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Pricing

Adding a Decoy Plan to a Pricing Table A/B Test

A third plan priced near the target plan but with fewer features may make the target look more attractive by comparison.

  • Pricing
  • Revenue per visitor (RPV)

Control vs Variant

Absent on one side, present on the other.

Changed
Presence
Page
Pricing
Difference
added

Hypothesis

That effect is not guaranteed; customers may choose the added plan instead. This test measures one precisely defined additional offer while leaving the existing two plans unchanged.

How to run this test

Primary metric

Revenue per visitor (RPV)

Compare revenue per assigned visitor between the existing and expanded plan sets.

Other metrics

  • Target plan selection rateMeasure selection of the existing plan the comparison is intended to support.
  • Added plan selection rateRecord demand for the added plan; high selection alone does not mean the test was misconfigured.
  • Highest-priced plan salesReview shifts between plans alongside total revenue.
  • Support contactsTrack questions such as “Which plan should I choose?”.

What to check before and during the test

  • Additional optionAdd one real, purchasable third plan with fixed price, contents and placement.
  • Existing offersKeep the first plans' prices and features unchanged.
  • DemandReview the full selection mix, including purchases of the added plan.
  • InterpretationUse revenue to judge the result; target-plan share alone is not enough.
  • Buyer typeReview business and consumer buyers separately.

Setup mistakes to avoid

  1. 1Make sure the added plan is real, available and purchasable.
  2. 2Do not change plan count and plan prices together.
  3. 3Do not underprice a decoy plan to make the existing plans look artificially expensive.
  4. 4Do not add features to the target plan during the test.
  5. 5Do not run this alongside a separate pricing test that preselects a plan.