Pattern #115: Pricing Comparison Table

Pattern Author: Arthur Sparks - COO @ PrepAgent

Based on 2 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
Almost Certain Winner
Pricing Comparison Table
  1. Pricing Table Friendly Comparisons

    This pattern asks the question whether it better to list out plan features repeatedly under each plan, or whether plan features should only be listed out once and referenced using visual cues such as checkmarks (hopefully for easier comparison).

Median Effects



Ex: First Action

(1 tests)



Ex: Leads, Quotes



Ex: Trials



Ex: Future Action



Ex: Transactions

(1 tests)




(1 tests)



Ex: Return Visits



Ex: Social Shares


Test #294 Tested on by Lars Skjold Iversen Lars Apr 23, 2020

Find Out How It Performed

Pricing Desktop
  • Measured by clicks on any purchase button   |   p-val (?)

In this experiment, plan properties on a pricing page were horizontally aligned (for easier comparison). More so, labels and values were also broken on separate lines.

Get Access To See The Test Results

Test #277 Tested on by Arthur Sparks Arthur Jan 03, 2020

Find Out How It Performed

Pricing Desktop
  • Measured by total sales   |   p-val (?)

  • Measured by total revenue   |   p-val (?)

In this experiment, side-by-side plan features were aligned and changed to a comparison table with checkmarks for easier comparison.

Get Access To See The Test Results


Leak #40 from   |   Jan 10, 2020 Pricing

Netflix Keeps Its Older Price Comparison Table And Rejects Their New Layout In This A/B Test

Netflix has been experimenting with the layout of their pricing plans. Challenging the more traditional pricing comparison table, instead they a/b tested three self-contained pricing plan tiles. This newer version however ended up being rejected as we noticed. 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.