# Showing or Hiding the Enterprise Plan Price A/B Test

Page: https://alidemirbas.com.tr/en/lab/ab-test-library/tests/showing-or-hiding-the-enterprise-plan-price-ab-test

## Hypothesis

A visible enterprise price may screen out prospects whose budget does not fit before they reach the form and bring sales better-prepared conversations, while a hidden price may collect more submissions that need more screening. In that trade-off, the price-visible arm could come out ahead on qualified opportunity rate, measured per assigned visitor.

## When to run this 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.

## Primary metric

**Qualified opportunity rate**: Compare qualified opportunities per eligible assigned visitor over the same sales follow-up period.

## Other metrics

- **Valid form submission rate**: Compare valid submissions per assigned visitor when the price is shown or hidden.
- **Opportunity close rate**: Compare opportunities won after the same sales follow-up period.
- **Sales cycle length**: Measure time from a valid inquiry to close using the same start event.
- **Average contract value**: Compare won contracts over the same period using the same accounting definition.

## What to check before and during the test

- **Visibility**: Choose one accurate enterprise price or range and either show it on the page or withhold it.
- **Qualification**: Apply the same qualification criteria in both arms.
- **Price format**: Fix the format before launch; starting price and price range are separate tests.
- **Form**: Keep fields and submission flow the same.
- **Audience**: Review eligible customer groups without mixing materially different offers.

## What to watch when reading the result

- The 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.
- In 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.
- Few 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](https://alidemirbas.com.tr/en/calculators/ab-test) to see whether the gap exceeds chance, and if it does not, keep the test running longer.

## Frequently Asked Questions

### What exactly should the price-visible version display?

Fix one accurate enterprise price or range and its presentation before launch. Starting prices versus ranges are a separate comparison. Avoid misleading competitor references. Use qualified opportunities per assigned visitor as the primary outcome.

### Can hiding the price generate more leads?

It may, without generating more qualified opportunities. Close rates, sales-cycle length and contract value explain the result. Keep qualification and follow-up consistent.

### What should visitors see when the price is hidden?

Explain the next step and how pricing will be provided. Keep form fields, submission flow and response standards identical across groups.

### How can incoming requests be evaluated fairly?

Apply the same qualification criteria. Review appropriate customer groups without mixing fundamentally different offers. Compare contract value among won deals using a common period and accounting definition.