# Side-by-side plans with a billing toggle: +23% pricing page conversion

- Outcome: Won
- Page type: Pricing page (SaaS)
- Elements: Pricing display, Plans, Billing toggle
- Test run by: [Whitepages](https://liftarchive.com/practitioners/whitepages/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/whitepages-boosts-subscriptions-with-ab-tastys-feature-experimentation/
- Page: https://liftarchive.com/test/whitepages-pricing-page-plan-layout/

A 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.

## Result

**+23% pricing page conversion**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Share of annual vs monthly plans
- Guardrail: Average revenue per new subscriber
- Guardrail: 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.

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Credit: Whitepages ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/whitepages-pricing-page-plan-layout/).
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.