Case 04
Making the pricing page make sense
BigBuy · Product Manager · 2026
A hypothesis from customer conversations, rebuilt and validated against a control.
- +15.85%
- Checkout conversion, validated by A/B test
- -19%
- Pricing enquiries into support
- 80337
- The experiment, in the company's own testing tool
The Voice of Customer analysis said customers did not understand our pricing. That is a hypothesis, not a fact, so we treated it as one.
We rebuilt the pricing page and ran it as an A/B test rather than shipping it and hoping. Checkout conversion went up 15.85%, validated by the experiment. Pricing enquiries into support went down 19%.
The two numbers are what make this hold up. Conversion alone could have come from anywhere. Fewer questions about price alongside higher conversion is specifically what the hypothesis predicted, so the result confirms the diagnosis rather than just looking good.