Pricing isn’t just numbers on a page. It’s psychology, behavior, and strategy packed into a few digits. And when companies run A/B tests on pricing, they get real-world insights into what works and what doesn’t. We reviewed over 500 companies and their experiments with pricing models, page layouts, psychological tactics, and plan designs. The results are powerful, often surprising, and deeply actionable.
1. 68% of A/B tests on pricing pages resulted in statistically significant conversion rate changes
Why this matters
When two-thirds of pricing tests show statistically significant changes, it’s a clear sign that your pricing page is not something to set and forget. Even small tweaks can shift how users behave. Whether it’s color, wording, or the order of plans — changes matter.
What you can do
First, accept that your pricing page is a living part of your product. It deserves attention and iteration. Use tools like Google Optimize, VWO, or Optimizely to test simple things: try switching plan positions, highlight different features, or adjust your CTA copy.
Keep your tests clean — test one variable at a time. Don’t test plan prices and layout together. That’ll make it hard to know what caused the change.
Also, test long enough to reach statistical significance. Don’t call a winner after just 100 visitors. Real insights need volume and time.
Your takeaway
Most pricing pages can be improved. Yours probably can too. Run a test, review the results, and learn. You’ll either confirm a good decision or uncover a better one.
2. 41% of companies saw a 10–30% increase in revenue after pricing A/B tests
Why this matters
This is about more than vanity metrics. A 10–30% jump in revenue just from testing price strategy is a growth engine. These are gains that don’t require a product overhaul or a new ad budget — just smarter pricing.
What you can do
Start with your current plans. Look at uptake by tier. Are most people picking the cheapest? That might mean your middle or top tier isn’t attractive enough. Try adding value, restructuring features, or repositioning your best-selling tier to the middle.
You can also test different price points — increase by 10% and see what happens. Many companies fear price hikes, but testing shows customers are often willing to pay more if the value is clear.
And don’t just look at conversion rates. Revenue is what matters. If fewer people convert but you earn more per sale, that can still be a win.
Your takeaway
Revenue growth doesn’t always require more customers. Smarter pricing can unlock what you’re already missing.
3. Tiered pricing outperformed flat-rate models in 57% of tests
Why this matters
Flat pricing seems simple, but it often underserves some customers and overprices others. When you introduce tiered pricing, you give people choices. That taps into psychology and value perception.
What you can do
Create three tiers: a basic, a popular, and a premium. Keep your most profitable or best-selling plan in the middle. People tend to anchor their decisions to the middle option.
Design each tier with a clear user in mind. Don’t just subtract features randomly. Instead, create tiers based on different levels of customer sophistication or business size.
Also, use naming to your advantage. Instead of Plan A, B, and C, go with names like “Startup,” “Growth,” and “Enterprise.” It signals who it’s for and sets expectations.
Your takeaway
More than half the time, tiered pricing helps you earn more by better serving your different customer types. It’s a win-win.
4. Anchoring a higher-priced plan first boosted mid-tier conversions in 72% of cases
Why this matters
People don’t choose in a vacuum. When the first plan they see is expensive, the second one suddenly feels like a deal. That’s the power of anchoring — a psychological principle you can use on your pricing page.
What you can do
Flip the order of your plans. Put your premium plan on the left, not the right. Let people see your most expensive offering first. It changes their expectations and makes the next option seem more affordable.
But don’t just show a higher price. Show more value. Your premium plan should feel loaded with features. That makes the middle plan look like it gives the best bang for the buck.
This approach also works well with value comparison charts. Highlight what’s missing in the lower tier — gently — and show the extra gains in the higher one.
Your takeaway
Anchoring is simple and powerful. Test plan order. Most of the time, it makes your mid-tier plan more attractive without changing anything else.
5. A/B tests that removed the free plan increased average revenue per user (ARPU) by 21%
Why this matters
Free plans attract users, but they can also cannibalize revenue. If most people never upgrade, your cost to support them grows. Removing the free tier pushes more people into paid plans.
What you can do
If your product currently offers a forever-free plan, run a test to see what happens if you limit that offer. You can also gate the free plan with usage limits, time restrictions, or require a credit card upfront.
Another option is converting your free plan into a trial. A 14-day or 30-day trial gives users time to explore but creates urgency to convert.
Make sure your onboarding and upgrade prompts are strong. You’ll need to nudge users to upgrade by showing them real value quickly.
