+166% Revenue Lift: Highlighting Value over Price

A strategic redesign of the pricing grid hierarchy. By injecting contextual pop-ups and emphasizing higher-tier feature benefits, we shifted the plan mix and generated $30k+ in monthly incremental revenue.

Role

Lead Product Designer & Growth Strategist

Impact

+166% Incremental Revenue, $30,725 Monthly MRR Boost

Project Overview & Impact

The objective was to shift the "Plan Mix" for the Broker segment from entry-level tiers to higher-value packages. By introducing interviewer-led pop-ups and visual feature-anchoring on the pricing grid, I helped users visualize the ROI of upgrading at the exact moment of decision. This experiment resulted in a massive 166% revenue lift for the segment.

The Business Problem

The "Cheapest Option" Bias: Most new brokers were defaulting to the Express plan, even when their business needs (load volume/tracking) required the Select or Office tiers.
Information Asymmetry: The static pricing grid failed to explain the "Gap" in value between tiers; users saw the price increase but didn't clearly see the productivity gain.
Goal: Increase the adoption of higher-tier plans without increasing the overall churn rate.

The Design Hypothesis

Instead of redesigning the whole page, I implemented a surgical Behavioral Nudge strategy:

Dynamic Upsell Pop-ups: When a user hovered over or selected an entry-level plan, a targeted pop-up appeared highlighting the "Power Features" they would miss (e.g., advanced load tracking or carrier safety ratings).
Feature Anchoring: I redesigned the hierarchy of the pricing cards to emphasize the "Office" plan as the best value for growth, using visual cues to guide the eye away from the lowest price point.
Frictionless Comparison: Introduced a "Value Bridge" that allowed users to see exactly what they gained in terms of load-matching speed for every dollar spent.

Project Overview & Impact

The Business Problem

The "Cheapest Option" Bias: Most new brokers were defaulting to the Express plan, even when their business needs (load volume/tracking) required the Select or Office tiers.
Information Asymmetry: The static pricing grid failed to explain the "Gap" in value between tiers; users saw the price increase but didn't clearly see the productivity gain.
Goal: Increase the adoption of higher-tier plans without increasing the overall churn rate.

The Design Hypothesis

Instead of redesigning the whole page, I implemented a surgical Behavioral Nudge strategy:

Dynamic Upsell Pop-ups: When a user hovered over or selected an entry-level plan, a targeted pop-up appeared highlighting the "Power Features" they would miss (e.g., advanced load tracking or carrier safety ratings).
Feature Anchoring: I redesigned the hierarchy of the pricing cards to emphasize the "Office" plan as the best value for growth, using visual cues to guide the eye away from the lowest price point.
Frictionless Comparison: Introduced a "Value Bridge" that allowed users to see exactly what they gained in terms of load-matching speed for every dollar spent.

Behavioral Design Strategy

Price Anchoring: Redesigned the visual hierarchy to position the 'Select' tier as the primary anchor, shifting the user’s mental price baseline and making higher-tier options feel like better value.
Strategic Loss Aversion: Implemented contextual nudges that highlighted specific business capabilities a user would forfeit by choosing the entry-level plan. By framing the decision around "avoiding missed opportunities," we successfully migrated 66% of users to higher-value tiers.

Data Validation & ROI

The variation was a clear winner, showing that users were willing to pay more when the value was communicated effectively at the point of purchase.

Metric	Result
Incremental Revenue (Monthly)	+$30,725
Total Revenue Growth	+166% (Winner)
Express to Select Upgrades	66% of users moved up
Select to Office Upgrades	35% of users moved up

Strategic Insights

Value over Price: Users aren't necessarily "cheap"; they are "risk-averse." Providing a clear feature-pop-up reduced the perceived risk of paying for a higher tier.
Point-of-Sale Education: Education shouldn't happen on a separate "Features" page. It must happen on the Pricing Grid where the money is exchanged.
Revenue vs. Conversion: While the number of signups remained stable, the quality and value of those signups shifted significantly toward high-LTV (Lifetime Value) plans.

Tools & Methodology

Design: Framer & Figma (Interaction Design)
Analytics: Hotjar (to track hover-intent on the pricing grid) & GA4 Event Tracking
Experimentation: VWO (Split URL testing)
Principle: Anchoring & Loss Aversion (Behavioral Economics)

Tools & Methodology

Design: Framer & Figma (Interaction Design)
Analytics: Hotjar (to track hover-intent on the pricing grid) & GA4 Event Tracking
Experimentation: VWO (Split URL testing)
Principle: Anchoring & Loss Aversion (Behavioral Economics)

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