Change how you structure and present your price offer

• WHO: Digital & CRO teams  
• INDUSTRY: Media & Entertainment  
• IMPACTED PAGES: Landing pages

Experiment 1: Improving landing page structure and messaging

Hypothesis: Improving the structure and messaging of the landing page can increase user engagement and conversion. Emphasizing clear value propositions, pricing, and relevant content previews will better guide users toward action. Visual clarity and concise headlines can reduce cognitive load and improve click behavior.

Results:

• +18.5% Click-through Rate  
• +2.69% Conversion Rate 

Takeaways: 

1. Optimized messaging and layout significantly improved performance — CTR increased from 8.29% to 18.50% andCR rose from 0.5% to 2.69%, demonstrating the power of clear, user-centric design. 

Experiment 2: "Better price" vs "Lower price" copy test

Hypothesis: Framing the offer as a "better price" rather than a "lower price" will create a more positive perception and increase renewal intent. The word "better" implies added value and benefit, while "lower" might suggest a discount due to reduced quality. This subtle language shift is expected to make the message more appealing.

Results:

• +22% Increase in Click-Through Rate  

Takeaways: 

1. Lower price performed better than a higher price. People's perception of what "better" is varies, and a lower price resonates better. 

Better price or lower price?

Landing pages reward precision. The changes that move numbers are rarely the ones teams expect. Learn more about landing page optimization