Your takeaway
If your ARPU is low and your free users aren’t converting, it might be time to test a world without the free plan. It could lift your revenue.
6. Pay-per-user pricing outperformed pay-per-feature in 63% of enterprise-targeted tests
Why this matters
In the enterprise world, headcount is an easy metric. Companies understand “per user” pricing. It’s predictable, easy to calculate, and fits their mental model.
What you can do
If you sell to teams or large businesses, test a pay-per-user model. Show clear per-seat pricing and volume discounts. Enterprise buyers want transparency and predictability in billing.
Avoid overly complex feature gating. Big customers don’t want to guess what they’re getting. Instead, bundle core features and sell scale through users.
Also, align your pricing with usage patterns. If your product is collaborative, user-based pricing just feels natural.
Your takeaway
When selling to enterprises, clarity and scale matter. Per-user pricing often wins because it matches how buyers think and budget.
7. 78% of companies that highlighted annual savings saw higher annual plan adoption
Why this matters
Most customers choose the default. If your default focus is monthly pricing, that’s what they’ll go with. But when companies tested showcasing annual savings — like “Save 20% with annual billing” — more users switched. Annual plans mean better cash flow and lower churn.
What you can do
Make the annual savings impossible to miss. Don’t just put a small toggle between monthly and yearly. Instead, spell it out. Say “$20/month (billed annually as $240)” and then compare that to “$25/month (billed monthly).”
Emphasize the benefit of commitment. Show testimonials from long-term users or display the most popular choice badge on the annual option.
Some companies also tested making annual plans the default view — and it worked. Visitors saw the lower per-month cost first, which influenced decisions.
Your takeaway
If you want to lock in longer-term customers, don’t bury your annual plans. Put them front and center. Frame the savings clearly. People love deals — even when it means paying more upfront.
8. A/B testing just the pricing layout (not actual prices) improved conversions by 9% on average
Why this matters
Sometimes it’s not your price that’s the problem. It’s how it’s presented. Small design tweaks — such as spacing, font size, or button placement — can affect how users perceive and interact with your pricing page.
What you can do
Start with layout. Try vertical stacking versus side-by-side plans. Test moving your CTA button above the fold. Experiment with fonts, button colors, and spacing.
Also, try simplifying. Remove clutter. Use whitespace to create breathing room. People scan, not read, especially when making decisions.
Show price breakdowns clearly. Instead of $1,200/year, show $100/month billed annually. It helps people frame the value.
And test how you present the benefits of each plan. Bullet points can be powerful, but too many can be overwhelming. Choose only what matters most.
Your takeaway
Design is strategy. You don’t always need to change prices to improve results. Sometimes, changing how you show those prices is enough.
9. 26% of pricing A/B tests led to changes in LTV greater than 15%
Why this matters
Lifetime value (LTV) is a big metric. If your A/B tests are shifting it by double digits, that means pricing isn’t just about one-time sales. It’s about long-term growth.
What you can do
Track retention by plan. Does one pricing model lead to longer customer lifespans? Are people staying longer on annual plans than monthly ones? Are enterprise plans renewing more than small teams?
Test pricing tiers that encourage upgrades over time. Start with a low barrier to entry, then offer real reasons to move up. The more value they get, the longer they’ll stay.
Also, track what features cause churn. Removing unused features or bundling must-haves can change how long someone remains a customer.
Your takeaway
A/B tests don’t just change how much you make now. They also shape how long customers stay and what they’re worth over time. Test with LTV in mind.
10. Freemium-to-paid conversion increased by 13% when pricing pages were simplified
Why this matters
Too many choices confuse people. A cluttered pricing page can paralyze decisions. But when companies cleaned things up — fewer columns, clearer wording, simplified comparison — more freemium users converted to paid.
What you can do
Audit your pricing page. Is it clear who each plan is for? Are the feature differences obvious? Is there too much going on visually?
Simplify the copy. Use plain language. Instead of “Enterprise-grade real-time sync functionality,” say “Sync updates instantly.”
Limit the number of plans shown. Three is often enough. Too many options create doubt.
Also, try simplifying CTAs. Avoid multiple buttons that say different things. Keep one strong action: “Start Free Trial” or “Upgrade Now.”
