Pingdom: Pricing System
2020
Pingdom, a SolarWinds acquisition, was looking to increase its annual subscribers from their pricing page. Working closely with the web and product teams, I generated design proposals for an updated view of available plans, conducted A/B tests to identify signup conversion rates, and optimized the design direction accordingly.
Ideation
Based on the metrics, most users coming to the pricing page are not at enterprise scale and will require additional input before making a purchase.
A/B Testing
With each variation I continued to cleaned up and simplify the pricing section. Content is greatly simplified, the page is only speaking to the main needs of most users rather than delving into in-depth specs that are more compelling on a product page or feature page breakdown.
On all designs, I showed the price per month, which helped users compare pricing quickly between the toggle of annual and monthly pricing because the per month cost is shown in either instance.
The winning variant, shown below, is the most concise version of the designs.
Moving past the original test
As the original shortened content was such a success we chose to move forward with an additional test. What would happen if we pushed Pingdom’s pages further into the SolarWinds branding? Could we enable even more customization functionality into the page for users to explore? I decided to move on with a test and it became the new winner. The hyper shorted page allows for users to view all content and variables in one space while allowing them to view the updating pricing live as they make changes to the quantity of each part of the Pingdom offering.
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Check out some other projects or send me a message on LinkedIn, if you want to chat.
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