STEP UP PRICING OFFER
THE CHALLENGE:
Stakeholders wanted to test a complex new offer, which used a “step-up pricing model.” The team was challenged to present this unique offer in a way that was simple and succinct for potential users
KPI:
Equal or higher conversion rates in the updated payment flow compared to the existing offer
THE SOLUTION:
Incorporating offer boxes to visually represent the pricing progression
Introduced the term "step-up pricing" to describe the gradual increase in price over the offer window
A chart to illustrate the pricing structure at various points
THE RESULTS:
While the step-up pricing offer did not outperform other offers utilized during the same promotional window, the messaging achieved success in terms of user understanding. Users who engaged with the content found the explanation to be accessible and straightforward
