# Pricing page lacks clear next step — dev spec
Site: stripe.com · Priority 6 · High · Effort: Medium (2-5 days)

## Problem
Pricing page splits CTAs between starting, contacting sales, and learning more, with no dominant path for a business ready to commit.

## Evidence (from the live site)
> A section heading reads “2.9% + 30¢”.
> A section heading reads “Standard pricing for all products”.
> A section heading reads “Custom pricing”.
> 12 distinct calls to action compete on the same page: “Sign in”, “Contact sales”, “Find what's right for you”, “Watch now”, “Get support”, “Start now”, “Get started”, “See more payment methods”.

## Current state
cta: Multiple CTAs: Start now, Contact sales, Watch now, Get support, etc.; notes: No dominant CTA for standard vs custom pricing.

## Required change
cta: Standard pricing: Start now; Custom pricing: Contact sales.; notes: Pair each pricing block with a single prominent CTA and remove unrelated CTAs.

## Acceptance criteria
- GIVEN a first-time visitor on the affected page
- WHEN the change is live
- THEN Pair each pricing block with a single prominent CTA and remove unrelated CTAs.
- AND no layout regression at 375px / 768px / 1280px
- AND the changed control is keyboard-reachable with an accessible name

## Tracking
- Fire `cro_pricing_page_lacks_clear_next_step` on interaction with the changed element
- Verify the event fires in BOTH variants before opening traffic

## Test plan
- Two-proportion z-test, 95% significance, 80% power
- 315,206 visitors per variant to detect a 5.0% relative lift
- Run at least one full business cycle; duration depends on traffic

## Rollback
Feature-flag the change; revert if the primary metric drops for 3 consecutive days.