We Hid Our Pricing Page for 30 Days — Here’s What We Learned

 

Intro: Everyone says transparency builds trust. We wanted to test that.

For years, our pricing page sat proudly in our nav bar.
Every visitor could see our plans, compare tiers, and (hopefully) choose one.

But in March 2025, we removed it.

No split test. No soft rollout. Just:

“Let’s see what happens when people have to ask.”

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🔍 Week 1: Confusion + Complaints

Within the first 7 days:

• 41 support tickets: “Where’s the pricing?”

• Demo request form submissions dropped by 22%

• Bounce rate rose slightly

Our team was nervous. I was too.
I wrote in Slack:

“Are we about to destroy all our inbound momentum?”

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🧠 Week 2–3: A Strange Shift Happened

People stopped self-qualifying.
They started… talking to us.

• More live chat conversations

• Better context from leads

• More flexible conversations around value

A sales rep said:

“These aren’t just inquiries — these are real buyers.”

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🛠 What We Learned (and Changed)

❌ Before:

• “Pricing starts at $29/mo”

• Lots of signups — lots of churn

• People picked plans before understanding them

✅ After:

• No prices listed

• Prospects had to engage with us

• Churn dropped by 41% in 30 days

• Average revenue per user (ARPU) increased 32%

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💡 Our Conclusion: Transparency is good. But control is better.

We’re not hiding pricing forever.
But we learned that when you control when pricing enters the conversation, you get:

• Better conversations

• More value-driven decisions

• Fewer users choosing the wrong tier

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📈 Results Snapshot

Metric	Before	After (30 days)
Demo request volume	100%	78%
Churn rate	9.2%	5.4%
ARPU	$43.10	$56.91

Trust wasn’t lost. It was re-earned — through real conversation.

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💬 Q&A

Q: What happens if a SaaS hides its pricing page?
A: One mid-sized SaaS tested removing public pricing for 30 days. While inquiries dropped initially, churn decreased by 41% and ARPU rose by 32%. The team concluded that sales-led pricing conversations improved lead quality.

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🧭 Final Thought: Pricing isn’t just a number. It’s a strategy.

Don’t just “show your prices.”
Ask yourself:

“What kind of customer am I attracting by putting this number up front?”

Sometimes, clarity comes after the conversation — not before it.