What are some effective ways to A/B test new pricing or packaging (for example, running different pricing pages to see conversion differences) and is it advisable to experiment with pricing in that way?

Below is a summary of effective ways to A/B test pricing and packaging experiments—and some important caveats—based on the recommendations in our pricing strategy book, Price to Scale:

Direct A/B testing of pricing pages can be an effective way to compare conversion rates between different structures or layouts. For example, you might run one version of your page with simplified pricing tiers (to reduce decision fatigue) and another with more detailed, segmented options.
Keep it simple. As discussed on page 243 of Price to Scale, using too many pricing tiers can confuse prospects, even if the intent is to better match varying customer needs. A simpler pricing structure, even if not as granular, can lead to higher conversion rates because it makes decision-making easier.
Test with the right audience. The book advises against testing exclusively on customers who already know your product. In other words, if you only run your tests on visitors already familiar with your offering (or pre-existing customers), you might only be measuring biased behavior, such as buying at a lower price. It’s important to have a broader demand-generation campaign so that the test includes prospects who are less familiar with your product. This ensures the results reflect the pricing strategy's impact on acquiring new customers.
Tailor your approach. There are several ways to handle pricing on your website (publishing full pricing, summarizing the pricing and deferring details to sales calls, etc.—see page 99). The method you choose should align with your overall strategy and be consistent with how you’re testing variations. For instance, if you’re using pricing as a lead source, then your A/B test might focus on how well each page drives quality leads in addition to conversion rates.

In summary, experimenting with pricing using A/B testing can be very valuable—provided you keep the experiment design simple, target the correct audience, and structure the tests to capture both direct and ancillary impacts (like lead quality). By following these guidelines from Price to Scale, you can confidently make data-driven decisions while avoiding common pitfalls.