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

  • By Ali Abouelatta
  • n = 301
  • Published
  • Updated
  • 2 min read
  • pricing · paywall · monetization · experiments · mobile · saas
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Short 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. source[1]

The quotable stat
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.

Bar chart · Value

Value — How much, and where

One block is about 19.3%

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)

How much, and where

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

MetricValue
Annotations301 (14.3% of 2,160)
Distinct experiments260
Mobile / web split254 / 47
Avg impact (1–5)3.53
Share scored 4+/553.8% (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. source[3]

Observed patterns

From pricing experiments Lazyweb Research scored impact 5: source[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. source[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. source[5] The named examples are single observations; a price raise that scored high impact is not evidence it won revenue net of churn.

Real in-market screens

Screens from real, in-market apps, tracked by Lazyweb Research.

  • Remini All plans screen — real in-market example tracked by Lazyweb Research
    Remini1170 × 2532opens the full image
  • Trello login screen — real in-market example tracked by Lazyweb Research
    Trello1206 × 2622opens the full image
  • Ask Ai paywall screen — real in-market example tracked by Lazyweb Research
    Ask Ai1206 × 2622opens the full image
  • Prime Video paywall screen — real in-market example tracked by Lazyweb Research
    Prime Video1206 × 2622opens the full image

The numbers

#StatComputed from
[1]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
[2]Pricing (merged): 301 annotations, 260 experiments, avg impact 3.53, 162/301 scored 4+statpack area_PRICING + high_impact_share_by_area
[3]Pricing is 84% mobile (254/301)statpack area_PRICING + platform_area_split
[4]Pricing impact-5 examples: Dawn ($4.99→$7.99/wk), CapCut (price raise behind anchor), Dribbble (tiers→single price)statpack qualitative PRICING entries
[5]Impact is a model-assigned 1–5 relative score, not measured lift or elasticitystatpack 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

  1. [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.

    Back to text

  2. [2]

    Lazyweb Research analysis of 301 pricing annotations, July 2026

    162 of 301 scored 4+/5.

    Back to text

  3. [3]

    Lazyweb Research analysis of 2,160 area annotations, July 2026

    Pricing is 84% mobile — a paywall-native surface.

    Back to text

  4. [4]

    Lazyweb Research qualitative review of top-impact pricing experiments, July 2026

    Dawn, CapCut, Dribbble — single observations scored impact 5 by the model.

    Back to text

  5. [5]

    Lazyweb Research methodology note, July 2026

    Impact is a relative model score on before/after diffs, not measured lift.

    Back to text

Source: Lazyweb Research — proprietary analysis of real, in-market app screens. Cite as Lazyweb Research, 2026-07-07.

Explore the evidence

Keep reading

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