Pricing Page Optimization: How to Order Pricing Plans [Original Research] | ConversionXL
How do you order your pricing page: Cheap-to-expensive? Expensive-to-cheap? Randomly?
This study, conducted through ConversionXL Institute, is the first of a multi-part pricing page study providing data on how people consume pricing plans depending on the plan’s layout design.
For this first study, we manipulated the pricing page for a survey tool, SurveyGizmo, to see if there are different patterns of user perception and preference (choice of plan) for various layout designs.
Results summary
- Generally, users processed all pricing tables the same way regardless of plan layout: They spent the most time looking at the first two pricing plans listed in a left-right order.
- People read about the expensive plans more quickly and for a longer amount of time when they were placed on the left side of the table, listed first or second.
- Participants chose expensive packages most often when they were listed first.
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Conclusion
While most SaaS pricing pages list plans from cheapest to most expensive, we found that users were more likely to prefer more expensive plans when they were laid out the opposite way: most expensive to cheapest.
No matter what layout we presented, users the most time looking at the first two pricing plans listed in a left-right order. So, if the cheapest plan was presented first, that’s what they spent the most time looking at. Same idea for the most expensive plan.
While user testing does not always translate to behavioral reality (what people say isn’t always what they do), these results suggest that you should order your pricing plans from high to low. In any case, it’s worth an A/B test.
Read complete article here:
Pricing Page Optimization: How to Order Pricing Plans [Original Research].
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