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Oolong Notes
·
Marketing site
·
2019
Pricing page test
A clearer pricing page that sends more people into the trial.
Pricing — 1440
Marketing site
The 30-second version
0:30 read
Role
UX designer at Brightside Studio
Team
1 marketer, 2 engineers
Timeline
3 weeks
Platform
Marketing site
Problem
Visitors compared plans in a table they had to scroll sideways, and many left without starting a trial.
+18%
trial starts
−22%
pricing bounce
0
new support tickets
01 Context
Oolong's pricing page had one table with 22 rows. On a phone you had to scroll sideways to see the price.
02 Research
Five-second tests with 40 people showed that half could not name the price of Plus.
03 Decisions
We led with three cards and moved the full table below them. Yearly pricing became a toggle instead of a second table. Legal asked to keep the fine print, so it went into the questions section.
04 Result
Trial starts rose 18% in a three-week A/B test with 31,000 visitors, and bounces from the page fell 22%.
Screens
Screen 01
1600 × 1000
Screen 02
1600 × 1000
Screen 03
1600 × 1000
Screen 04
1600 × 1000
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