We A/B tested our pricing page headline. The loser was better for revenue.

We tested two headlines on the pricing page over 30 days and 22,000 visitors.

Headline A: "Simple, transparent pricing"
Headline B: "Pay only for what you use"

Headline A won on click-through to signup: 14.2% vs 11.8%. We shipped A.

Three months later we looked at revenue per visitor, not signups. Headline B had produced 22% higher revenue per visitor. It attracted fewer people, but the ones it attracted chose higher tiers and churned less.

We had optimized the top of the funnel and never checked the bottom. The metric we celebrated was not the metric that mattered.

What is your most-watched conversion metric, and have you checked what happens after it?