Common pricing page layout: Show three plans in order from least to most expensive. List prices and bullet points of what’s included under each one. Higher tiered plans typically include every feature from the cheaper ones + a few additional features. The additional features per tier increases to help justify the increasing prices, and it’s common for the those counts to increase as you go up in tiers.

Here’s an example: A free plan has 4 features. The middle tier includes the initial 4 plus 5 additional features. The highest tier includes the first 9 plus 6 additional features. So, it increases from 4 to 5 to 6.

Slack is an example that doesn’t do that. Theirs goes from 5 to 4 to 3. Now, this likely doesn’t actually matter that much, if at all. The value of the extra 3 usually is high enough to justify whatever the price increase is (and caring whether it’s 3, 4, or 5 extra features is irrelevant).

HOWEVER, here’s where you can get an unexpected insight if you completed user testing on this type of page… 

Sometimes, enough users do care about that enough to be a notable, problematic friction point. If that’s the case, I recommend doing additional research to see if you can find the same insight in one or two additional methodologies to increase the strength of that signal. (If you are unable to do that, don’t ignore it from the user testing…but it’s always better if you can back it up in multiple ways.) Regardless though, then you can turn that insight into pricing page tests. See if you get more conversions by changing the way you list features. Have a variation where the features do incrementally increase.

Know that there’s no blanket approach that works every time, and sometimes, the counterintuitive, best-practice-breaking approach wins. You never know for sure until you test and validate somehow.

Fascinating, right?

I uncovered this in a recent round of user testing for a client but have also encountered it in the past with other clients, too. (No, I haven’t worked with Slack. It’s a public example I pulled from their website.) The best approach is truly case-by-case.

#userresearch #experimentation #conversionrateoptimization

Free Live Training Tomorrow, 7/7, with Q&A Time

I'm running another free LIVE 20-minute training TOMORROW at 11:00 AM CT with Q&A at the end. Tired of not having a clear, reliable process to analyze qualitative data? Join me and get one that you can execute easily right away.

This training was popular the first time, so I’m doing it again.

Burnout Awareness

I recently had a chat with Shawn David, Founder of Automate to Win, about burnout. We shared our perspectives and personal stories about it. We share a few tips and tricks for determining if you are burnt out and what might help.

We are NOT health professionals or coaches or anything of the sort; however, we think keeping awareness up is important. We think continuing to foster a sense of community and safety is important so that people feel they can ask for help when they need it.

Shawn made a cool quiz, too.

View the slides here.

Get the quiz here.

Shawn is posting the video of our chat soon here.

VWO eBook Collab: Get Serious About Experimentation

Want to get serious about experimenting and increase the rigor of your program? This eBook is for you. Even if you’re more advanced, I bet you’ll still find something helpful to give you a leg up on your competition.

Interested in working on conversion rate optimization together? Email me at [email protected]. Let’s chat.