Not often — but when it works it moves more than anything else. Price framing wins 13% of the time, mid-pack. When it lands the median winner moves +27.0%, among the larger effects in this data — price is the one thing on a page every visitor evaluates, so a change there reaches everyone.
Low frequency, high magnitude. Worth a slot if you have the traffic to read it, because the wins are worth more than wins elsewhere.
| Tests analysed | 100+ |
| Beat control | 13% |
| No measurable difference | 75% |
| Lost to control | 12% |
| Median lift when it won | +27% |
Typical winning range: +14.4% to +35.6% for the middle half of winners. Median traffic per variant was 1475 visitors. Most ran on homepages (49), product pages (38), pricing pages (9).
The number stays the same; the presentation changes. Per-day instead of per-month, annual instead of monthly, fee broken out instead of rolled in, anchor shown or hidden.
Adjacent categories, and how often they win: layout (19%), hero image (17%), styling (15%).
| page type | win rate | tests |
|---|---|---|
| homepages | 16% | 49 tests |
| product pages | 8% | 38 tests |
Only page types with at least 30 price framing tests appear here.
These are individual tests, not rules. Each ran on one site, with one audience, against one page we are not showing you. They are picked to be illustrative rather than sampled at random, and a change that won here can lose on your page for reasons none of this captures. Read them as prompts for what to test, not as findings to copy.
Price is the one element a visitor is guaranteed to evaluate. A change there reaches everyone who was going to decide, which is why the winners are large even though most attempts land flat.
| change type | win rate | tests |
|---|---|---|
| Layout | 19% | 351 |
| Hero image | 17% | 160 |
| Form | 16% | 81 |
| CTA colour | 16% | 32 |
| Styling | 15% | 1414 |
| Price framing (this page) | 13% | 117 |
| CTA copy | 12% | 315 |
| Body copy | 11% | 337 |
| Split URL | 11% | 1164 |
| Headline | 10% | 918 |
| Social proof | 9% | 196 |
No. Changing the actual amount is a pricing decision with revenue consequences beyond the test. These are presentation changes at a constant price.
Different questions. Framing is free to keep if it wins; a discount costs margin forever. Test framing first for that reason alone.
This is every Mida account that ran a readable test — in-house marketers, founders, product teams, and agencies working on client sites. Nothing here is filtered by who ran the experiment or how experienced they are.
Low win rates are normal in experimentation, including at the top end. Microsoft's experimentation team, reporting on its own platform, found that only about one third of ideas improve the metric they were designed to improve — and that roughly another third actively hurt it. That is a dedicated experimentation organisation with research, prioritisation and review behind every test.
A mixed population like this one runs below that. The gap is roughly what disciplined practice buys you: ideas grounded in research rather than opinion, one variable at a time, and tests built so the result can actually be read.
So treat these as a general base rate, not a target. If you would rather not close that gap the slow way, find a CRO agency in the United States, the United Kingdom, the Netherlands or Australia — or browse every region.
A win is a variant that beat its control on that test's primary goal with a statistically significant result. Tests that never got enough traffic to say anything either way are excluded. The methodology has the full detail, including what these numbers cannot tell you.
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