Pattern #17: Expensive First

Pattern #17  Tested 6 timesFirst tested by Kuba Koziej Recently tested by Jakub Linowski on Oct 30, 2020

Based on 6 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
Expensive First (Variant A) Expensive First (Variant B)

Expected Median Effects Of B

-

Progression

-

Leads

-

Signups

-

Engagement

?

Sales

(6 tests)

?

Revenue

(6 tests)

-

Retention

-

Referrals

?

ANY PRIMARY

(6 tests)

Tests

Replaced

Isolated

Test #324 Tested on An Anonymous Site    Oct 30, 2020 Test link

Find Out How It Did With 31,768 Visitors

  • Measured by total sales

  • Measured by total revenue

This experiment tested the order of purchase plans. The control version sorted the purchase options by the least expensive while the variation sorted them by the most expensive first. Impact on sales and revenue was measured.

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Replaced

Isolated

Test #289 on Prepagent.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Arthur Sparks    Mar 23, 2020 Test link

Find Out How It Did

  • Measured by total sales

  • Measured by total revenue

In this experiment, the order of pricing plans was rearranged as to show the most expensive one first.

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Replaced

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Test #254 on Volders.de by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Alexander Krieger    Aug 16, 2019 Test link

Find Out How It Did

  • Measured by any successful cancellation transactions

In this experiment, 4 things were adjusted in the variation: the highest pricing plan was shifted to the left, it was set as the default one, the recommendation was also adjusted to point to the highest plan, and one benefit from the lowest plan was removed (customer support).

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Test #253 on Volders.de by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Alexander Krieger    Aug 08, 2019 Test link

Find Out How It Did

  • Measured by any successful cancellation transactions

In this experiment, two pricing plans were inverted to show the most expensive plan first (in the variation).

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Replaced

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Test #130 on Kenhub.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Niels Hapke    Dec 07, 2017 Test link

Find Out How It Did

  • Measured by total purchases of any plan

In this experiment, the plans were sorted by the most expensive first, left to right (variation).

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Replaced

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Test #70 on Uptowork.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Kuba Koziej    Nov 01, 2016 Test link

Find Out How It Did

  • Measured by any plan purchases

This test simply ordered the pricing plans from highest to most expensive. Overall sales decreased by an insignificant -1% with a possible +14% increase to the most expensive plan. The net effect was an insignificant 0.9% increase the the premium plans.

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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.