The Pricing Page Wasn't Doing Its Job
Pricing pages in B2B SaaS are almost always either vague or locked behind a sales call. Both are conversion killers.
Multiplier's pricing page was consistently in the top five pages by session volume, strong traffic, genuine commercial intent, and right position in the funnel. But it wasn't converting at the rate that traffic deserved. People come to pricing pages because they want cost clarity before they talk to anyone. The page wasn't giving them that.
The insight came from Reddit. The most upvoted threads in global hiring and EOR communities weren't about product features or integrations, they were almost always about cost. How much does it actually cost to hire someone in the Philippines? What are the employer contributions in Brazil? What does a full employment package look like in Germany? Most people searching in this space don't know what "employer of record" means as a term, but they understand the problem it solves, and what they want to know first is what it's going to cost them. That digital discovery path, problem awareness before product awareness, is where the pricing page needed to intercept.
We brought Multiplier's Employee Cost Calculator, already an existing tool on the site, into the first fold of the pricing page. The logic was straightforward: if someone lands on pricing, the most relevant thing we can show them is actual pricing context. Enter an employee's country and salary, get an estimate of what you'd pay an EOR provider for that hire. After clicking calculate, a two-step form appeared. Step one: name and email. Step two: the remaining four fields, framed as "Get the full cost breakdown." It was still a six-field form, split into two steps so the initial commitment felt smaller, and the second step was framed around value delivery rather than data collection.
The calculator was gated, which meant every completed calculation was also a lead, name and email captured without the form ever feeling like the point of the interaction. The calculator was the point. The form came with it.
Results: 100%+ uplift in on-page lead capture for six-field leads from the pricing page itself. Beyond that, users arriving from paid campaigns started navigating to the pricing page mid-session specifically to use the calculator before converting, which pushed the total leads figure to a 180%+ overall uplift in pricing page WCR. For a B2B business where name and email are the entry point to email nurture, MQL scoring, and eventual pipeline, that compounded significantly.