Your takeaway
When people understand faster, they act faster. A clean page removes friction and boosts conversions, especially for freemium users ready to pay.
11. A/B testing psychological pricing (e.g., $49 vs. $50) increased conversion rates by 11% on average
Why this matters
That one-dollar difference matters more than you think. Psychological pricing — like using $49 instead of $50 — taps into how people perceive value. It’s subtle but powerful.
What you can do
Test prices that end in .99, .95, or .49. In many cases, these look cheaper even if the savings are tiny. People read left to right, so $49 feels closer to $40 than $50.
But context matters. For luxury products or enterprise tools, round numbers can sometimes build trust. $1,000 may feel more premium than $997.
Also, don’t overdo it. Too much “.99” pricing across your site can feel gimmicky. Use it where it counts — like at checkout or in the final price comparison.
Test it. Track not just conversion rate but also average revenue per user and perceived brand trust.
Your takeaway
Psychological pricing works, but it needs the right context. Use it wisely to nudge behavior, especially during checkout or plan comparison.
12. 35% of companies saw churn reduction after testing and implementing usage-based pricing
Why this matters
Flat pricing can frustrate light users and underserve heavy ones. Usage-based pricing makes people feel like they’re paying for what they use — nothing more, nothing less. And when companies tested it, churn often went down.
What you can do
Consider your product’s usage patterns. If customers vary widely in how much they use your tool, usage-based pricing could be a fit. Try charging by API calls, gigabytes, transactions, or any unit that scales with usage.
Use clear pricing calculators. Help customers estimate costs upfront to reduce fear.
Also, test hybrid models. Offer a base fee with usage add-ons. That gives you predictable revenue and usage flexibility.
And importantly, show real-time usage metrics in the product. That builds trust and helps customers feel in control.
Your takeaway
Usage-based pricing doesn’t just feel fair. It also aligns your revenue with customer success — and that reduces churn.
13. Testing the removal of “Contact Sales” led to a 17% decrease in enterprise leads
Why this matters
Some companies think removing friction boosts signups. But in the enterprise world, “Contact Sales” isn’t friction — it’s expected. When companies removed this option, they often lost qualified leads.
What you can do
Don’t assume self-serve is always best. Enterprise buyers want to talk to someone. They’re investing big money and need to trust you first.
If you sell to large businesses, keep your “Contact Sales” button. But test its placement and wording. “Schedule a Demo” or “Talk to a Specialist” may convert better.
Also, offer both self-serve and sales-led paths. Let small teams buy with a card, and big teams talk to a rep. You’ll maximize both paths.
Track who clicks “Contact Sales” and what happens next. Don’t just count clicks — look at deal size, conversion rate, and time to close.
Your takeaway
For big buyers, human connection is part of the process. Don’t remove it in the name of simplicity.
14. Companies that tested fewer than 3 pricing variants had a 50% lower success rate
Why this matters
If you only test one or two pricing changes, you’re limiting your chances of discovering what actually works. Many companies fail to see improvements not because pricing tests don’t work — but because they didn’t test enough options.
What you can do
Start with a wider set of ideas. Don’t just test a 10% price increase. Also test adding a higher-tier plan, changing plan names, adjusting features, and offering volume discounts. The more meaningful variations you test, the more likely you are to hit something that performs better.
Use multivariate testing when possible. It allows you to test combinations — like price + feature arrangement — and can reveal insights you’d miss otherwise.
Also, document each test thoroughly. What did you test, why did you test it, what did you learn? That knowledge compounds over time and helps you avoid repeating mistakes.
Your takeaway
Don’t stop at one or two pricing tests. The companies that test more, win more. Be strategic, but don’t be timid.
15. 69% of tests with price increase variants still saw neutral or positive conversion results
Why this matters
Raising prices is scary. Many founders assume it will drive users away. But in almost 7 out of 10 pricing increase tests, conversions didn’t drop. Some even improved — because price affects perception of value.
What you can do
Test small increases first — 10% to 20% above your current price. Monitor not just conversion rates, but revenue per visitor and churn.
When testing higher prices, pair the change with messaging that supports it. Highlight the value, show what’s new, or bundle more into the offer.
Also, test by segment. Some users (like enterprise buyers) are less price-sensitive. You may be underpricing for certain customer types.
If the test fails, that’s still a win. You now know your ceiling. And if it works, you’re making more per customer with no extra work.
