Context and vision

We launched the first part of a new pricing model with the introduction of a new solo line-up of 3 plans replacing our current Solo plan.

To support this release, we had to ensure a smooth user experience for users willing to move to another price plan. The current user experience for this was particularly outdated (over 3 years old) and wasn't designed to boost upsell in any way.

Both from a functional and technical standpoint, it appeared obvious that we had to revamp the way users can move from one plan to another. We took the occasion to design it in a way that clarified our offer while making it as frictionless as possible to move between plans.

Feature's success

Boost upsell by making it easy to find the most fitting plan and change for it.

KPI's

• Increase upsell conversion rate from 5% (user seeing the page and upsell to a higher plan)

• No CS chats related to users struggling to change the price plan they are on

Internal success

• Showcase our offer across locations to support the release of our new pricing model

• Bring consistency over how we display our pricing across locations (in-app, onboarding funnel, marketing website)

Discovery

Perform a teardown analysis

We analyzed our competitors and got key learning to define our user preferences and guide our design choices.

Informative

• Limit the number of plans shown together.

• The pricing page is not where we showcase our product but it can link to educational content when needed.

• Grouping features by logical categories makes it easier to understand the different value propositions of the plans.

• Highlight the "best value" plan.

• Coming soon feature presentation allow projection during plan choice.

Frictionless

• Re-use landing plan page into the product keeps consistency.

• Content (item names, categories, layout) should be consistent across different locations.

• A one-liner describing the idea behind the plan eases the comparison process.

• Upgrade triggers have more impact when they are related to a section to unlock.

• Duplicated CTAs at the bottom are a handy way for users to avoid scrolling back to the top of the page.

Reassuring

• Aim for visual lightness with perfect alignments, content structure (e.g. avoid repeating text), and spacings.

• Visual elements (cards, headers...) prevents the feeling of looking at a catalog.

• Copywriting should be "in the world of users" without jargon usage (prospects are not familiar with Qonto).

• Asking the reason for downgrade and offer help is an effective way to show care.

Define user preferences

We were not able to find relevant verbatims regarding the clarity of our pricing page and our upgrade/downgrade flow and ended up defining user preferences mostly on the learnings from the competitor teardown, internal conversations and SKP's campaign.

Informative

I understand Qonto's offer in a snap and quickly find the right plan for me, by understanding the value proposition behind each price plan.

Frictionless

Moving from one plan to another is a quick process that comes with no friction.

Reassuring

I know the options that are available to me and what I commit for at all time.

Delivery

We've worked on delivering the best user experience using the knowledge we gathered during the discovery phase.

Success analysis

We've been measuring the success of this feature by following the two metrics defined in the KPI's section.

• Increase upsell conversion rate from 5% (user seeing the page and upsell to a higher plan)
  ✅ We increased the conversion rate by 7%.

• No CS chats related to users struggling to change the price plan they are on.
  ✅ We didn't have any chat regarding this question.