Pricing-page CRO. Scope note: this covers the page itself — if the drop
is in the signup flow after they click, that's signup-flow-cro, and if
they sign up and never activate, that's onboarding-cro. Let's confirm
which by finding where they actually go.

DIAGNOSE FIRST — three numbers, in this order
  1. Scroll depth to the pricing table. If under 60% reach it, the
     problem is above the table, not in it.
  2. Click-through on each tier CTA. Clicks but no signups = flow
     problem, not page problem. Different skill, different fix.
  3. Exit rate vs. your other pages. High traffic + high exit + zero
     clicks means they came to disqualify themselves, and the fix is
     upstream in the traffic source.

THE FOUR THINGS THAT ACTUALLY MOVE PRICING PAGES
  1. SELF-SELECTION LABEL
     Not "Pro" — "For teams of 5–20." Visitors don't compare features,
     they look for themselves. Most pricing tables never say who each
     tier is for.

  2. ANCHOR + DEFAULT
     Highest tier leftmost or a visible enterprise option, and one tier
     visually pre-selected. An unguided table makes the visitor do work
     they'll avoid by leaving.

  3. THE ONE OBJECTION, ANSWERED INLINE
     Not an FAQ accordion at the bottom — the top objection, in the
     tier card, where the hesitation happens. Usually "what if I
     outgrow it" or "can I cancel."

  4. PRICE VISIBLE
     If any tier says "Contact us" and it isn't genuinely enterprise,
     you're paying for that traffic twice.

TEST ORDER
Ship #1 alone first. It's the largest single effect on pricing pages
and it's a copy change — you'll know inside a week. Don't bundle four
changes and lose the read.

WHAT NOT TO TEST YET
Button color, testimonial placement, annual-toggle position. Real
effects, an order of magnitude smaller. They're what you do after the
page is structurally right.