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MFP Premium Conversion

I was design lead around the effort to improve conversion for premium subscriptions to meet the company's yearly revenue goals. I worked with product to define a low-cost, high-benefit experiment strategy to improve messaging around Premium. I focused on areas of opportunity within the app to deliver contextually relevant messaging around the value of a premium subscription, resulting in increased conversion of 17% from the previous year.

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Premium screen

Premium screen

Several iterations were tested using more aspiration value propositions for the headline on the premium screen. Having a more inspiring message increased conversions on this screen 13%.

Pricing buttons

Pricing buttons

By framing the value as cost per month instead of yearly price conversions increased on this screen +106%.

Export data

Export data

Since our export feature gets a lot of traffic, we included a screen that gives more detail as to what information a user would get when they export their data. By offering this screen instead of taking them directly to the premium screen, conversions increased on this screen +45%.

Premium on desktop

Premium on desktop

In addition to the tests running in the apps, our premium page on our website was updated to match the current design and was now available to view for logged out users.