Pricing transparency on financial services offer pages

8. Jan. 2026

Three experiments that show how presenting options, surfacing prices, and using video can change which offer visitors choose and whether they choose at all.

  • WHO: Digital, growth & CRO teams
  • INDUSTRY: Business & Financial Services
  • IMPACTED PAGES: Offer page, quote page

Experiment 1: Repositioning tiers on the quote page

Hypothesis: If we reposition or highlight a tier (for example, platinum tier) on the quote page, then more users will select Platinum cover because visual prominence and nudges increase consideration of premium options.

Tier upsell testImage source: Optimizely

Results:

  • +5.4% Increase in platinum tier conversions
  • +5.1% Increase in product add-ons

Takeaways:

  1. Reordering tiers to place Platinum on the left increased overall conversion by +2.75%, with Platinum policies up +5.37%.
  2. Gains in Platinum came at the expense of Gold (-2.71%), while Silver remained stable (+0.73%).
  3. Add-on penetration also rose (+5.04% add-on, +2.16% instalment), suggesting higher premium tiers drive incremental product attachment.

Experiment 2: Displaying prices upfront on the options page

Hypothesis: If we display the prices for each cover level directly on the options page, then users will experience less friction in comparing choices because they won't need to click through multiple steps to see costs.

Pricing page testImage source: Optimizely

Results:

  • +1.7% Uplift in Revenue per Visitor
  • +£300k Incremental annual revenue

Takeaways:

  1. Adding upfront prices to cover options increased conversion rate by +0.9%, though significance was low (69%).
  2. Step progression to the options page improved by +0.55% with 100% significance, showing users engaged more with transparent pricing.
  3. Despite a -0.8% drop in average transaction value, overall revenue per visitor rose +1.7% due to higher conversions.

Experiment 3: Supplementing text copy with a video carousel

Hypothesis: If we supplement the existing text copy with carousel slides and short videos, we will increase breakdown cover conversion because users will better understand the product offering and its value.

video vs text copy testImage source: Optimizely

Results:

  • +4.5% Increase in Breakdown Cover Conversion Rate
  • -2% Decrease in exit rate

Takeaways:

  1. These findings suggest that the addition of video is a more effective way of encouraging users to add breakdown cover, possibly because it provides more clarity.
  2. However, compared to overlay video, the native inline format had a higher conversion rate, suggesting that a less intrusive video experience supports smoother user decision-making.

Prices upfront is a revenue decision

Most of them have never been tested. The Experiment Summary Agent translates your tier and pricing test results into clear findings — what to scale, what to retire, and what to test next.

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