The control version skipped straight to the pricing options, failing to address customer insecurities at this critical stage of the funnel.
The winning variant featured a summary of the value proposition above the pricing options. Scrolling down, a section that answered the most common pricing questions visitors had was added. To further reassure users, a money-back guarantee was included next to the pricing options.
57% increase in leads
Most websites assume that once visitors reach the pricing page (or checkout), they have decided to buy. Big mistake. Just before visitors see the price, they need to be reminded of the value.