Instapage
A landing page builder for marketing teams that creates and optimizes post-click pages.
Instapage tested a simplified pricing page that cut details and highlighted key features to reduce cognitive load. It didn't win: the original converted at 3.67% versus 3.44% for the variant. Lesson: less detail is not automatically better, so test simplification before shipping. The gap is small and described only as slight, so confirm it is real before declaring a winner.
- Full pricing details shown
- Converted at 3.67%
- Removed unnecessary details
- Highlighted key features
- Converted at 3.44%
Original won by about 0.23 percentage points
From Instapage pricing page A/B test
What was said about Instapage
Instapage's simplified pricing page lost slightly to the original layout. Instapage tested a pricing page that removed unnecessary details and highlighted key features to cut cognitive load. The original converted at 3.67% against 3.44% for the simplified variant.
The gap is about 0.23 percentage points, and the write-up calls it a slight win for the original. A gap this small needs enough traffic to be trusted before acting on it. Treat a cleaner layout as a hypothesis to test, not a guaranteed improvement. The two results (3.44% to 3.67%) can serve as a rough reference for a B2B software pricing page, not a target.
Version A and version B as Instapage tested them.
Simplified pricing page layout: Instapage's A/B test
Tested a simplified pricing page that removed unnecessary details and highlighted key features to cut cognitive load. The original layout still won slightly, converting at 3.67% against 3.44% for the variant.
Instapage's simplified pricing page lost slightly to the original layout. Instapage tested a pricing page that removed unnecessary details and highlighted key features to cut cognitive load. The original converted at 3.67% against 3.44% for the simplified variant.
The gap is about 0.23 percentage points, and the write-up calls it a slight win for the original. A gap this small needs enough traffic to be trusted before acting on it. Treat a cleaner layout as a hypothesis to test, not a guaranteed improvement. The two results (3.44% to 3.67%) can serve as a rough reference for a B2B software pricing page, not a target.
Version A and version B as Instapage tested them.
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