A quieter pricing page that asked for the demo at the right moment.

+18%

Demo requests

-12%

Pricing bounce

Runway pricing page issues flagged in Boostra

“We stopped arguing about button color and started shipping the objections Boostra put at the top of the list.”

Hannah ColeGrowth lead at Runway

Challenge

Runway’s pricing page did the hard job of explaining a technical product — and then asked for a demo before buyers felt oriented. Bounce was high for a page that already had intent from search and outbound.

Sales believed the offer was strong. Marketing believed the page was crowded. Neither team had a shared, page-level diagnosis.

Approach

Boostra highlighted hierarchy problems: the primary CTA competed with plan tables, and proof lived below the fold. The action plan was specific — what to promote, what to demote, and which claims needed a nearby source.

The team kept the same plans and prices. They moved social proof next to the ask, shortened plan jargon, and made “Talk to us” the only primary action above the comparison grid.

Results

Demo requests rose 18%, bounce on pricing fell 12%, and the page conversion score moved up 8 points in the weeks after the changes. Sales received the same volume of traffic with more complete context in the form.

These are Runway’s observed results on this page during their test window. Other pricing pages will differ.