Jul '24 • Frameworks ⑂
How reframing a choice boosted paid subscriptions by 19% ✅
In the next three minutes, I’ll show you how reframing a choice increased paid subscriptions by 19%.
↗️ Research: Watching the user experience
During our usability research, we discovered an interaction that users understandably found jarring. It occurred when non-paying users selected content that was part of the paid plan, and triggered a popup (modal).
The popup offered two choices: Start for free or Choose Pro. (Screenshots attached below)
The problem ❌: Users who chose the Pro (paid) plan were moved to the pricing page, but those who opted to “Start for free” were simply dropped back into the website as the modal disappeared.
↗️ BEFORE: In the the original page
Each option takes up a similar area, but the Pro box highlighted four benefits of the paid plan:
- Browse all apps
- Browse flows
- Unlimited search results
- Unlimited collections
For many users, this sign-up process is the first interaction with the Pro plan, so we wanted to make the most of the opportunity ✅.
🤔 Rather than assume users won’t sign up for Pro, what happens if we reframe things and assume that they will?
↗️ AFTER: The tested page
⮑ We removed the “Free” option and focused on the Pro plan.
⮑ removing the Free plan, we can focus on the Pro (and make sense of the interaction.)
We reframed the sign-up choice as a decision between going Pro ✔️ or skipping ⮑ .
The secondary CTA, “Skip & start browsing,” made sense of the modal disappearing and improved the user experience.
🟩 Removing the “Free” panel also gave us more space to promote the Pro plan. We did this by:
- Adding a benefit-driven headline: “Get unlimited access.”
- Quantifying what access meant: “300,000+ screens and pro features.”
- More details on pro features: Calling out tags, filters, and searches.
- Lower commitment CTA: From “Choose Pro” to “Explore Pro features.”
The “Explore Pro features” CTA encourages users to take the next step without mentally committing to something.
🔥🔥🔥 Result: Conversions increased by 19%
During the test, we observed a 29% increase in visits to the Pricing page (where users sign up for Pro) and a 19% increase in paid subscriptions.
(Screenshots attached below)
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How reframing a choice boosted paid subscriptions by 19% ✅
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