The pricing page where the answer was below the fold

The pricing page where the answer was below the fold

A mid-size B2B platform had a pricing page with a 71% bounce rate. The team blamed the prices themselves and drafted a discount plan.

Before touching price, they pulled the scroll-depth report. Only 22% of visitors ever scrolled to where the FAQ and 'what's included' lived. The objection-handling content existed — buyers just never saw it.

They moved the three most-asked questions above the fold and pulled the feature comparison up with them.

Bounce on /pricing fell from 71% to 54%, and demo requests from that page rose 28%. No discount needed — the prices were fine, the layout was hiding the reassurance.

Lesson: a high pricing bounce often isn't a price problem. Check what people actually scrolled past before you cut margin.