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Pricing

Ordering Pricing Plans Cheapest or Priciest First

The first plan shown can become a reference point for the others.

  • Pricing
  • Revenue per visitor (RPV)

Option A vs Option B

The sequence is the variable.

Changed
Order
Page
Pricing
Difference
changed

Hypothesis

Starting with the most expensive plan may make later options seem more affordable; starting with the least expensive may foreground the entry price. These interpretations are uncertain, especially when only one card is initially visible on mobile. Change the order while keeping plans and presentation fixed.

How to run this test

Primary metric

Revenue per visitor (RPV)

Compare revenue per assigned visitor to see whether plan order changes results.

Other metrics

  • Featured plan selection rateCheck whether selection of the highlighted plan changes.
  • Lowest-priced plan selection rateReview shifts to entry plans alongside total revenue.
  • Time to decisionRead decision time alongside selection and revenue.
  • Support contactsTrack questions such as “Which plan should I choose?”.

What to check before and during the test

  • DirectionCompare ascending and descending price order.
  • AnchoringRecord which plans enter the viewport; clicks alone do not prove an anchoring effect.
  • Featured planMake sure the “Recommended” label stays on the same plan when order changes.
  • ScrollingCheck whether mobile visitors see only one plan before scrolling.
  • SegmentsReview whether business and consumer visitors respond differently to order.

Setup mistakes to avoid

  1. 1Do not change plan order and the plan labeled “Recommended” together.
  2. 2Do not change order, plan contents or prices at the same time.
  3. 3Do not make the lower-priced plan artificially small or incomplete by placing the expensive plan first.
  4. 4If mobile and desktop use different orders, report them as separate findings rather than combining them.
  5. 5Do not change enterprise-price visibility while changing plan order.