Asana, Notion and DocuSign all tested into this

Casey Hill

3d • Pricing & Packaging Strategy

The majority of pricing pages make this mistake and it hurts revenue ⬇️

Instead of building affinity, they use their plan-tier subheader to give a generic product description.

Under a “Pro” or “Growth” plan, you’ll see lines like:

“Optimize operations with data and customizations”

“Connect work across teams”

“Build and manage automated AI-powered workflows”

None of these help me quickly identify which plan is best for me.

Your plan subheader should simplify the decision-making process.

Companies like Notion, Shopify, Docusign and Asana do a great job of creating instant affinity:

Shopify says, “For solo entrepreneurs.”

Notion says, “For individuals to organize personal projects and life.”

Straightforward.

Asana’s Advanced plan reads: “For companies that need to manage a portfolio of work and goals across departments.”

If you’re a team planning to use Asana across multiple departments, that line immediately guides you.

But what’s the actual impact of these changes?

In 2019, I was hired by a public company to optimize their pricing page. We ran numerous A/B tests, but one impactful change was strengthening the affinity in their plan subheader text.

Overall conversions didn’t change meaningfully, but we did shift ~2% more conversions from lower-tier plans to the middle plan (our primary goal), which led to a substantial ARPU lift over the next few quarters.

1 comment