15 Data Driven Pricing Page Optimizations

Your pricing page is one of the most important conversion levers in your business - but too often, it's built on guesswork. In this article, we’ll walk through 15 data-driven pricing page optimizations backed by real experiments and behavioral insights. 

While the core foundation of a strong pricing strategy should be rooted in the core principles around packaging, pricing and value metrics - pricing experiments can drive significant revenue growth for your business. 

Hopefully this list will inspire you to test out new pricing strategies on your pricing page.

As a caveat then all pricing experiments will have a different impact depending on the kind of company, industry, ACV, buyers etc. The % improvements are therefore only directional.

1. Use Social Proof Near the Pricing Table

Experiment: Case study from CXL
Result: Adding customer testimonials near pricing increased conversions by up to 30%.
Why? Reduces uncertainty and builds trust.

2. Highlight the Most Popular or Recommended Plan

Experiment: A/B tests at ProfitWell
Result: Highlighting the “Most Popular” plan with a border or badge increased conversions by 16-30%.
Why? It reduces choice paralysis and guides users toward the best value.

3. Reduce Choices (3-4 Plans Work Best)

Experiment: A/B tests by Pricing Intelligently
Result: Cutting down from 5+ pricing tiers to 3 or 4 increased conversions by 15-25%.
Why? Too many options cause decision fatigue and increase drop-offs.

4. Add a Toggle for Monthly vs. Annual Pricing (Default to Annual)

Experiment: A/B tests by Baremetrics
Result: Defaulting to annual pricing increased annual plan adoption by 20-30%.
Why? The toggle reinforces savings, and most users don’t switch back to monthly.

5. Offer a Free Trial or Money-Back Guarantee

Experiment: A/B tests at Dropbox & Basecamp
Result: Adding a 14-day free trial or a money-back guarantee increased signups by 20-35%.
Why? It reduces friction and removes risk concerns.

6. Show the Most Expensive Plan First

Experiment: A/B tests by the CXL Institute
Result: Showing the highest-priced plan first increased the average order value (AOV) by 10-20%.
Why? This leverages the anchoring effect, making other plans seem more affordable.

7. Remove Dollar Signs ($) from Prices

Experiment: Research from Cornell University
Result: Removing the "$" symbol increased purchases by 8-15%.
Why? It minimizes price sensitivity by making the number seem smaller.

8. Use Rounded Numbers for Simplicity or .99 for Psychological Pricing

Experiment: A/B test at Gumroad
Result: SaaS products priced at $99 instead of $100 saw an increase in signups by 5-10%.
Why? The "left-digit effect" makes $99 feel significantly cheaper than $100.

9. Add Urgency (Limited-Time Discount or Countdown Timer)

Experiment: A/B tests by Convert.com
Result: Adding a “limited-time discount” or a countdown timer for discounts increased conversions by 21-36%.
Why? Scarcity triggers FOMO (Fear of Missing Out).

10. Highlight Savings in Annual Plans with a % Off Label

Experiment: A/B test by Crazy Egg
Result: Showing "Save 20% on Annual" in bold increased annual plan adoption by 18%.
Why? It makes the value clear at a glance.

11. Use Action-Oriented CTA Buttons

Experiment: A/B test by Unbounce
Result: "Get Started Now" vs. "Sign Up" increased clicks by 31%.
Why? Strong action words drive engagement.

12. Localize Pricing for Different Regions

Experiment: A/B test by Spotify & Netflix
Result: Adjusting pricing for purchasing power increased conversions by 30-40% in lower-income regions.
Why? Users are more likely to buy when pricing matches their economic context.

13. Remove Unnecessary Distractions (Simplify the Page)

Experiment: A/B test by Basecamp
Result: Removing navigation bars from the pricing page increased checkout completion rates by 11-20%.
Why? Less distraction = More focus on purchasing.

14. Optimize for Mobile (Bigger Buttons, Less Text)

Experiment: A/B test by Crazy Egg
Result: Pricing pages optimized for mobile led to 19% higher conversions.
Why? More than 60% of SaaS users browse on mobile before purchasing.

15. Charge More! (Most Companies Underprice Their Product)

Experiment: OpenView & ProfitWell study on 512 SaaS companies
Result: Companies that increased prices by 10-20% saw no drop in conversion and a 15-25% boost in revenue.
Why? Most SaaS companies undercharge and underestimate their value.

Pricing Pages Aren’t Static — They’re Strategic

Your pricing page isn’t a set-it-and-forget-it asset — it’s a living, breathing part of your revenue engine. These 15 experiments show how even small changes can unlock significant gains in conversion and revenue. But to truly scale your pricing strategy, you need more than tweaks — you need visibility, flexibility, and data to back your decisions.