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.