Win Report: How resolving pricing page doubt increased conversions by 8%

Win Reports help you grow your business by showing our methodology at work. Each Win Report showcases a real-world test, sharing the research, insights, and techniques that led to the win.

In the next two minutes, we’ll show you how adding a benefit-driven headline and a single testimonial to a pricing page increased conversions by 8%.
A/B test wireframes showing the control and variation layouts for the pricing page

Our client operates a chain of entertainment venues, where customers come to try a unique physical activity. It’s the kind of bucket-list experience that people love to talk about, and remember for years.

Research: A lack of balance

The pricing page often represents a moment of truth in a sales journey. When confronted by the real cost of a product or experience, website visitors balance that against the benefits and make their final decision.

During our user testing for this client, over half of the participants stalled at the pricing page. Despite plenty of genuinely persuasive content elsewhere on the site, the page contained nothing but a row of pricing tiles.

Excluding other content is a common weakness in poorly converting pricing pages, but why?

In his book, Thinking, Fast and Slow, Nobel prize-winning psychologist Daniel Kahneman describes a principle he calls What You See Is All There Is. In essence, the fast and intuitive part of our brains can only work with whatever is right in front of them. A page showing only prices forces a price-only judgment.

By contrast, when we asked existing customers what finally persuaded them the answer was clear. Other people.

“I researched online and read reviews, and asked people who had been.”

“A family friend recommended trying it.”

In fact, reviews and recommendations were by far the biggest deciding factor for our client’s customers.

Bar chart showing that reviews and recommendations were by far the biggest deciding factor for customers, ahead of all other influences

As we’ve written about elsewhere, social proof is a powerful form of persuasion, particularly for unusual activities like our client’s—it just wasn’t on the pricing page.

What would happen if we fixed that?

The original page (or control)

The original jumped straight from the booking funnel into pricing tiles, with no copy above the fold to frame the offer or reassure first-time visitors.

Screenshot of the original pricing page showing only pricing tiles with no supporting copy or social proof above the fold

The tested page (or variation)

Here’s the page we tested, which included two simple additions above the pricing tiles:

Screenshot of the tested pricing page variation with a benefit-led headline, customer testimonial with photo, and Google five-star rating added above the pricing tiles

We added a single block of “sales copy inside the funnel” at the top of the page:

  • An aspirational headline: A benefit-led headline anchored in a number too big to ignore, and invited prospects to join a community of millions who’d already tried (and loved) the experience.
  • A real testimonial with a face: A customer quote, attributed to a named person with a date and a photo, sitting just under the headline.
  • Third-party credibility: A Google five-star rating, displayed prominently. Borrowed trust tends to outperform self-claimed trust—and a logo prospects already recognize does a lot of the work for you.

Result: Conversions increased by 8%

During the test, we observed an 8% increase in conversions.

The result confirmed the value of a pattern we’ve seen time and time again. When you provide reassurance at a moment of truth, conversions increase. In this case, our client had no shortage of persuasive content, it just wasn’t present in a critical part of the funnel.

What’s next

As usual, we added the test to our proprietary Wins Database, then looked for ways to apply its lessons to other parts of our client’s business and then to other clients.

If you want us to grow your profits—quickly and efficiently— check if you qualify for a free one-on-one strategy session with one of our CRO consultants.

We’ll only work with you if we believe we can get amazing results together. Our success has come entirely from positive word of mouth, and we plan to keep it that way.

Thanks to our client for letting us share these insights (and for being such a great team to work with).

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