Timeline
March 2025
Stack
No-code builder
Role
Sr. Growth Designer
Team
Product Manager, Growth Manager
Problem
Our subscription page wasn’t effective, because users mostly picked the weekly plan. The yearly option wasn’t clear or attractive, so people didn’t see the value.
Insight
From past data, we saw that when both options were shown in a simpler side-by-side layout, more users chose the yearly plan.
Goal
We aimed to redesign the page to make the yearly benefits clearer, simplify the choice, and guide more users toward the annual subscription.
Key Task
The new subscription screen needed to drive more users to the annual plan (dpCVR annual). At the same time, it was important not to harm overall purchases (pCVR) or trial starts (tCVR). Our goal was a 10–15% uplift by making the options clearer and easier to understand.
Competitors Research
I analyzed competitor apps and their subscription screens, identifying strengths and weaknesses in how they presented plans. Together with the team, we built hypotheses on how to make the yearly plan clearer and more appealing.
Hypothesis 1 – Visibility
In the old design, the annual plan wasn’t easy to see. The weekly plan dominated, so many users overlooked the yearly option. This reduced its selection rate.
Hypothesis 2 – Screen Focus
The old screen pushed users toward starting a free trial. Subscription options felt secondary, so users often ignored the annual plan and missed its value.
Design Options
With limited time, I created 4 versions of the new subscription screen. Each focused on making choices clearer and encouraging more users to pick the annual plan, while keeping the weekly plan relevant.
Design Workshop
I reviewed the designs with the growth manager, marketing, and stakeholders. We discussed goals, compared versions, and explored how to make the annual plan more noticeable and user-friendly.
Key Decisions
– Highlight the annual plan visually, but without being pushy
– Show savings clearly and simply
– Keep the free trial, but reduce distraction
Implementation
The updated screen highlighted the annual plan more clearly while keeping the free trial visible but less distracting. After the release, we ran an A/B test (March 18–27, 2025). The results confirmed that the new design significantly improved annual conversions and validated the changes we made.
Impact
– tCVR: 6.78% → 7.87% (+16.1%)
– t2pCVR: 22.3% → 26.1% (+16.9%)
– dpCVR annual: 0.04% → 0.27% (+509%)
– First purchase CVR: 1.87% → 2.33% (+24.9%)
Learnings
This project showed that big impact doesn’t always require long cycles — in just one week we researched, designed, gathered feedback, and delivered improvements.
