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Frameworks, core principles and top case studies for SaaS pricing, learnt and refined over 28+ years of SaaS-monetization experience.
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Yes, it is worth A/B testing different pricing page layouts, but with a few important considerations in mind.
• Direct Answer:
A/B testing can help you identify which layout and presentation style delivers a higher conversion rate. In our SaaS pricing book, Price to Scale, we discuss how clarity and simplicity often trump complexity. For instance, offering too many pricing tiers—even if they seemingly cater better to individual needs—can confuse customers and lower conversion rates.
• Book Insights:
In Price to Scale (see page 243), the book emphasizes that data simplicity matters. Fewer tiers and a more straightforward presentation tend to lead to higher conversion rates, even when the tiers may not be a perfect fit for every customer. This suggests that the layout and display of your pricing might have a more significant impact on conversions than the nuanced details of your pricing levels.
• Practical Considerations:
- Test with a broader audience: Avoid only testing on your pre-existing visitors. This ensures the layout is appealing to new and potential customers alike.
- Keep it simple: Even if adjustments seem counterintuitive at first, a simpler layout might reduce decision friction and boost conversions.
- Measure comprehensively: Look beyond immediate sales; assess whether the changes in layout help in attracting and converting new customers, not just serving discount-savvy existing ones.
• Takeaway:
A/B testing your pricing page layouts is a worthwhile exercise to optimize conversion rates. As discussed in our pricing strategy book, Price to Scale, testing can reveal that a simpler, clearer layout might outperform a more complex one, ultimately driving better results for your business.
In summary, while it’s essential to align your testing with your broader marketing strategies, a well-executed A/B test can provide actionable insights to improve your pricing page performance.