Interplay Learning had a pricing page that was not converting. The quantitative analytics told the team that something was wrong — high bounce rates, low time-on-page — but they could not explain why visitors were leaving without booking a demo. So the company ran an experiment. They hid the visible pricing entirely. Demo signups jumped from 6% to 17% — a 183% increase.

The case study, published by Lucky Orange, describes how Interplay Learning used dynamic heatmaps and session recordings to find the specific friction points on their highest-value pages. The pricing page, the demo signup page, and their educational content sections were all underperforming. Standard analytics could identify the symptom — visitors leaving — but session recordings revealed the cause. Visitors were scrolling to the pricing section, pausing, and then closing the tab. They saw a number, made a snap judgment about cost, and left before they understood what the product actually did.

Remove the number, and visitors stayed long enough to engage with the product story, read the feature descriptions, and request a demo. The demo is where the real sales conversation happens — where a salesperson can walk through ROI, customization, and the specific value proposition for that buyer's industry. The pricing page was short-circuiting that entire process by letting a decontextualized number do the talking.

This is not a universal tactic, and it would be a mistake to apply it without thinking. For commodity products with clear market comparisons — headphones, software subscriptions with well-known competitors, physical goods with obvious alternatives — visible pricing is essential. Buyers comparison-shop, and hiding the number feels evasive. It signals that you know your price will not survive scrutiny.

But for complex B2B products where the value proposition requires explanation, showing price too early can anchor a prospect on cost before they have understood the benefit. Interplay Learning sells workforce training software. The value is not in the price tag; it is in reduced training time, lower employee turnover, and measurable skill development. None of that is visible in a dollar figure on a webpage. Industry benchmarks from daydream's 2026 B2B SaaS data confirm this split: self-serve trial pages convert at 4% to 10%, while demo-request pages typically sit at 1.5% to 4%. Interplay's 17% post-change figure is an outlier — in the best possible sense.

Test the sequence, not just the content. Interplay did not change its pricing. It did not lower the cost, add a discount, or restructure the tiers. It changed when prospects encountered the price — after the sales conversation instead of before. That single variable, timing, drove a 183% improvement in the metric that mattered most.

Heatmaps reveal what bounce-rate data cannot. Bounce rate told Interplay something was wrong. Session recordings showed exactly what: visitors scrolling to the pricing section and leaving. The diagnosis was invisible in the aggregate numbers alone. If you are losing visitors and do not know why, watching actual user sessions is often faster than running another dashboard report.

Every page has one job. Make sure you know what it is. Interplay's pricing page was supposed to generate demo bookings. But visible pricing was filtering out prospects before the sales team could make the case for value. Once the team clarified the page's actual purpose — start conversations, not close deals — the design followed.

Sometimes the most effective sales decision is not what you add to a page. It is what you choose to leave off.