My experience writing for e-commerce included the end-to-end checkout flow.
Guiding a user through a payment process requires empathy and tons of data-driven research.
This project focuses on 3 components of the payment plan page Redesign:
- Naming a subscription plan
- Rewriting the payment plan page headline for impact and confidence
- Redesigning the subscription plans layout based on user research
Problem
The original MPR pricing page had confusing messaging and a vague value proposition.
- Users didn’t understand which plan to choose or what they’d get
- Weak content hierarchy led to hesitation and drop-offs
- Abandoned checkouts, reduced trust in the product
Goals
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Design: Clearer display of subscription features & benefits
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Optimize the real estate above the fold
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Rewrite the existing value props & create new ones to better cater to various user needs
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Results
Boosted conversion by 4.8% with revenue of $1.5M.
- Improved conversion and retention
- Significant revenue impact
- This was the strongest pricing page
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What I did
- Audited the legacy pricing page and mapped the content structure
- Rewrote plan descriptions and created new benefit-oriented value props
- Prioritized clarity, brevity, and guidance over marketing fluff
- Collaborated with design to improve layout hierarchy and CTA placement
- Aligned messaging with a tone of trust, empowerment, and clarity
Plan Names: “14-Day Access” & “Annual Access”