Pricing test: dental plan, USA
Which monthly premium keeps sign-up intent stable and brings the highest premium volume?
Decision
Pricing
Industry
Insurance
Market
USA
Channel
Google Search
Field days
14
LP visitors
2,758
US
en
Key findings
$24.99 holds demand (4.13% vs 4.39%), $29.99 halves it to 1.88%.
Sample report
Pricing test: dental plan, USA
Research question 1
Where does sign-up intent tip over between $19.99, $24.99 and $29.99?
Sign-up intent tips over between $24.99 and $29.99; at $29.99 it is 54% below $24.99.
Research question 2
Does the step from $19.99 to $24.99 cost sign-up intent?
The step to $24.99 costs no measurable demand; at equal demand the premium per policy is 25% higher.
Research question 3
Which premium brings the most annual premium volume per 1,000 visitors?
In premium volume, $19.99 and $24.99 are level, $29.99 tends to fall behind.
Test design
3 variants, one variable.
Only the monthly premium in ad and page changes; plan, page structure, visuals, MVP brand Molara, keywords, bids and budget are identical in all arms.
Variant
Setup
Variant A | $19.99 ; Variant B | $24.99 ; Variant C | $29.99
Three variants, each on its own offer page
Metrics
From ad impression to confirmation.
The test is single-stage. CTA I is sign-up intent: the click with which visitors show interest in the offer. Email and double opt-in follow after the notice that the offer is not yet available.
Field days
14
LP visitors
2,758
Ad spend
$15,406
Channel
Google Search
| $19.99 | $24.99 | $29.99 ; Impressions | 19,843 | 20,750 | 22,477 ; Clicks | 1,012 | 996 | 989 ; CTR | 5.10% | 4.80% | 4.40% ; CPC | $5.05 | $5.15 | $5.22 ; LP visitors | 934 | 921 | 903 ; CTA I · Sign-up intent | 41 · 4.39% | 38 · 4.13% | 17 · 1.88% ; Email | 13 · 1.39% | 12 · 1.30% | 6 · 0.66% ; Double opt-in | 8 · 0.86% | 8 · 0.87% | 4 · 0.44% ; Cost per sign-up intent | $124.75 | $135.08 | $303.40
Context
What the data also shows.
Audience
Market potential
Customer journey
How visitors experienced the test.
Nothing is sold. What is measured is how many visitors choose the offer.
Step 1
Ad
The ad appears in a familiar setting, in search or in the feed.
Step 2
Offer page
Visitors see an offer page in a familiar online setting and can show their interest there.
Step 3
Notice
After the click, visitors learn that the offer is not yet available.
Step 4
Anyone who wants to be informed leaves their email voluntarily.
Step 5
Confirmation
The sign-up is confirmed by double opt-in.
Full report · PDF in English
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