Your takeaway
Don’t fear higher prices. With the right approach, you might earn more — and lose nothing in return.
16. Adding testimonials next to pricing increased conversion by 22% in 45% of tests
Why this matters
Pricing is a trust moment. Users are about to spend money, and they need reassurance. When companies added customer testimonials near pricing, nearly half saw noticeable conversion lifts.
What you can do
Place a short, specific testimonial under your pricing plans — especially near the CTA. Choose ones that mention results or benefits, not vague praise.
For example, “Switched to the Growth Plan and doubled our leads in 3 months” is better than “We love this tool.”
Include the customer’s name, company, and even photo if possible. Real faces build credibility.
Also, test video testimonials. They take more effort, but they often perform even better than text alone.
Your takeaway
Testimonials aren’t just for landing pages. Use them right where users decide to buy — and make it easy to say yes.
17. 58% of B2B companies found per-seat pricing more effective via A/B testing than flat team pricing
Why this matters
B2B buyers often think in terms of user licenses. Charging per seat makes it easier for them to match cost with usage, especially as teams scale.
What you can do
Test per-seat pricing with transparent breakdowns. For example, “$30/user/month” feels predictable. Companies can scale up or down as needed.
Compare it with your flat pricing. If your current plan charges $300 for 10 users, test the same at $30/user and see what performs better.
Offer tiered discounts — such as lower per-user pricing for teams over 50 people. This rewards growth while keeping cost predictable.
And test messaging. Many B2B customers associate per-user pricing with fairness. Highlight that they only pay for what they use.
Your takeaway
If you sell to businesses, they likely expect per-seat pricing. It feels familiar, fair, and scalable — and often outperforms flat team rates.
18. Adding a middle pricing tier increased total revenue in 61% of A/B tests
Why this matters
Too few options can limit choices. When companies tested adding a mid-tier plan, revenue increased more than half the time. The reason: it gives people a reasonable upgrade path and boosts perceived value.
What you can do
Design three plans — entry, growth, and premium. Make the middle plan the focus. Use visual emphasis, a “most popular” tag, or added bonuses.
Make sure the middle plan has a compelling mix of features. It shouldn’t feel like just a higher price — it should feel like the smarter value.
Also, test plan names and what they include. Entry-level users should feel like they’re missing out just enough to want more.
Finally, avoid overwhelming users. Three well-designed options usually outperform five messy ones.
Your takeaway
The middle plan often does the heavy lifting. Add one, position it well, and make it the obvious choice.
19. Only 14% of companies reverted back to original pricing after A/B tests
Why this matters
Most pricing changes stick — because they work. This stat shows that the fear of breaking something with pricing tests is often overblown. Companies usually move forward, not backward.
What you can do
Build confidence in your testing process. Use a proper A/B testing tool. Define your success metrics early: conversions, ARPU, churn, or retention.
Avoid gut-feeling decisions. Let the data tell you what to keep.
Also, don’t panic after a day or two of flat results. Many companies make the mistake of ending tests too soon. Run them long enough to reach meaningful sample sizes.
Document what you learn from each test. Even failed ones show you what not to do again.
Your takeaway
Most companies who test pricing never go back. Trust the process. Learn fast, test smart, and move forward.
20. Highlighting the most popular plan improved conversions by 27% in 64% of tests
Why this matters
People want social proof. If others are choosing a plan, it must be good. Adding a “most popular” label can reduce decision friction and increase trust.
What you can do
Test highlighting your middle plan with a simple tag — “Most Popular,” “Best Value,” or “Recommended.” Use a different background color or a border to make it stand out visually.
This tactic works especially well if the middle plan is already performing well. It reinforces behavior and gives hesitant users a clear direction.
But don’t label everything. If you mark two or three plans as “popular,” the effect disappears.
Also, test rotating the highlight if plan behavior changes. Stay honest — if a different plan becomes more popular, update the tag.
Your takeaway
Sometimes, users just want to know what others picked. Make the popular choice clear — it often boosts confidence and conversions.
21. A/B tests that adjusted trial length affected paid conversions in 48% of cases
Why this matters
The length of your trial can shape user behavior. Too short, and people don’t have enough time to see value. Too long, and urgency disappears. Nearly half the companies that tested different trial lengths saw a direct impact on paid conversions.
