Ali Demirbaş - Lab
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Pricing

Comparison Table or Plan Cards on a Pricing Page

A comparison table aligns features for direct comparison.

  • Pricing
  • Revenue per visitor (RPV)

Option A vs Option B

Two alternatives; neither is the incumbent.

Changed
Options
Page
Pricing
Difference
changed

Hypothesis

Cards group information around each plan, which may make one plan easier to scan but differences harder to compare. For this to be a format test, include the same plan information in both layouts.

How to run this test

Primary metric

Revenue per visitor (RPV)

Compare revenue to see whether the presentation format changes results.

Other metrics

  • Average plan valueUse the purchased-plan mix to help explain revenue changes.
  • Plan selection rateCheck whether more visitors choose a plan.
  • Comparison interaction rateMeasure comparable feature interactions; scrolling or visibility alone does not prove reading.
  • Time to plan selectionRead decision time alongside selection and revenue.

What to check before and during the test

  • FormatPresent the same plans in a comparison table or separate cards.
  • InformationKeep feature lists, wording, prices and plan order unchanged.
  • Unavailable featuresUse accurate and consistent visual treatment for features not included.
  • Expanded detailsKeep which details are open fixed; collapsed versus expanded is a separate test.
  • MobileMake both formats readable and usable on small screens.

Setup mistakes to avoid

  1. 1Do not change the presentation format and feature list together.
  2. 2Do not use alarming marks to overstate what a lower-priced plan lacks.
  3. 3Do not shrink the table until it is unreadable on mobile.
  4. 4Use the same feature names in the table and cards.
  5. 5Do not leave placeholder features that are not actually offered in the table.