In April we replaced our pricing page with a single button: 'Talk to us.' We wanted to see what would happen if we forced every prospect into a conversation before quoting a number. What happened was instructive — and uncomfortable enough that we put the pricing page back four weeks later.
The hypothesis was simple. We had four tiers, each with a long bullet list, and we couldn't tell which features were actually decision-makers and which were noise. By forcing prospects to talk to a human, we'd hear the real questions and learn what the page should say.
What we learned in the dark
Demo bookings dropped by 38% in the first week. That was expected — friction is friction. What we didn't expect: of the people who did book, almost all of them asked the same three questions, in the same order. Submission limits. Team seats. Custom domain support. That was the pricing page, embedded in dialogue.
If every sales call starts with the same three questions, your pricing page should end them.
We rewrote the pricing page to lead with those three numbers in giant type. Tier name, monthly price, submission cap, seat count, domain feature. Five rows. No bullet list of feature checkmarks. The page is shorter than this paragraph.
What we cut
We cut the comparison table. We cut the FAQ accordion (we moved its three best questions inline into the hero). We cut the testimonial. We cut the 'compare to competitors' grid that no one read. The page now fits in a single viewport at desktop.
Demo bookings are back above the old baseline. Self-serve signups are up 22% week over week. Average sales-call length is down four minutes. The lesson wasn't 'remove your pricing page' — it was 'force yourself to find out which lines are doing the work.'