What you can do
Start by testing 7, 14, and 30-day trials. A shorter trial might push quicker decisions. A longer one might suit complex tools that need more onboarding. Don’t assume one size fits all.
Also, consider product type. For tools with immediate utility, like analytics or scheduling, shorter trials work well. For products with setup or learning curves, longer trials make sense.
Use email during trials. Onboarding emails, usage tips, and upgrade nudges guide users toward value. Don’t just give them time — guide them to experience success.
Finally, test trial extensions. Offer more time to active users or those close to converting.
Your takeaway
Trial length isn’t a guess — it’s a testable variable. Try different lengths and track which converts best. Optimize not just the time, but the experience within that time.
22. 53% of tests that used localization (currency/language) increased conversions in global markets
Why this matters
When people see their local language or currency, it builds comfort and trust. Over half the companies testing localization saw an increase in conversions — especially in non-English speaking or high-variance currency markets.
What you can do
Use IP-based geo detection to show prices in local currencies. Test side-by-side versions: USD vs. local currency — and see what gets better response.
Translate your pricing page into key languages. Even partial translation of just the pricing section can reduce bounce.
Watch out for currency psychology. For example, $99 might feel good in the U.S., but 99€ or 99,000 Yen can create very different reactions.
Also test local payment methods. Some users prefer PayPal, others want local gateways. Removing friction at checkout matters.
Your takeaway
If you’re global, act like it. Localize pricing and language for trust, clarity, and higher conversions — the results are often immediate.
23. 45% of companies saw higher revenue by bundling features based on persona testing
Why this matters
Generic pricing doesn’t speak to specific user needs. When companies grouped features around personas — like “Founder Plan” or “Team Plan” — they made pricing more relatable. Nearly half saw higher revenue as a result.
What you can do
Start by identifying your key user types. Are you selling to solo founders, marketers, developers, or agencies? Each group wants different things.
Bundle your features around those needs. A “Marketer Plan” might include analytics and integrations. A “Developer Plan” might highlight APIs and uptime guarantees.
Test naming, too. Use roles in your plan names — it makes it easier for users to self-select.
Also, make switching between bundles easy. As a customer grows or changes roles, make upgrades logical and smooth.
Your takeaway
Pricing isn’t one-size-fits-all. Talk directly to personas and group features they care about — it drives clarity and revenue.
24. Removing the word “starting at” from pricing plans improved transparency trust metrics in 39% of tests
Why this matters
Phrases like “starting at” can create skepticism. Users may feel misled when they see a low entry price but get upsold later. Nearly 40% of companies saw trust improve when they removed vague pricing language.
What you can do
Replace “starting at” with fixed plan pricing. Show full prices upfront. Even if it’s higher, transparency builds trust and confidence.
If you have add-ons or variable fees, be upfront. Provide a price range or a pricing calculator to estimate cost.
Also test your microcopy. Say “From $49” only if you clearly show what that gets. Avoid hidden fees or surprise pricing.
Trust matters more than ever — especially in SaaS, where recurring billing is involved. Being clear wins long-term loyalty.
Your takeaway
Clear beats clever. The more honest your pricing feels, the more people trust your brand — and trust increases conversions.
25. Value-based pricing messaging tested better than cost-based in 67% of B2B scenarios
Why this matters
Business buyers want outcomes, not savings. When companies framed pricing around results instead of cost structures, nearly 7 out of 10 saw better performance. Value sells, especially in B2B.
What you can do
Instead of saying “Save 20% with annual billing,” say “Grow revenue 30% faster with our Growth Plan.” Focus on benefits, not discounts.
Map pricing tiers to outcomes. “For teams scaling to $1M ARR” speaks louder than “Includes 5 integrations.”
Use customer stories to back up your claims. Show how real users got results — that justifies your price.
Also, test headline copy on your pricing page. Swap “Affordable plans for every team” with “Plans that scale your growth.” Track clicks, time on page, and conversions.
Your takeaway
B2B buyers justify cost with ROI. Price your product around the value it creates, and you’ll close more deals.
26. 31% of A/B tests that raised prices saw no drop in conversions but increased ARPU
Why this matters
A third of the time, raising prices didn’t hurt conversion rates. Instead, it lifted average revenue per user (ARPU). That’s a powerful signal: many customers are more price-tolerant than we think.
What you can do
Test price increases gradually. Raise by 10–15% and monitor conversion and churn. Many users will pay more — especially if value is clear.
