Pricing Page Optimization

PubNub, likes most SaaS companies, has three-tier pricing plans that are relatively easy to understand: Free, Starter, and Pro plans. The problem is PubNub displayed the formula in a plain-text long-form table with 100+ items categorized by how many times a single transaction passes or how it is computed using our services. Not to mention, the list of the items is full of technical jargon such as replicated or edge transactions, function execution, data persistence... etc. As a result, users often get even more confused after reading the pricing table.

The users can sign up for a free trial until they reach a certain amount of usage. Unfortunately, our pricing page failed to make it clear by calling it the Free Trial. As a result, self-served customers often got too confused to sign up or take any further actions.

The features listed in the comparison tables were grouped by PubNub Chat vs. Real-time Communication Platform (see below for reference). After I took a deep dive into the research of pages views and income/outgoing traffic (the users' visits right before and right after the Pricing Page), it shed some light on the fact that visitors didn't understand what Real-time Communication Platform was, and had to go back and forth between Pricing Page and Product Pages to figure out the differences and their correlated use cases on their own. 

As a Growth Designer, I always strive for higher conversion and a better engagement, given how important this page was to the high-intent prospects in their purchasing cycle. 

After identifying the problems, collecting the feedback from WIN/LOSS interviews, analyzing the visitors' data gathered from Google Analytics, Heap, Segment, and HotJar, I wrote down the intent of the new Pricing Page:

To provide the potential customers the ease of understanding our pricing plans and the confidence of choosing a plan.

• It contains all the data necessary for consumers to make an informed buying decision.
• It provides a transparent pricing model to build trust.
• It converts high-intent prospects. In our case, it is the number of Clicks on Contact Sales CTAs.

Following up on the intent of the new Pricing Page, I proposed to the team that the new Pricing Page should have the following elements:

1. It clarifies that we have a Free Trial plan and lists the different pricing options or tiers available to customers side-by-side.
2. It offers the flexibility of customization of our pricing model by providing a pricing calculator.
3. It showcases our customer logos to gain trust.
4. It gives three bullet points about why only PubNub can meet the users' needs by addressing their pain points.
5. Be clear about what each plan delivers by including its conversion-boosting features and benefits. Then, group them by use cases. 
6. It gives a sense of predictability in the costs as the project grows by displaying three ballpark estimates for our top three most popular use cases in real-world scenarios.

Side notes: 

Sections marked in green are the new content that I proposed to add to the Pricing Page