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Convert pricing teardown

https://www.convert.com/pricing

Convert's pricing page is unusually transparent for a B2B testing tool, showing real dollar prices, a usage slider, and a massive feature-comparison table instead of hiding behind 'contact sales' for its core plans. The three-tier structure (Growth, Pro, Enterprise) is muddied by inconsistent 'Recommended' badges appearing on all three plans depending on context, and the usage-based value metric (Tested Users) combined with a slider makes price comparison across the funnel harder than a simple seat or flat-tier model.

Tier structure

Growth

$299/mo (annual) / $399/mo

Pro

$420/mo (annual) / $599/mo

Enterprise

Price on Request

Value metric

usage-based (monthly/annual Tested Users, adjustable via slider) layered with flat-rate feature tiers

How limits scale

Active Projects per Account 5 (Growth) → 30 (Pro) → Unlimited (Enterprise)
Active Experiences per Project 5 (Growth) → Unlimited (Pro) → Unlimited (Enterprise)
Active Goals per Project 30 (Growth) → 100 (Pro) → 200 (Enterprise)
Deploys per Account 10 (Growth) → 100 (Pro) → 300 (Enterprise)
Tested Users per year 1.2M (Growth) → 1.2M (Pro) → 12M (Enterprise)

Escalation logic

Growth and Pro are both usage-priced flat-rate plans at the same Tested Users volume but escalate via feature depth (multivariate/full-stack/SSO on Pro), while Enterprise removes the self-serve price entirely and adds custom contracts, unlimited projects, and dedicated support.

Psychological anchors

  • Recommended badge on multiple plans — All three cards (Enterprise, Pro, Growth) display a '⭐️ Recommended' badge in different contexts on the page, diluting the decoy effect rather than clearly steering to one plan.
  • Strikethrough pricing — Monthly list price is crossed out ($599, $399) next to the discounted annual monthly-equivalent price ($420, $299) with explicit percentage savings (-30%, -25%).
  • Annual/Monthly toggle with escalating discount — Toggle shows 'Up to 30% OFF' and different discount percentages per tier (30% Pro, 25% Growth), an unusual and transparent variable-discount structure.
  • Enterprise as high anchor — Enterprise sits at 10x the Tested Users volume with 'Price on Request', anchoring perceived value/scale above the visible-priced tiers.
  • Usage slider anchor — Slider defaults to lowest tested-user volume (100K/mo), letting users self-select and see price scale, reinforcing a 'pay for what you use' framing.
  • Free trial as low-friction entry — 15-day free trial with no credit card required is repeated on every tier's CTA, lowering the barrier to try before pricing commitment.

What this page is optimizing for

The page optimizes for self-serve conversion on Growth/Pro (visible prices, instant 'Start Free Trial' CTAs, no card required) while routing high-volume/custom needs to enterprise lead-gen via 'Contact Sales' — a hybrid model trying to capture both motions.

Red flags

  • The 'Recommended' badge appears on all three plans across different page states, undermining its intended decoy/steering effect.
  • Overuse pricing is buried in the comparison table ($699 per 250K for Pro/Enterprise vs $399 per 100K for Growth) rather than surfaced near the main pricing cards, which could surprise growing customers.
  • Tested Users as a value metric requires an explainer tooltip on nearly every mention, signaling it's not intuitive for buyers to self-assess pricing.
  • Pro and Growth share the identical Tested Users limit (1.2M/year) at very different prices, making the upgrade trigger (feature-based, not usage-based) less obvious from the pricing cards alone.
  • Massive, deeply nested feature-comparison table (100+ rows) creates significant cognitive load and may overwhelm rather than clarify differences.
  • Enterprise has no visible pricing anchor point (e.g., 'starting at'), leaving buyers to guess scale of investment before contacting sales.

Best-practices scorecard

What works · 5

  • Visible prices — Growth and Pro show exact monthly/annual prices; only Enterprise is quote-based, which is reasonable for custom deals.
  • Annual discount offered — Toggle offers up to 30% off with per-tier percentages and billed-annually totals shown explicitly.
  • FAQ or objection handling — Extensive FAQ section covers taxes, cancellation, overage, legacy plans, and enterprise scale questions.
  • Trust signals present — G2 reviews, response-time stats, tree-planting/climate commitments, and named customer quotes are all present.
  • Clear CTAs per tier — Each tier has a distinct CTA ('Start 15-Day Free Trial' or 'Contact Sales') with no-credit-card reassurance.

Half measures · 2

  • Value metric matches usage — Tested Users scales with traffic which is usage-aligned, but Growth and Pro share the same volume despite a $100-300/mo price gap driven by features, blending two pricing logics.
  • Tier differences are scannable — Top-level cards list key features per tier, but full differentiation requires digging into an extremely long comparison table.

What's missing · 1

  • Clear recommended tier — Recommended badges appear on all three plans in different views, so no single tier is clearly steered.