Should you show every plan, or curate one default and hide the rest behind 'View all plans'?
The 'curate one plan, hide the rest' pattern is rare but tested: only 2% of the 301 pricing experiments (6 of 301) use a 'View all plans' collapse, and 18% (54) preselect a default plan more broadly [1]. In mobile plan pickers the tested version promotes one 'MOST POPULAR' plan as the default and pushes the full comparison behind a 'View all plans' link under the primary CTA — turning multi-way price shopping into a yes/no [1]. It's a niche move, not a default best practice.
Only 2% of 301 detected pricing experiments (6) use a 'View all plans' collapse, though 18% (54) preselect a default plan (July 2026).
The finding
The explicit 'View all plans' / 'Show all plans' collapse pattern is genuinely rare in the tested set — 6 of 301 experiments (2.0%) [1]. But the softer version of the same idea, preselecting a default plan, is far more common at 54 of 301 (17.9%) [1]:
| Pattern | Share | Count |
|---|---|---|
| Preselect a default plan | 17.9% | 54 / 301 |
| Collapse rest behind 'View all plans' | 2.0% | 6 / 301 |
So the common move is to *lead with* one plan; fully *hiding* the others is the aggressive edge case.
How the collapse is tested
The detected mobile version [1]: a subscription app moved to a highlighted 'MOST POPULAR' Yearly Plan ($39.99, $3.33/mo) plus a secondary 'Friends Plan' option, and added a 'View all plans' link under the primary Continue CTA. The inferred rationale: showing one dominant default and pushing the full set behind a link converts a multi-way price comparison into a simple yes/no on the recommended option. This pairs with the broader billing-cadence pattern — the promoted default is typically the annual/best-value plan, which 57% of pricing experiments touch and 18% preselect [1].
How to apply this
This is a mobile-paywall / single-decision pattern, not a general SaaS-web default. Test it when your audience is decision-fatigued and one plan clearly fits most users — promote that plan, label it, and offer 'View all plans' as an escape hatch rather than a full grid [1]. On a classic multi-tier web pricing page, the lighter and better-supported move is to preselect the default plan (18% of experiments) rather than hide the others outright [1]. Both are detected diffs with inferred rationale, so validate that collapsing the grid doesn't suppress higher-tier selection before you ship it.
The numbers
| Stat | Computed from |
|---|---|
| 2.0% (6/301) | pricing experiments using a 'view all plans'/'show all plans' collapse, keyword match over 301 annotations |
| 17.9% (54/301) | pricing experiments preselecting/pre-emphasizing a default plan, keyword match over 301 annotations |
| 57.1% (172/301) | pricing experiments referencing annual billing — the default plan promoted is usually annual/best-value |
Sources & citations
- [1] Lazyweb Research analysis of 301 pricing-area experiments (detected before/after UI diffs), July 2026. Collapse and preselect shares are ILIKE keyword matches over LLM-written before/after summaries — lower bounds counting mentions. The 'View all plans' example is a detected mobile diff with inferred rationale, not measured lift. ↩
Source: Lazyweb Research — proprietary analysis of real, in-market app screens. Cite as Lazyweb Research, 2026-07-07.