Welcome to Conversion Party. This week, we’ve got…

• 🕳️ CRO Deep Dive: Your pricing page might be killing conversions. Here’s what to fix before summer traffic ramps up.

• NEW HEATMAP UPDATE: The new experience is live

• 🗺️ Goings On: Not nothin’

• 🤟Community spotlight - Jackson Blackledge | google & youtube ads for dtc brands

🕳️ CRO Deep Dive
5 Pricing Page Fixes That Increase Conversion (and AOV)

Discover the strategies and tactics you need to optimize for more revenue in ecommerce. In this section we explore data-driven approaches, real world examples, and proven best practices to help you drive more sales and revenue.

Over the past few weeks we’ve talked about:

• Fixing PDP conversion leaks
• Increasing AOV with bundles
• Planning CRO for Q2

But there’s another page quietly deciding whether shoppers buy or bounce.

Your pricing page.

Small friction here creates hesitation at the exact moment customers are deciding whether the product is worth it.

Let’s break down the biggest mistakes we see.

1️⃣ Win #1: Your Pricing Isn’t Framed Around Value

The mistake

Many pricing pages show numbers first and value second.

But shoppers don’t evaluate price in isolation.
They evaluate price relative to perceived benefit.

If the value isn’t clear, the price feels expensive.

🛠 Fix it

Before showing pricing, reinforce:

• The core outcome customers want
• The main differentiator
• The transformation your product delivers

Price makes sense when value is clear.

2️⃣ Win #2: Your Plans Create Decision Overload

The mistake

Too many pricing tiers.

Too many features.

Too many comparisons.

Choice overload increases hesitation.

🛠 Fix it

Limit visible options to 2–3 clear plans.

Highlight the most popular option and simplify the comparison.

When the decision is easier, conversions increase.

3️⃣ Win #3: Your Best Offer Isn’t Anchored Properly

The mistake

Without a price anchor, shoppers can’t judge whether an offer is good.

So they default to hesitation.

🛠 Fix it

Use clear anchors:

• Original price vs current price
• Monthly vs annual savings
• Bundle value vs individual value

Anchoring frames the offer as smart buying, not spending.

4️⃣ Win #4: Your Pricing Page Doesn’t Reduce Risk

The mistake

Even if the price is fair, buyers hesitate if risk feels high.

Common missing elements:

• Guarantee clarity
• Refund reassurance
• Trial information
• Trust signals

🛠 Fix it

Surface reassurance close to the pricing decision:

• Money-back guarantee
• Return policy
• customer reviews
• usage proof

Confidence removes hesitation.

If you want to go deeper, quick pop-up surveys on pricing or checkout pages can reveal the exact objections customers have before purchasing.

5️⃣ Win #5: You’re Not Studying Where Pricing Hesitation Happens

The mistake

Most teams only look at conversion rate.

But pricing friction often shows up in behavior before the bounce.

Shoppers might:

• Scroll between plans repeatedly
• Click FAQs before buying
• Compare tiers multiple times

🛠 Fix it

Study behavioral signals:

• Which plans users hover on
• Where users pause before checkout
• Which paths lead to purchase

This reveals where pricing uncertainty lives.

Small adjustments here often create outsized revenue lifts.

With Heatmap features like journey analysis and behavioral tracking, you can see exactly which pricing paths convert, and where momentum breaks before checkout.

That’s it.

No hard selling. Just contextual relevance.

Bottom Line

Your pricing page isn’t just a list of numbers.

It’s where shoppers decide:

“Is this worth it?”

Fix the framing.
Simplify the choice.
Anchor the value.
Reduce the risk.

And pricing friction disappears.

🚀 Big Heatmap Update: The New Experience Is Live

This week we rolled out a major update to Heatmap designed to make it faster and easier to understand what your shoppers are doing, and what to improve next.

Here’s what’s new:

⚡ A faster, cleaner interface
A redesigned heatmap experience built for clarity and faster insights.

🧠 AI-powered performance summaries
Weekly and monthly reports that highlight revenue changes and recommend what to test next.

🧭 Journey Analysis
See how shoppers actually move through your site, and where they drop off before converting.

🏷 Custom Events
Track important buying signals like size guide clicks, bundle interactions, and more.

💬 Pop-Up Surveys
Ask customers questions during their shopping experience and uncover what almost stopped them from purchasing.

🤝 Built for teams

• Slack integration
• exportable analytics charts
• in-app notifications and support

The goal of this update is simple:

Less digging through data.
More clarity on what drives revenue.

🎥 Quick feature walkthroughs: Watch the new features in action

• New Heatmap UI experience

• Pop-Up Surveys

• Journey Analysis

• Custom Events

👉 Log in and explore the new experience

Want to See If Your Pricing Page Is Hurting or Helping Conversions?

Run your pricing page or top product page through the AI CRO Site Scanner and instantly uncover:

✔️ Confusing pricing structures
✔️ CTA friction
✔️ Messaging gaps
✔️ Revenue-impacting issues

Need Help Optimizing Your Pricing Before Summer Sales?

Book a free call with our CRO team.

We’ll review your pricing structure and identify the highest-impact conversion and AOV opportunities.

Bonus: 150-Point CRO Checklist

If revenue growth is part of your Q2 plan, this checklist ensures you’re not missing foundational wins.

👉 GET THE FREE CRO CHECKLIST HERE

Ready to uncover the hidden friction points on your site?

Get the behavioral data you need to make smarter, data-backed decisions.

Want to learn more about other success stories? 
📖 Read more about them here →

🗺️ GOINGS ON
Not Nothin’

Stay in the loop with our latest partner activations, from webinars and in-person meetups to fresh content collaborations. We’ll highlight upcoming events, share key takeaways from recent gatherings, and give you an inside look at what’s brewing in our network.

The Ultimate Shopify Customer Journey

Customers expect more than ever, and in 2025, CX is one of the biggest revenue levers for Shopify brands.

In this live episode, we’ll unpack how high-performing DTC teams are designing customer journeys that increase conversion, retention, and lifetime value, without slowing their teams down.

What you’ll walk away with:
→ Proven CX strategies that drive conversion
→ Journey mapping insights from real DTC operators
→ Tactics to align teams around CX goals
→ Practical ways to remove friction across the funnel

Stop reacting. Start designing experiences that scale.

Join us LIVE on March 12 at 2PM EST

 🤟 COMMUNITY LOVE

Our featured tweet of the week, where we share bite-sized insights or a quick tip that’s making waves in the world of e-commerce. Consider it your fast track to staying updated on what’s trending.