April 23, 2019

How can I improve this upgrade page?

I have a freemium community with various community and tool upgrades for paying members.

Landing page here: https://www.paneljam.com/premium

I know that I should sell based on benefits, and not features... but that's something I've struggled to do. I've tried to focus on benefits, but I feel like I've only taken that halfway.

Currently, are the benefits obvious or convincing?

I've had a dozen or so signups for premium "Jam Squad" memberships, but I can't help but feel that this landing page is lacking and may be holding sales back.

What is the best way to frame the value being offering?

Should I be putting a focus on the current members of "Jam Squad" so that more people want to join them?

Thanks in advance for taking a look, everyone! Sales/Marketing aren't my strong suit...but I've been enjoying learning it :)

#landing-page-feedback

  1. 2

    I think you're underselling the "get two months free" benefit of the annual plan. A difference of $2 per month doesn't sound nearly as appealing as "get two months free", but you have the $2 price difference featured much more prominently than the "two months free" benefit.

    Like the other commenter, I don't know much about about your audience, so it's hard to offer concrete feedback on that part. I'd think about things like:

    • Why do people use the site?

    • Does the premium plan provide features that help them accomplish that?

    • What other features could you add that could make people more successful at doing what they are doing with your site?

    1. 1

      Thanks for that. I’ve added bit by bit over time, but it’s probably time I reviewed the overall offer so I can find the best way to align with value/ user-goals.

      I hadn’t considered that I’m underselling two months free, but I think you’re right. Do you have any examples of pages you like where they do this?

  2. 1

    This is more work than just updating the page, but I would suggest further segmenting your features/adding more features. Go for a more traditional low plan/high plan layout. So maybe $10 or $20. Figure out what would make it $20 and add that in.

    Add something about the find inspiration faster to the pricing table. (Consider making this two separate feature items!)

    Punctuation fix: "That's two months free"

    Holy wow, consider selling access to individual brushes/tools on a recurring or one-time-use basis a la Canva. Let someone give you $10 or whatever to use the text tool on 1 comic.

    1. 1

      Thanks for the feedback! I’d be worried about “nickel and diming” my customers, but it’s something to consider for sure...

      Oh, and thanks for the punctuation fix ;)

  3. 1

    I would move the pricing to the top. That way, a user can see what she/he unlocks, then as they scroll down they'll notice the benefits. Which I kind of find hard to determine what they are (the comics create too much noise for me). If I were designing the page, I'd remove the comics from it. Then it's clear what the valuables are for upgrading.

    1. 1

      Thanks for the feedback! I’d never considered moving the pricing up top. Do you have any examples of pages that you think do this well? As for explaining the benefits, I agree it may be a bit noisy... I think I need to focus on copy more

      1. 2

        I've modeled my pricing page from Slack's in the past, but I don't think it's as good as it once was (I'm sure they disagree lol)

        https://slack.com/pricing

        https://teamtreehouse.com/subscribe/

        https://mailchimp.com/pricing/

  4. 1

    This is obviously a page aimed at an audience who already know about your product/site. So I can't really offer any direct feedback as far as the content goes.

    My suggestion would be to look into the Pain-Dream-Fix framework and ask yourself if you make it super clear to the visitor what pain you solve for them, how their life will be better after buying, and how they can get there with your product.

    1. 2

      Thanks, Louis! A quick google doesn’t return anything for the “Pain-Dream-Fix framework”, can you point me in the right direction? I’m familiar with the concept of vitamins vs painkillers, but where does the dream come in?

      1. 1

        Sure - so the basic idea is people buy what you're product can do for them, not the product itself.

        They buy into the vision of how much better their life will be afterwards.

        So you should start off with the pain.

        Make the customer aware of the pain and agitate them - make them understand the scope of it.

        Then, show them the dream...

        Dangle the promised land of how great their life could be if the pain went away in front of their eyes.

        Then, finally, show them the fix - how your product will help them reach the dream from the pain.

        Hope that helps!