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How to increase payment conversion rate by 5% in one picture
by
Pavel Gvay
https://twitter.com/PavelGvay/status/1529833946707550210
what's the key learning? make the CTA label not include the price?
In user interviews, I discovered that most of the users thought the price is $250, not $99. So I guess the key learning is to emphasize a price.
that makes sense
Is it a relative or an absolute 5% increase?
Also, I see a big gap betwee "250" and "investors". Maybe bringing them closer would make more people realize this isn't an actual price? Also, maybe putting an image next to the number (like cartoon faces) would help?
The bigger question is: Why follow this pricing design format at all? I've analyzed a few SaaS pages and they all seem to follow a similar format (look at Hootsuite, for example): The name of the plan, the price, and the features. Why go "outside the box" with pricing design when there seems to be formats that already work pretty well?
It is an absolute increase. CR increased from ±10% to ±20%.
I sell "packs" of investors (100, 250, 500), not subscriptions, so the standard format doesn't work for me — we don't have features to list. But maybe I should add the name of the plan.
Thank you for the suggestions. I also love the idea of adding an image like in mobile games. I will experiment with pricing more.
Well laid out!
Very thoughtful!