# Should you show every plan, or curate one default and hide the rest behind 'View all plans'?

Source: Lazyweb Research
Published: 2026-07-07
Sample size: n=301
Tags: pricing, monetization, experiments, paywall, mobile, ux-patterns
HTML: https://www.lazyweb.com/research/curate-default-plan-hide-rest-view-all-plans
Markdown: https://www.lazyweb.com/research/curate-default-plan-hide-rest-view-all-plans.md

**Answer.** 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 |

## Methodology

Universe: 301 detected pricing-area experiments, Lazyweb Research, July 2026. Collapse and preselect shares are keyword lower bounds; the named example is a detected before/after diff with inferred rationale, not measured lift.

## 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.

## Related questions

- [Monthly vs annual: how do pricing pages present the billing toggle?](https://www.lazyweb.com/research/monthly-vs-annual-billing-toggle-pricing)
- [What pricing-page experiments have SaaS companies actually run?](https://www.lazyweb.com/research/what-pricing-page-experiments-companies-run)
- [What % of pricing pages highlight a 'Most popular' plan, and which column gets it?](https://www.lazyweb.com/research/most-popular-badge-prevalence-pricing-pages)