Stripe A/B pricing test around how to display information

Casey Hill

4d • Pricing & Packaging Strategy

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.

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