Side-by-side plans with a billing toggle: +23% pricing page conversion
Commentary byLiftArchiveOur analysis, not theirsA redesigned pricing page with three side-by-side plans and a monthly or annual toggle lifted conversion by 23% for Whitepages.
Whitepages ran the test as a server-side experiment, and it was published as an AB Tasty case study (now on Wingify).
Several layout changes shipped together, so no single element gets the credit.
- Conversion rate: +23% after one week.
- Monthly plan memberships: +31%, the plan the team most wanted to grow.
- No sample size or confidence level is shared.
The change
Side-by-side plan lists, billing toggle and payment moved below
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The subscription pricing page showed the plans with the payment section beside them.
Variant
The three plans sat next to each other as expanded lists of what each includes. A monthly or annual toggle sat at the top, and a larger payment section moved below the plans.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Listing what each plan includes, side by side, makes comparison quick and cuts guesswork.
- A billing toggle lets visitors check monthly and annual prices without scanning two sets of numbers.
- Moving payment below the plans gives a clear order: compare first, then pay.
Caveats: Several layout changes were bundled and the test ran for only one week. Sample size and significance are not given.
Who ran it
Whitepages 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 Whitepages →
How to run this test on your site
- Hypothesis
- If we show our plans side by side with full feature lists and a monthly or annual toggle, then more visitors will subscribe because comparing plans becomes easier.
- Primary metric
- Pricing page to paid subscription conversion rate
- Guardrails
- Share of annual vs monthly plans
- Average revenue per new subscriber
- Refunds or early cancellations
- Who should test it
- SaaS and subscription products with two to four plans and both monthly and annual billing. If you have one plan or custom pricing, this layout has little to work with.
Questions
Should a pricing page have a monthly/annual toggle?
A toggle lets visitors compare billing options in one place.
It was part of the winning layout here, alongside other changes.
How long should a pricing page test run?
Usually at least two full weeks to cover weekly cycles.
This test ran one week, so a longer run would give firmer numbers.