Reducing a six-plan grid to three
Hypothesis
Six plans presented at once raises the cost of deciding enough that some visitors defer entirely. Three will convert better.
PRICING PAGE
- Effect
- -2.8%
- 95% CI
- -5.1% … -0.5%
- Sample
- 11,200
- Duration
- 18 days
- Confidence
- moderate
A negative result, and a useful one.
Collapsing the grid did reduce time-to-decision. It also removed the two plans that the highest-value segment self-selected into, and those visitors did not reliably move up to the nearest remaining plan — they left.
Choice overload is real, but it is a claim about the cost of comparing, not a blanket argument for fewer options. Where the options map onto genuinely different buyers, removing them removes buyers. The variant was killed at the first pre-registered check.
Published August 27, 2026. Anonymized. Sector and surface are retained; the client is not.