Why our pricing page shows numbers (and how it started)
The meeting where we killed the 'Let's Talk' button, and the six months of data that proved it worked.
Daniel Oyelaran
Co-founder, Prism
We launched Prism's pricing page with a 'Book a demo to see pricing' button. Every other gym-management vendor does it. Our investors told us to. Our first commercial hire — an ex-MindBody AE — very politely told us we were wrong to not do it.
Six months in, we turned it off. Here's what happened.
What the gate was costing us
We tracked the demo funnel obsessively. Of every 100 visitors, 4 would click through to the demo form. Of those, 1.1 would actually book a demo. Of those, 38% would show up — meaning we were converting 100 visitors to 0.42 demos. And we never knew what the other 99.58 thought the price should have been.
More damningly, our own CS team was telling us that roughly 40% of people who booked the demo dropped off as soon as they saw a number. The gate wasn't converting customers — it was discovering price mismatches at the worst possible time, three weeks into a sales cycle.
What changed when we published
Demo bookings dropped 22%. Demo-to-close rate rose 64%. Net new bookings after attribution were up 18%. Revenue per demo was up 41% because the people showing up had self-qualified on price.
The softer wins were bigger. Support tickets that started with 'what does it cost?' dropped to zero. Our competitive win rate against MindBody and Glofox jumped from 34% to 51% — and the feedback from won deals consistently mentioned the pricing page as a signal of trust, not just price.
What we learned
Transparent pricing only works when the product is worth what's published. We spent the six months of the gate making sure it was — improving the onboarding flow, sharpening the differentiation, and most critically, working out which tier actually suited which operator. Publishing numbers forces that clarity.
“The pricing page was the first thing that made me think these people were serious about a different way of selling.”
We have no plans to go back to a gated page.