+166% Revenue Lift: Highlighting Value over Price

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.