Should You Put Pricing on Your Landing Page?

We Ran the Test..

It’s one of the oldest debates in SaaS:

To price or not to price.

On one side, you’ve got the “hide the number” crowd: keep it mysterious, force a convo, let sales work their magic.

On the other side? The “just show the damn price” camp: let buyers self-qualify and stop wasting everyone’s time.

So we ran the test. Real traffic. Real leads. Real pipeline impact.

Here’s what happened.

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The Hypothesis

Buyers who see pricing upfront will self-qualify.

That means fewer tire-kickers clogging up your funnel and more real-deal prospects getting to sales faster.

Of course, that also means fewer leads—and potentially more “Why are MQLs down 12%?” Slack messages from panicked marketing teams. 😅

So we wanted data, not guesses.

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The Test Setup

Variant A (Control):

• Standard demo request page

• No pricing anywhere

• Classic “Talk to Sales” vibes

Variant B (Test):

• Same exact page layout

• But we added a full pricing table next to the form

• Transparent tiers, no surprises, no gates

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The Results

• Leads dropped by 8.7%

• BUT lead-to-opportunity conversion jumped by 21.4%

• Average deal size? Flat. No change.

• Net pipeline impact? Statistically flat (within ±3% margin of error)

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So What Does This Actually Mean?

Less volume. Higher quality.

Pricing acted like a magnet for serious buyers… and a repellent for browsers, researchers, and folks who “just wanted to see the product.”

Those who filled out the form knew what they were getting into.

They weren’t asking “how much does it cost?”

They were asking “how soon can we get started?”

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The Takeaway

Putting pricing on your landing page did reduce lead count but it boosted lead quality so significantly that the overall pipeline didn’t take a hit.

Here’s the real kicker: your sales team isn’t going to complain about chasing fewer, better-qualified deals.

They’ll close faster, have better convos, and stop wasting cycles on people who were never going to buy in the first place.

So if you’re tired of leads ghosting after the first call or hitting you with “Oh wow, that’s more than I expected…”

Try leading with pricing.

It’s not about showing off the lowest price, it’s about building trust.

Transparency wins.

Every time.

Thanks for reading,

Adam