Which pricing page do you think won our A/B test?
Pricing pages are a notoriously hard page to get right. I think pricing generally is.
It's really hard to put yourself in a visitor's mindset when designing them. Do you go with simplicity or build in more testimonials, justification.
Really curious to see which people think is the better page and will share the results after!
UPDATE: In the A/B test, B won. Pretty overwhelmingly. Thanks so much to everyone for their feedback below. It is super super useful and I kind of wish I'd shared the variants in here BEFORE the test! Thanks again!
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Both are overcomplicated ;) Btw are you guys only in the UK? Or why are the prices only in GBP?
Kacper, thanks so much for the feedback here. We are based in the UK but prices should adjust based on our IP detection and show USD where possible. Maybe we got a bug in the system somewhere on this.
Re complexity – I agree. I would like to make this an AB-C- test and try a "C" that is radically simplified!
Yup, and EUR as well.
You should probably wait until this test is over unless you have that much traffic to your pricing page though.
A is illegible on mobile so for me, B won by proxy.
A is certainly quite hacky as an experiment – I believe we didn't work on the responsiveness before shipping. It's a bit chicken and egg but consistently our desktop site is where people actually convert – regardless of responsive design. Thanks for the feedback!
I voted A, as the text section with the boxes in the next section was easier to consume than the six similar boxes competing for my attention with multiple CTAs.
A is so confusing looking. I didn't even know there were three tiers. I overwhelming thought B was better. I wouldn't even have considered A viable enough to test. I'm curious what was the thought behind going with A at all? Am I missing something? B is clear and looks like other pricing pages so I know what to expect and where to look.
Great questions here, Dashiell! Thank you! The thinking behind A was to experiment with summarising our value against choosing a bunch of individual tools and piecing them all together. Some inspiration from Basecamp's pricing page, and other ideas. We executed on this fast, with zero polish, and seeing the comments here it makes me wonder how fair a test is when the audience are so clearly attuned to how a quality page looks and feels.
Yea I think maybe if the page was more polished you could have different results. Because B was so much more polished maybe it wasn’t a fair comparison to the idea you were trying to test.
Also this was a fun post!
A tells a story, B does not. People like stories. I vote A.
Handy to hear, thank you John!
Haha apparently I was wrong though! :) Great post. Thanks for sharing
B – you have to scroll down miles to find the price you pay on A and are distracted by a load of competitors.
Hi Tom! And thanks! Good point – noted!
With vs without on A isnt really optimized for mobile in my opinion
Voted B as it seems simpler to make a choice.
I voted B, much more scannable and immediately actionable to me. Curious to see if I got it right!
Hi again, I am confused that B won... what did you test? The actual conversion of PAYING customers or just the opinion of people looking at it that are not even your customers? I still think A must win an actual live test with paying customers. As the value is clear against not at all in B.
Hi, A should be the clear winner. It´s instantly clear what the value of the offer means against just a summary of whatever features... Still, I would try to make it even less complex.
I accidentally voted A, rather than B.
A is not good.
B is better than A.
For everyone who voted, B ended up being the winner too in the A/B test. Thanks a lot for all the feedback!
Option B!
I think B is more easy to digest!
I voted B. While comparing prices is a nice idea if it gives you a significant advantage, since you're comparing you product with a combination of others, you expose yourself to losing potential users who don't need Intercom. In terms of money (so I'm not talking about the sanity thing with google analytics), Mixpanel + Hubspot + Google Analytics is still cheaper than GoSquared.
So which won?
Thanks so much for this feedback, Ruben – really insightful to hear this thinking. With the experiment we ran, B won based on signups as the primary goal.
I voted B, but I saw some new pricing pages on websites that use an interactive calculator for pricing pages, which makes it pretty clear and ads personalization for each user. Would be interesting to make a test with such design too. Was wondering whether it works better or not.
why so complicated?
b.
a is not even responsive
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Thanks @Primer noted and updated.
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Hey Mick! Thanks for letting us know... that's both amazing and also frustrating to hear(!) – we've been working tirelessly to make GoSquared better over those ~10 years! Would love to understand how we lost touch and why we drifted apart.
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Thanks Mick this is really handy to know – noted!
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Thanks for this also btw Mick. "Horrific" is a bit lower than the quality bar we tend to aim for.
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