SimplePractice New Pricing & Packaging
Role: Lead Copywriter & Content Designer
Context
To keep up with the demand of our customer base, volume of new features, and a growing company, we decided to create three new subscription plans with an overall price increase.
Determine messaging
I worked closely with the VP of marketing and product team to determine strategy, tone, information hierarchy, and messaging.
Subscription names
Through user research and user testing, we determined new pricing names that resonated with 200 participants.
Tone of voice
Any increase in price will rub people the wrong way. To minimize frustration, communications had to be straightforward and transactional.
Call to action
For both customers and leads, our goal was to have people sign up for a new plan—preferably a more expensive one.
Website copy
Email communication
Customers will have until March, 2022 to select a new plan. We began to announce pricing changes on January 5, 2022 with four separate email versions that would be dispersed throughout the next three months. However, given that our subscription plans increased from two to three, we had to create additional email segments, totaling to 19 different versions.
Product
While our users don’t always check their email, they do use their account everyday. To ensure they were aware of our new plans and prices, I created in-app messages, notifications, and additional copy that lived inside the product.
User reaction
We knew public perception could be bad. We expected to lose a handful of customers and get bombarded with complaints, bad reviews, and threats to switch softwares. However at the end of the day 29% of customers had upgraded their account.
Metrics as of mid February, 2022
Numbers = percentages