Sometimes it's not what you say on your pricing page, it’s how you display that information. I looked at hundreds of A/B tests that have the exact same info, but try…. A grid vs. bullets More white space vs. less white space Bigger text vs. smaller text Image + Stats vs. just stats Although best practices vary depending on industry, location, company stage, and a slew of other factors (we help you navigate that at DoWhatWorks!). Here are two principles that apply to the vast majority of the winning results… → It is easier to read the key thing you want the prospect to see. That is often bigger font, more white space around stats/text, visuals to highlight the key stats etc.. When a page is visually cluttered (images or text), those versions almost always lose. Stripe has been fascinating as a case study here because recently I was going through their tests (I include one around their pricing in the visual deck on this post) and over 90% of their tests can be boiled down to “simplification” and “clarity”. The versions that are simpler and clearer win. → Expectation to reality matching. When I click this button, or tile, what happens next? Simple, clear CTA text wins. Also, helpful subtext below buttons or header/subheader framing can help contribute to clarity here. → Don't make your prospect do math. We find time and time again that the versions of pricing pages with the least required computation win (so the 2-months free, and then 70% off for the first year... yeah, don't do that) When I look at recent website updates from Stripe, Ramp, Cartra, and dozens of others, I find a lot of the same information, but displayed in ways that are far more digestible.

I have spent a lot of time digging into our DoWhatWorks database of A/B tests from the top brands in the world to answer this question. It's a complicated one, with variance by industry and many other variables. That being said, in general, here are a few takeaways from the data... - 4 pricing plans seem to be a sweet spot that performs well for most brands and wins against 1, 2 or 3 plans - 2 pricing plans, seems to have a slight edge over 1 or 3 pricing plans. - 5 pricing plans often wins over 1, 2 or 3 pricing plans. Below you see a test from DirectTV where they tested into 4 pricing plans over 2. Again, there is a lot of nuance here, but some interesting directional guidance.

Recently I have noticed OpenAI ratcheting up its A/B testing on its site. This recent test is not particularly novel: having add-ons above your normal pricing plans loses to having them below. However, I am intrigued to see how OpenAI approaches its pricing strategy in 2026. SaaStr summarized their State of AI report and noted "Enterprises aren’t just chatting with AI. They’re running complex, multi-step reasoning tasks in production. 320x increase in reasoning token consumption per org YoY means this went from experiment to infrastructure." It feels like it might be the B2B side, and not the consumer side, which is the major revenue lever that OpenAI leans into.

Hey y'all! Next Thursday, I'll be co-hosting a webinar with Casey Hill. In it, we're going to dig into the DoWhatWorks data and cover four pricing page tactics that consistently drive conversions, including: - The Right Number of Plans ​ - Pricing Plan Subheaders that Sell - Clear, Action-Oriented CTAs ​ - Sign-Up Form Optimization ​ If you're working on a PLG product, we'd love to see you there. Register at the link below: https://us02web.zoom.us/webinar/register/WN_jmhWBrduQ0SEIjG7oDhLAQ#/registration Until next time 🫡 Rob

The majority of pricing pages make this mistake and it hurts revenue ⬇️ Instead of building affinity, they use their plan-tier subheader to give a generic product description. Under a “Pro” or “Growth” plan, you’ll see lines like: “Optimize operations with data and customizations” “Connect work across teams” “Build and manage automated AI-powered workflows” None of these help me quickly identify which plan is best for me. Your plan subheader should simplify the decision-making process. Companies like Notion, Shopify, Docusign and Asana do a great job of creating instant affinity: Shopify says, “For solo entrepreneurs.” Notion says, “For individuals to organize personal projects and life.” Straightforward. Asana’s Advanced plan reads: “For companies that need to manage a portfolio of work and goals across departments.” If you’re a team planning to use Asana across multiple departments, that line immediately guides you. But what’s the actual impact of these changes? In 2019, I was hired by a public company to optimize their pricing page. We ran numerous A/B tests, but one impactful change was strengthening the affinity in their plan subheader text. Overall conversions didn’t change meaningfully, but we did shift ~2% more conversions from lower-tier plans to the middle plan (our primary goal), which led to a substantial ARPU lift over the next few quarters.