I Rewrote My Pricing Page Four Times and Learned Nothing

Version one. Version two. Version three. Version four.

Each one felt better than the last. Each one converted about the same.

The changes I made were aesthetic. Different words, different layout, different order. The thing that actually mattered was the price itself, and I never touched it because I was scared of the answer.

I spent a month polishing a page and avoiding the one variable that would have told me something real.

What are you polishing right now to avoid changing the thing that actually matters?