Case Study: Whitepages achieves 23% conversion lift and 31% more monthly memberships with AB Tasty

Whitepages Boosts Subscriptions with AB Tasty’s Feature Experimentation

WhitePages, a long-standing provider of people-search and identity services, wanted to increase conversion rates and grow monthly memberships by making it easier for visitors to compare pricing plans. To achieve this, they partnered with AB Tasty and its feature experimentation capabilities to redesign the subscription pricing page and run targeted tests without heavy engineering involvement.

AB Tasty implemented a server-side experiment that displayed all three plans prominently as expanded vertical menus, added dynamic monthly/annual toggles, and moved to a larger payment tab beneath the plans so users could compare options more easily. The test delivered clear results: a 23% lift in conversion rate and a 31% increase in monthly memberships within one week, while giving the WhitePages marketing team faster workflows, greater autonomy, and the ability to target and control experiments.

WhitePages