Highlighting monthly pricing: Unacademy's A/B test

The bottom line

Showing the monthly price instead of the full course price raised click-through rate by 13.5% on Unacademy's pricing page. Framing cost per month helps learners see the value of an offering, so more of them click.

Key takeaways

• Highlighting the monthly price beat showing the full course price. It produced a clear lift in click-through rate.
  • The result was 13.5% more click-through, reported at 100% significance.
• Unacademy changed only how the price was framed on the pricing page. The test isolated one presentation choice.
  • The change moved from the full course price to a per month price.
• The idea behind the test was that a smaller monthly figure is easier to judge. Learners would understand the value better.

The test

Unacademy changed its pricing page screen to lead with the monthly price instead of the full course price.

• The hypothesis was that monthly costs make the offering's value clearer.
  • The aim was to see if this would improve user comprehension and engagement.
  • The test sat in the paywall and free trial category.

The result

The monthly price variant increased click-through rate by 13.5%.

• The lift was reported at 100% significance.
  • The metric measured was click-through rate on the pricing page.
  • The test was first written up on Unacademy's tech blog in a post on A/B experiments.