And it’s not just the pricing page. It’s any particular page or pages you’re targeting on your website.
Back in 2022, we wrote an article about how on average, 88% of your most likely website buyers won’t go to the pricing page. This was averaged across our clients at the time.
Since then, the marketing and sales world has continued to rely page views—especially the pricing page—as the golden indicator of buying intent. If a visitor lands on your pricing page, the logic goes, they must be ready to buy, right? It’s been the core assumption behind everything from remarketing ads to chat windows, pop-ups, and outbound sales prioritization.
This is what we call the “Pricing Page Trap”.
But here’s the truth: your page-based tactics are missing up to 90% of buyers across your website, and we have new numbers from our case study with RealVNC to prove it.
The Real Problem: Buyers Are On Every Page
Let’s take a look at RealVNC, a leading remote access software company, where Justin Wagg, VP of Marketing, dug into the numbers and uncovered a startling reality:
- When RealVNC added Lift AI’s real-time Website Buyer Intent scoring to their website, they could clearly see the spread of “high intent” visitors across the entire website based on the micro behaviors of each individual visitor
- They found that only 9.7% of their total high-intent traffic (visitors who were likely to convert) ever made it to their pricing page.
- That means they were missing just over 90% of their buyers who were on other pages of the website.
- Meanwhile, 94.1% of the visitors on the pricing page actually had lower intent—meaning they had little to no likelihood of converting.
- Which means that sales teams were wasting their efforts on the majority of visitors on that page.
Let that sink in for a second. For every 100 high-intent buyers that visited their website, 90 never even looked at the pricing page.
But even worse, of the people who did visit the pricing page, 19 out of 20 were not high intent buyers.
That’s because visitors on your pricing page could be tire-kickers, support-seekers, competitors, research entities, bots, existing staff members, or any other type of intent other than buying.
That’s a massive disconnect.
Marketers have been pouring resources into retargeting and sales efforts based on who visits the pricing page, but as RealVNC’s results show, they’ve been marketing to the wrong people and missing out on 90% of their real buyers.
The Missed Revenue Opportunity
For a marketer like Justin, the implications are huge:
“As a marketer, I hear that and think, gosh, we’re missing most of our potential revenue because we’re just not getting that high-intent traffic to convert,” he explained, “and we are wasting most of our sales resources by prioritizing follow-up because someone is on the pricing page”
This isn’t just a problem for RealVNC. It’s a challenge for any company relying on pricing page visits or any other page-based tactic as the primary signal of buyer intent. By sticking to outdated, page-based metrics, businesses are ignoring the vast majority of their potential revenue and wasting time and effort on the wrong visitors.
The question is, why are marketers still stuck in this pricing page trap?
Because until recently, there was no better way to gauge buyer intent on your website.
Marketing and sales teams have traditionally relied on simplistic signals like page views, content downloads, and form fills to target leads, assuming these interactions were clear indicators of intent. But as RealVNC discovered, those assumptions are not just flawed—they’re actively costing you money.
The Only Solution: AI-Powered Buyer Detection Across Your Entire Website
Breaking free from the pricing page trap requires a new approach—one that doesn’t rely on oversimplified triggers, but instead analyzes real-time, in-the-moment micro behaviors of website visitors to understand true buyer intent, regardless of where they are on your website.
This is where Lift AI comes in.
Lift AI uses a machine learning model, pre-trained on billions of profiled web visitors and hundreds of millions of real sales transactions, to detect the intent of visitors with pinpoint accuracy.
By analyzing hundreds of micro-behaviors in real time, Lift AI scores visitors based on their likelihood to purchase, no matter where they are on your site—whether they’re on the pricing page, product pages, landing pages, or any other page.
For RealVNC, this was a game changer. Instead of wasting effort chasing low-intent visitors on their pricing page, Justin and his team could now focus on the real buyers scattered across their entire site. By integrating Lift AI into their marketing and sales stack, they transformed their approach—and their results.
The Results - Transformative Across the Tech Stack
Here’s how RealVNC used Lift AI to turn their website into a high-performance sales engine across the entire website, and across their entire tech stack:
- 13% overall increase in online revenue across all tools and tactics within the first 60 days of implementation
- 71% increase in real-time chat conversions
- 94% higher pop-up click-through rates
- Up to 10% increase in revenue from the e-commerce portion of their website through content personalizations
- 67% decrease in cost per lead/acquisition for remarketing compared to total ad spend
- 200% increase in remarketing lead volume from the same spend
- 2.16x increase in sales team efficiency when high intent leads were followed up by the sales team within minutes of them leaving the website.
The Bottom Line: Your Pricing Page Is Costing You
If you’re still treating the pricing page (or any other simplistic signal) as your primary indicator of intent, you’re leaving results on the table. The real buyers are scattered across your site—and with Lift AI you can detect them and convert them in real-time (and within minutes of them leaving the website, if you have an outbound motion).
Want to see for yourself? Try Lift AI in a free 30 day Proof of Concept and compare results to your existing tactics—you won’t be disappointed.
