# What Are Companies A/B Testing on Pricing Right Now?

Source: Lazyweb Research
Published: 2026-07-07
Sample size: n=301
Tags: pricing, paywall, monetization, experiments, mobile, saas
HTML: https://www.lazyweb.com/research/what-are-companies-ab-testing-on-pricing
Markdown: https://www.lazyweb.com/research/what-are-companies-ab-testing-on-pricing.md

**Answer.** Pricing is a top-three test area: 301 of 2,160 annotations (14.3%) across 260 experiments Lazyweb Research observed by July 2026, with an average model impact of 3.53/5 — second only to offer among high-volume areas. It is 84% mobile (254 of 301 annotations). Just over half (53.8%) of pricing tests are scored 4+/5. The cleanest observed experiments change only the number while holding layout and anchors constant. [1]

> Pricing is tested in 301 of 2,160 annotations (14.3%) at 3.53/5 average impact, 84% of it on mobile paywalls — Lazyweb Research, July 2026.

## How much, and where

Pricing testing at a glance (PRICING merged with PRICING TABLE): [2]

| Metric | Value |
|---|---|
| Annotations | 301 (14.3% of 2,160) |
| Distinct experiments | 260 |
| Mobile / web split | 254 / 47 |
| Avg impact (1–5) | 3.53 |
| Share scored 4+/5 | 53.8% (162/301) |

Like offer, pricing is a mostly-mobile paywall surface (84% mobile), so most of this iteration happens on in-app subscription screens rather than web pricing pages. [3]

## Observed patterns

From pricing experiments Lazyweb Research scored impact 5: [4]

- **Change only the price point.** Dawn raised its weekly price from $4.99 to $7.99 with layout and CTA unchanged — a clean price-elasticity read, because users attribute the decision to cost, not new persuasion.
- **Raise prices behind the same anchor.** CapCut lifted discounted prices ($7.99→$9.99 monthly, $74.99→$89.99 yearly) while keeping the same strikethrough MSRP and urgency badge — a price test disguised as the same deal.
- **Collapse the tier menu.** Dribbble replaced a three-tier comparison (Lite $4 / Standard $8 / Plus $99) with a single '$8/mo' headline and one CTA, removing the cheap-tier escape hatch and the plan-evaluation step.

The pattern: isolate the number (or remove the menu) so the test reads cleanly. [4]

## How to apply it and caveats

To get an interpretable pricing result, change one thing: the price point, or the number of tiers — and keep anchors, layout, and CTA fixed, as Dawn and CapCut did. Holding a crossed-out MSRP constant lets users keep anchoring on it while you move the real price. Caveat: impact is a model-assigned 1–5 relative score on observed diffs, not measured lift or elasticity. [5] The named examples are single observations; a price raise that scored high impact is not evidence it won revenue net of churn.

## The numbers

| Stat | Computed from |
| --- | --- |
| Pricing 301 annotations (14.3%), 260 experiments, avg impact 3.53, 254 mobile / 47 web, 53.8% scored 4+ | statpack area_PRICING + high_impact_share_by_area |
| Pricing (merged): 301 annotations, 260 experiments, avg impact 3.53, 162/301 scored 4+ | statpack area_PRICING + high_impact_share_by_area |
| Pricing is 84% mobile (254/301) | statpack area_PRICING + platform_area_split |
| Pricing impact-5 examples: Dawn ($4.99→$7.99/wk), CapCut (price raise behind anchor), Dribbble (tiers→single price) | statpack qualitative PRICING entries |
| Impact is a model-assigned 1–5 relative score, not measured lift or elasticity | statpack methodology note |

## Methodology

Universe: 301 pricing annotations (PRICING + PRICING TABLE merged) across 260 detected experiments (subset of 2,160), July 2026, LLM-labelled and impact-scored from paired screenshots. Named companies are single observations; impact is relative signal, not measured elasticity.

## Sources & citations

- [1] Lazyweb Research analysis of 301 pricing annotations (260 experiments) within 2,160 total, July 2026. PRICING merged with PRICING TABLE; 254 mobile / 47 web; avg impact 3.53.
- [2] Lazyweb Research analysis of 301 pricing annotations, July 2026. 162 of 301 scored 4+/5.
- [3] Lazyweb Research analysis of 2,160 area annotations, July 2026. Pricing is 84% mobile — a paywall-native surface.
- [4] Lazyweb Research qualitative review of top-impact pricing experiments, July 2026. Dawn, CapCut, Dribbble — single observations scored impact 5 by the model.
- [5] Lazyweb Research methodology note, July 2026. Impact is a relative model score on before/after diffs, not measured lift.

## Related questions

- [What Are Companies A/B Testing on the Offer (Discounts and Trials)?](https://www.lazyweb.com/research/what-are-companies-ab-testing-on-the-offer)
- [Which Experiment Areas Look Highest-Impact in Detected A/B Tests?](https://www.lazyweb.com/research/which-page-areas-look-highest-impact-in-detected-tests)
- [What Pricing and Offer Experiments Are Graphics and Design Apps Running?](https://www.lazyweb.com/research/what-pricing-experiments-are-graphics-design-apps-running)
- [What Are Companies A/B Testing on Value Props and Feature Lists?](https://www.lazyweb.com/research/what-are-companies-ab-testing-on-value-props)