Pattern #113: More Or Fewer Plans

Pattern #113  Tested 4 timesFirst tested by Stanley Zuo Recently tested by Velin Penev on Jan 29, 2022

Based on 4 Tests, Members See How Likely Version B Wins Or Loses And By How Much

LOSSES
-5
-4
-3
-2
-1
FLAT
+1
+2
+3
+4
+5
WINS

Measured by the sum of negative and positive tests.

A B
More Or Fewer Plans (Variant A) More Or Fewer Plans (Variant B)

Expected Median Effects Of B

?

Progression

(2 tests)

-

Leads

?

Signups

(1 tests)

-

Engagement

?

Sales

(3 tests)

?

Revenue

(2 tests)

-

Retention

-

Referrals

?

ANY PRIMARY

(4 tests)

Tests

Replaced

Isolated

Test #394 on Chaos.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Velin Penev    Jan 29, 2022 Test link

Find Out How It Did With 23,261 Visitors

  • Measured by clicks on any plan

  • Measured by total sales of any plan

In this experiment, a two plan pricing plan (standalone product with a higher collection set) was tested against a single plan one (only a collection set). Impact on clicks and total sales was measured.

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Replaced

Confounded

Test #357 on Baremetrics.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Brian Sierakowski    Jun 02, 2021 Test link

Find Out How It Did With 4,947 Visitors

  • Measured by signup page visits

  • Measured by total signups

In this experiment, a single focus signup was transformed into a pricing comparison table. Impact on signups was measured.

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Added

Isolated

Test #319 on Backstage.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Stanley Zuo    Sep 30, 2020 Test link

Find Out How It Did With 11,005 Visitors

  • Measured by any completed checkouts

  • Measured by total revenue

In this experiment, a 3 plan vs 2 plan pricing page was shown to potential customers. Impact on sales and revenue were measured.

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Replaced

Isolated

Test #272 on Backstage.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Stanley Zuo    Dec 03, 2019 Test link

Find Out How It Did

  • Measured by total checkouts

  • Measured by total revenue

In this experiment, the three pricing plans were condensed into a single recommended plan (annual), with a secondary option to choose the monthly plan.

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Leaks

Leak #35 from Netflix.com   |   Dec 2, 2019 Pricing

Netflix A/B Tests A Single Plan Recommendation And It Becomes Rejected

Netflix made a bold move and challenged their traditional 3 plan pricing page with a preselected single plan recommendation. Clear and equally balanced choice vs. a single mid tier plan.  View Leak

For each pattern, we measure three key data points derived from related tests:

REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.

SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process

DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.