Pricing & monetization on Shopify Plus
The previous pricing page on this Shopify Plus store had been live for fourteen months and was converting below industry benchmarks. Average time on page was healthy, but primary CTA click-through had stalled around 6.8% — well below the 10–12% we expect for a B2B-leaning catalog targeting Canadian buyers.
Two friction points stood out in the heatmaps and session replays.
Pricing pages don’t fail because they’re wrong — they fail because they ask the visitor to do too much arithmetic.
We split the test into three sequential variants, each one keeping the previous winner.
After three weeks of staged rollouts, all three variants stacked into the production layout. The combined lift on the primary CTA was 38% — driven mostly by Variant B, which removed the choice paralysis of the comparison table, and Variant C, which eliminated the mental currency conversion for Toronto and Vancouver shoppers.
The biggest CRO wins almost always come from removing options, not adding them. We shipped less and earned more.
Checkout conversion: 7 friction points we fix first on every store