As the Product Manager of eCommerce and UX, I led the effort to redesign the pricing page, which is the most visited page following the Homepage and My Account. Through consumer insight studies we found that the majority of the non-client population assumed the ongoing cost of the service was thousands of dollars per year and the initial cost was tens of thousands of dollars. This misconception caused many to feel the service was cost prohibitive and a barrier to enroll. First, by combining 4 individual pages into 1 (see example here) and then through a series of iterative design and functional updates, we succeeded in increasing cost clarity and online sales.
With version 2.0 our goal was to implement back-end logic that pulled the price data directly from the database rather than hardcode on the front-end and streamline 4 individual pages into 1. With version 3.0, the goal was to improve cost clarity, add language that highlighted the value proposition and increase click thru to Enrollment.
By analyzing click, scroll and user flow data, we determined that version 2.0 was not driving significant traffic to the Enrollment flow. Only 43% of visitors were seeing the Get Started CTA. This poor performance was attributed to a large amount of pricing data present on the page and the Get Started CTA being quite far below the fold (v2.0 above). By conducting user research studies, we determined the optimal layout and language which increased CTA views to 89% and improved click thru conversion to Enrollment (v2.5 above).
The goal for version 3.0 was to clarify the initial and ongoing costs of the service and increase click thru to Enrollment. We accomplished this by adding interactive elements, such as the Service and Payment Options selectors. This allowed us to reduce the total number of prices displayed from 35 to 5. The Order Summary section neatly displayed the cost breakdown and carried over the current plan selection when proceeding to Checkout. Reducing the price clutter allowed us to add more descriptions that outlined the value prop and improved our SEO ranking.