**+100% leads**

- Leads (contact form submissions): up 100%.
- Sample size, test length and confidence were not shared, so the true size of the lift is uncertain.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Lead-to-opportunity rate
- Guardrail: Sales-qualified lead share
- Guardrail: 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.

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Credit: SafeSoft Solutions ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/safesoft-landing-page-show-price-next-to-form/).
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.