Showing or Hiding the Enterprise Plan Price A/B Test

CRM opportunities closed over price, sales notes where price is the first question, and pricing page visitors who leave without opening the form all indicate that enterprise inquiries often die in the first call over budget. If the price-visible arm is the better option, valid form submissions may fall while the close rate and sales cycle improve. Settle on one accurate price or range for your own offer first, without leaning on a competitor's price, and make sure sales can keep response times after inquiries the same throughout the test.

Qualified opportunity rate

Compare qualified opportunities per eligible assigned visitor over the same sales follow-up period.

Also track

• Valid form submission rateCompare valid submissions per assigned visitor when the price is shown or hidden.
• Opportunity close rateCompare opportunities won after the same sales follow-up period.
• Sales cycle lengthMeasure time from a valid inquiry to close using the same start event.
• Average contract valueCompare won contracts over the same period using the same accounting definition.

• VisibilityChoose one accurate enterprise price or range and either show it on the page or withhold it.
• QualificationApply the same qualification criteria in both arms.
• Price formatFix the format before launch; starting price and price range are separate tests.
• FormKeep fields and submission flow the same.
• AudienceReview eligible customer groups without mixing materially different offers.

1. 1The valid form submission rate may come out higher in the hidden-price arm; that alone is not a win. Qualified opportunity rate is what decides it; compare opportunity close rate, sales cycle length and average contract value among won deals over the same period and definition.
2. 2In the hidden-price arm, check that the page clearly explains the next step and how pricing will be provided; otherwise the gap may come from uncertainty rather than the missing price. Only this price format is covered; showing a starting price would be a separate test. Review eligible customer groups separately without mixing materially different offers.
3. 3Few qualified opportunities arrive, and they arrive slowly, so counts per arm may stay small. An unclear difference should not be reported as one firm number. Enter each arm's visitors and qualified opportunities in the A/B test significance calculator to see whether the gap exceeds chance, and if it does not, keep the test running longer.