8
High
Pricing & Plans
Pricing ambiguity at selection
Promotional monthly prices are shown without upfront total or renewal rates, creating ambiguity and risk at plan selection.
scroll ↕ — this is the live page
⚠ Pricing ambiguity at selectionPromotional monthly prices are shown without upfront total or renewal rates, creating ambiguity and risk at the point of plan selection.
Fix
Evidence
Observed on the live site
✓ Flagged independently by 4 of 7 analysts
- Prices shown on the page: $11.99 $2.99/moChoose $143.52 $575.52 $10.99/mo $18.99
Business case
If this change wins
0.2 – 1.0
orders per 1,000 visitors
Medium
Effort — 2-5 days
Not A/B testable
At typical traffic
Detecting this needs about 315,206 visitors per variant. Ship it as a sequenced change and log the date instead.
Prioritisation
PXL score: 4 / 10
Assessed from the live page
| Question | Answer | Points |
|---|---|---|
| Is the change above the fold? | No | 0 |
| Is the change noticeable in under 5 seconds? | Yes | 2 |
| Does it add or remove an element? | Yes | 1 |
| Does it run on a high-traffic page? | Yes | 1 |
| Verified by direct technical measurement? | No | 0 |
Criteria that need your data
4 of these could not be answered from the live page. Session recordings, survey or support themes, and analytics access would raise the confidence of this ranking — they do not indicate a weaker finding.
| Question | Answer | Points |
|---|---|---|
| Discovered via user testing? | No | 0 |
| Discovered via qualitative feedback (survey, support)? | No | 0 |
| Supported by heatmaps or session recordings? | No | 0 |
| Found via digital analytics or real-user field data? | No | 0 |
Implementation
Hand this to your developer
- Surface
- Pricing & Plans — Pricing sections on homepage and /website-builder
- Problem
- Promotional monthly prices are shown without upfront total or renewal rates, creating ambiguity and risk at plan selection.
- Current state
- cta: Choose; notes: Pricing cards show $2.99/mo but total upfront cost ($143.52) and renewal ($10.99/mo) are not clearly displayed.
- Change
- cta: Choose; notes: Display total upfront cost and renewal rate next to promotional monthly price.
- Acceptance criteria
- GIVEN a first-time visitor on the affected page
WHEN the change is live
THEN Display total upfront cost and renewal rate next to promotional monthly price, with no regression at 375px and 1280px widths. - Tracking
- event: cro_pricing_ambiguity_at_selection on interaction with the changed element; verify it fires in BOTH variants before opening traffic.
- Success metric
- conversion rate on the affected step
- QA checklist
- Chrome / Safari / Firefox · 375px + 1280px · keyboard reachable · screen-reader name present · no CLS introduced
- Effort
- Medium — 2-5 days
- Test plan
- 315,206 visitors per variant (95% significance, 80% power); duration depends on traffic.
- Rollback
- Feature-flag the change; revert the flag if the primary metric drops for 3 consecutive days.