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SaaS & B2B

Showing or Hiding the Enterprise Plan Price A/B Test

Showing an enterprise price range may screen out prospects whose budget does not fit and bring more prepared conversations.

  • SaaS & B2B
  • Qualified opportunity rate

Option A vs Option B

Absent on one side, present on the other.

Changed
Presence
Page
SaaS & B2B
Difference
removed

Hypothesis

Hiding it may produce more form submissions without creating more qualified demand or sales opportunities. Define the displayed price or range before testing; keep the commercial offer and follow-up process unchanged.

How to run this 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 rateCompare valid submissions per assigned visitor when the price is shown or hidden.
  • Opportunity close rateCompare opportunities won after the same sales follow-up period.
  • Sales cycle lengthMeasure time from a valid inquiry to close using the same start event.
  • Average contract valueCompare won contracts over the same period using the same accounting definition.

What to check before and during the test

  • VisibilityChoose one accurate enterprise price or range and either show it on the page or withhold it.
  • QualificationApply the same qualification criteria in both arms.
  • Price formatFix the format before launch; starting price and price range are separate tests.
  • FormKeep fields and submission flow the same.
  • AudienceReview eligible customer groups without mixing materially different offers.

Setup mistakes to avoid

  1. 1Explain the next step and how pricing is provided in the hidden-price arm.
  2. 2Do not change price visibility and form fields together.
  3. 3Review close rate, not inquiry volume alone.
  4. 4Do not mislead by citing a competitor's price.
  5. 5Keep response time after inquiries consistent.