Package upgrade project
Project overview
Similarweb is a leading provider of digital market intelligence solutions, empowering businesses to understand, analyze, and optimize their online presence. Its suite of products offers comprehensive insights into web traffic, audience behavior, and competitive analysis across various digital platforms.
Objectives:
To identify pain points and friction areas in the current user journey that hinder plan upgrades.
To redesign the user journey of plan upgrades within the platform to increase the conversion rate of “basic plan” users to larger packages.
Collaboration with Product, Sales, and CS teams were facilitated to ensure alignment in messaging and incentives for plan upgrades.
The scope does not include changes to the product's core features or pricing structure, which will remain consistent with the existing offerings.
Challenges
Despite offering valuable features, a significant portion of basic plan users fail to recognize the full benefits of our premium offerings, resulting in missed opportunities for subscription upgrades.
The current user journey within our platform lacks incentives for basic users to upgrade to premium plans.
Our research indicates that users may encounter an obstacles during the upgrade process, leading to hesitation in asking for a meeting with us.
Research
Current design and paywall
In the current user flow of the basic plan, when users click on a blocked feature (as demonstrated below), they encounter a pop-up presenting an explanation of the feature's value and an option to schedule a meeting with a Sales representative.
Interview Target Persona:
5 interviews
Basic plan user (No-touch)
At least 3 months
Provided a positive NPS score (8+) or feedback through Appcues
Typical industry and title - Agency, Marketing
Mixpannel
For the past year, among users who saw an "Upgrade" pop-up when clicking on locked premium features, only 6.51% clicked the "Speak with us" button.
In 93.49% of cases, the exit buttons were clicked without any interest in unlocking the blocked feature.
Fullstory
The majority click the exit buttons (“X” or “Close”) in less than three seconds.
The pop-up information isn't even read, and they go straight to the exit buttons without reading it at all.
Research Insights
Our users are experiencing "Premium feature blindness". They ignore blocked features, sticking to basic functions instead.
The current upgrade pop-up has a general value proposition with no personalization. This lacks incentives for basic users to upgrade to want to learn more.
Users mentioned they avoid interacting with salespeople in general. There is a need for much motivation in order to get a user to ask for a meeting with us.
Market Analysis
Market Analysis Insights
More information about the data point needs to be provided - they need a stronger incentive to want to learn more
The CTA button shouldn’t bring to their minds a Sales rep. The messaging needs to offer them to learn more about our premium data.
The offering needs to refer to a specific data point for a short and strong value proposition.
Appealing Design: (Figma)
Develop a visually captivating design that adheres to the latest design principles, enhancing user engagement and satisfaction.
Follows the most recent updates in the design system.
Communicate Premium Value:
Enable users to easily grasp the value proposition of premium data through intuitive design elements.
Facilitate seamless access to additional information about premium features with a single click, fostering user curiosity and exploration.
Drive User Engagement:
Spark user interest and desire to learn more about our premium offerings, ultimately motivating them to initiate contact with us for further discussions.
Goals
Ideation and Concept Development
Prototype
The design is currently in development process.
Next steps
Quantitative and qualitative data on the performance of the redesigned pop-ups will be gathered post-launch.
User feedback, reviews, and testimonials will be collected to validate the success of the design solution.
A/B test different pop-ups
The current analysis of the NT user flows is insufficient. This project aims to conduct a more comprehensive examination of user flows and clicks, as well as the effectiveness of various buttons.