We removed our pricing page for one week and our sales increased.

The structure of our pricing page included three tiers, a comparison table consisting of fourteen rows, and a FAQ section underneath it where questions that nobody ever asked were answered. The conversion rate was 1.9% for five months.

Last month, I changed everything completely by reducing the number of tiers to one, changing the table into one paragraph, and putting there a sign-up button. This was supposed to be a temporary change, until I reconstructed the table. In this case, the conversion rate reached 3.4% and maintained at this level.

In my opinion, the table did not inform anybody. Instead, it made people think as if they needed to do their homework. A person who has landed on the pricing page knows that he is interested and the table gives him a reason to think about it.

I am rather cautious to generalize this experience to a certain extent because of one change in one small sample. It can happen that the name of the mid-tier was confusing and its removal solved the problem.

Has anyone ever conducted this test on a sufficiently large sample?