Offer added features or better support to justify the new pricing. Even perceived value (like priority onboarding) can help justify a price bump.
Watch your ARPU over time. Are you gaining higher-paying customers or losing lower-value ones? Both might be fine — if the bottom line grows.
Avoid announcing price changes with apology. Be confident. Position it as an investment in better service or future growth.
Your takeaway
Don’t assume higher prices mean fewer customers. Test them. Many will stay — and you’ll earn more from each one.
27. 59% of companies testing feature gating in pricing saw upgrades from lower tiers increase
Why this matters
When features are gated properly — not too tight, not too open — users are nudged to upgrade. More than half the companies that tested feature placement saw users move up from cheaper plans.
What you can do
Identify your key premium features. Gate them at the right tier — not so low that free users never upgrade, but not so high that basic users feel blocked.
Use in-app upsell prompts. If a user tries a gated feature, show a message like “This feature is part of the Pro plan — upgrade to unlock.”
Also, show a comparison chart on your pricing page. Let users see what they’re missing and what they get by upgrading.
Test different bundles. Sometimes, moving one feature from middle to top tier is all it takes to push users into higher plans.
Your takeaway
Feature gating isn’t about withholding. It’s about guiding. Place features strategically to invite upgrades, not frustrate users.
28. Monthly vs. annual plan toggle A/B tests showed a 23% improvement in annual plan uptake
Why this matters
How you present billing options can influence commitment. When companies tested the order, style, or visibility of monthly versus annual plan toggles, nearly a quarter saw better results for annual billing — without changing any prices.
What you can do
Test making annual billing the default view. Even if monthly is available, most users will go with what they see first. Showing annual savings upfront nudges commitment.
Add visual emphasis. Highlight how much they save by switching to annual — “Save 20%,” “2 months free,” or “Best deal for growing teams.”
Also test placement. Some toggles get lost at the top of the page. Try placing the switcher above the CTA or closer to the plan pricing.
And be clear. “$20/month billed annually at $240” is more honest than “$20/month” with a surprise charge at checkout.
Your takeaway
Toggle design can change behavior. Guide users to annual billing by testing what they see first — it can lift your cash flow and reduce churn.
29. 42% of companies increased perceived value by simply renaming pricing tiers
Why this matters
Names carry weight. The way you label your pricing plans can influence how people perceive value, fit, and credibility. Nearly half the companies that changed tier names saw measurable improvements — even without changing price or features.
What you can do
Avoid generic names like Basic, Pro, and Premium. Try naming plans based on outcomes, audiences, or benefits. For example: “Launch,” “Scale,” and “Dominate.”
You can also use role-based names: “Founder,” “Team,” and “Enterprise.” It helps users self-select quickly.
Test tone. Fun and playful names might work for startups or creative tools. For enterprise products, clarity and professionalism may work better.
Make sure the plan names feel aspirational — but honest. Don’t call the entry plan “Ultimate” if it’s missing key features.
Also, test placement of names. If most people never see them due to layout, you miss the impact. Use bold headers and consistent language.
Your takeaway
Words matter. Sometimes, changing what you call a plan changes how users feel about it — and how likely they are to buy.
30. SaaS products using pricing page video explainer A/B tests saw a 15% conversion lift in 38% of tests
Why this matters
Videos bring your pricing to life. For some companies, showing how the product works — or what users get with each plan — lifted conversions significantly. In 38% of cases, just adding a video made a clear difference.
What you can do
Add a short (60–90 seconds) video above or next to your pricing table. Use it to explain the difference between plans, highlight popular features, and answer common objections.
Don’t overproduce. Authentic, clear, and concise videos work better than flashy animations. Speak directly to your user’s problem and show how each plan solves it.
Use captions. Many users watch on mute.
Also test thumbnails. A friendly face or play button can increase engagement.
Track video watch rates and impact on conversions. Even if not everyone watches, for those who do, it can drive clarity and confidence.
Your takeaway
Some users need a little more than bullet points. A well-placed explainer video can close the gap between interest and action.
Conclusion
Pricing is one of the most powerful growth levers in your business — and one of the most under-tested. The 30 stats in this article come from real A/B tests across hundreds of companies. They show that even small tweaks in layout, messaging, structure, or naming can lead to real revenue lifts.
