Whitepages Pricing Page Experimentation Results

This document is a case study detailing the experimentation conducted by the Whitepages marketing team to enhance their pricing page with the objective of increasing conversion rates and boosting memberships for their monthly plan. The team implemented a new layout that prominently displayed all three subscription plans side by side, utilizing expanded vertical menus for clarity. Additionally, dynamic toggles were introduced at the top of the page to facilitate comparisons between monthly and annual pricing. The results demonstrated a significant improvement, with a 23% increase in conversion rates and a 31% increase in monthly membership plans after just one week. The case study also outlines the benefits of feature experimentation, which allowed the marketing team to make rapid adjustments and target specific audiences without depending on engineering resources. The document concludes with plans for continued use of server-side experimentation to further optimize pricing pages and drive conversions.