Ali Demirbaş - Lab
TRGet in touch

Pricing

How Many Pricing Plans Should You Show? Test Idea

The set of plans on screen can change both the effort required to choose and how plans look in relation to one another.

  • Pricing
  • Revenue per visitor (RPV)

Option A vs Option B

How many are shown is the variable, not what they look like.

Changed
Quantity
Page
Pricing
Difference
changed

Hypothesis

The experiment cannot run until the two exact plan sets are defined. Keep each retained plan’s price and features unchanged; the result applies to those sets, not to plan count in general.

How to run this test

Primary metric

Revenue per visitor (RPV)

Once both plan sets are defined, compare revenue per eligible assigned visitor over the same period.

Other metrics

  • Average plan valueUse plan value to explain revenue; a lower average does not necessarily mean lower revenue per visitor.
  • Plan selection rateCompare the share of visitors who select any plan.
  • Cancellation or downgrade rateCompare cancellations and downgrades after the same follow-up period.
  • Plan-selection support requestsTrack questions about choosing a plan using the same visitor denominator.

What to check before and during the test

  • Plan setsCompare the current set with a version that removes one redundant tier, selected before launch based on overlapping features and the prior 90 days of plan selections.
  • Keep constantKeep prices, plan features and card design unchanged.
  • RevenueDecide using revenue per visitor, not plan selection alone.
  • Selection mixReview how plan choices shift to explain the result.
  • AudienceReview customer groups separately without changing assignment rules.

Setup mistakes to avoid

  1. 1Do not change plan count and prices in the same test.
  2. 2Do not declare a winner from conversion alone; check revenue per visitor.
  3. 3Exclude existing subscribers whose plan access would be affected.
  4. 4Do not repackage plan features while changing the set.
  5. 5Keep an appropriate plan available; do not force visitors into one option.