Webflow is a comprehensive web design and development platform that empowers users to design, build, and launch responsive websites visually, all without writing code. Through their innovative platform, users can bring their visions to life and create customized web experiences.
If you’re unfamiliar with Webflow, imagine platforms like SquareSpace, Wordpress, and Wix, where you can build your own website. Webflow is the equivalent for professional web-designers and is the platform I personally use to design sites for clients.
The Webflow team was facing an issue with their pricing page: customers frequently purchased the wrong plans due to confusion between the 'Site' and 'Workspace' plan offerings. This not only affected Webflow's revenue but also led to a surge in customer support inquiries with users wanting to rectify their accidental purchases.
Webflow decided to conduct an A/B test of the pricing page, comparing the original long-scroll format with the new tabbed design. The test ran from 9/6 to 10/4. During this period, they observed:
45,152 visitors on the original design (control) and 45,742 visitors on the tabbed design (treatment).
The results indicated a marked decline in accidental 'Workspace' plan purchases and a significant increase in 'Site' plan purchases.
Additionally, to further eliminate confusion, they introduced more concise and clearer language to explain their offerings. This also aimed to resonate better with their audience and guide them in making the correct purchase decision.
To address this challenge, Webflow contracted me set out to redesign their pricing page. They conducted user tests to understand the root causes of the confusion and to gather insights on how to best present their two distinct plan types. Based on feedback and insights, we hypothesized that a tabbed interface, combined with clearer copy, would enable visitors to better differentiate between the 'Site' and 'Workspace' plans and make more informed decisions.
The A/B test delivered the following key results:
• A decrease in new paid 'Workspace' plan subscriptions by 10.5% (344 control vs. 312 treatment; -32 overall)
• An increase in new paid 'Site' plans by 5.11% (802 control vs. 854 treatment; +52 overall)
Following testing, my redesigned Pricing Page with the tabbed design was implemented and launched on Webflows’ website for all users.
• The tabbed approach significantly reduced confusion and led to fewer unintentional 'Workspace' plan purchases.
• The new design made it easier for visitors to compare and understand the various plan and package offerings.
• The refined language resonated well with the audience and clarified Webflow's offerings.
As a result of these positive outcomes, Webflow confidently moved forward with the tabbed approach, which now reflects in the rebranded version of the pricing page. They plan to use the insights gained from this experiment to further optimize their page and to address any potential gaps in the future.
