The brief
Sales heard the same five pricing questions on almost every call, and the pricing page answered none of them.
What I did
I listened to forty recorded calls, wrote down every pricing question and tested eight versions of the page with real customers before we shipped one.
Five plans cut to three, with plain names
The five most common questions answered on the page
A short comparison table instead of a long feature grid
What changed
Sales questions about pricing dropped by 32%, and first calls moved on to fit instead of cost.
What I’d do differently
I would publish the prices even sooner. We waited for a perfect page and lost a quarter of learning.
