Malgorzata Rajca Portfolio » BlackFriday Promo

BlackFriday Promo

My role

BlackFriday promotion project for the landing page creation platform Landingi.

The project involved the promotion system for new users of the platform (registration process) and for regular users.

Brief

⤷ Small amount of time to prepare the project.

⤷ The solution had to be relatively simple for developers to implement.

Problems statement

1. User can do the plan upgrade and downgrade on their own, knowing the benefits/minuses of such a decision.

2. User has a clear and understandable information message on the modals during the plan upgrade and dowgrade.

3. User can also select the add-ons according to the plan they are entitled to.

Goals

I started the work by preparing the user path - the key places where the user will encounter BlackFriday promotion.

It was important to divide by whether the user is interacting with onboarding or already has an account and uses the app.

User path analysis

Toggle change subscription period
Information: 2 months free of charge!
Listed information: Unique visits, custom domains, data preview time, chat/tel support
Free plan tile - this area is most often analyzed by users, the least is Agency Plan.

I noticed that the most interaction with the pricing (clicks, scrolls, cursor movements) occurs:

How does the user navigate?

First of all, I had to look at the solutions of competitor Landingi.com but not only.
I took into account other top Saas B2B sites that showed good UX solutions.

Competitive analysis

The current price list presented the total amount on an annual basis. The user of changing the billing period has no sense of how much he is saving.

Annual billing as a per month amount

No FAQ section in the current price list design. The user at the stage of selecting/changing a plan often has questions.

FAQ section

Instead of generic plan names such as Free, Basic and Pro, try to come up with something more memorable and illustrate each option.

Add personality to the brand

While scrolling, the user must constantly see which columns are assigned to a particular plan.

Sticky headers for comparison tables

Text on the plans: no simple and clear wording + no tooltips next to unclear wording. At the end of the list of the most important elements, you can show “Find out more” for those users who are not satisfied with the above knowledge.

Avoid a “wall” of checkmarks or icons

Steve Jobs famously used this principle when he first unveiled the iPad with a “$999” sign obscuring the screen behind it, and then announced that the actual price would be $499, prompting a sigh of disbelief.

The most expensive plan on the left side

How much user will save by switching to annual billing.

Visible discount

The above theses and conclusions allowed me to prepare an outline of all the improvements that can be implemented to make UX easily accessible and enjoyable.

Conclusions

There was also a need for single plan variants - the user's choice of plan is mainly determined by the number of visits to the landing page and secondarily are the domains.

Those associated with the user in sales lacked a place that directly invites the user to provide possible consultation.

The current price list presented the total amount on an annual basis. The user of changing the billing period has no sense of how much he is saving.

I ran two iterations of the tests, which showed the following findings:

Usability testing

Final project

BlackFriday Promo taught me first of all how to organize every step of the project under high time pressure. It was also important to quickly evaluate the project after implementation. Analyzing the recordings in hotjar helped to improve the user experience - thanks to this, I was able to catch several critical errors that had a key impact on the success of the promotion. A huge challenge was to identify the most important scenarios the user would encounter depending on subscription.

Reflections 🤔

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Strona zrobiona w WebWave.

BlackFriday promotion project for the landing page creation platform Landingi.

The project involved the promotion system for new users of the platform (registration process) and for regular users.

⤷ Small amount of time to prepare the project.

⤷ The solution had to be relatively simple for developers to implement.

1. User can do the plan upgrade and downgrade on their own, knowing the benefits/minuses of such a decision.

How does the user navigate?

First of all, I had to look at the solutions of competitor Landingi.com but not only. I took into account other top Saas B2B sites that showed good UX solutions.

The current price list presented the total amount on an annual basis. The user of changing the billing period has no sense of how much he is saving.

Annual billing as a per month amount

No FAQ section in the current price list design. The user at the stage of selecting/changing a plan often has questions.

FAQ section

Instead of generic plan names such as Free, Basic and Pro, try to come up with something more memorable and illustrate each option.

Add personality to the brand

While scrolling, the user must constantly see which columns are assigned to a particular plan.

Sticky headers for comparison tables

Text on the plans: no simple and clear wording + no tooltips next to unclear wording. At the end of the list of the most important elements, you can show “Find out more” for those users who are not satisfied with the above knowledge.

Avoid a “wall” of checkmarks or icons

Steve Jobs famously used this principle when he first unveiled the iPad with a “$999” sign obscuring the screen behind it, and then announced that the actual price would be $499, prompting a sigh of disbelief.

The most expensive plan on the left side

How much user will save by switching to annual billing.

Visible discount

The above theses and conclusions allowed me to prepare an outline of all the improvements that can be implemented to make UX easily accessible and enjoyable.

There was also a need for single plan variants - the user's choice of plan is mainly determined by the number of visits to the landing page and secondarily are the domains.

Those associated with the user in sales lacked a place that directly invites the user to provide possible consultation.

The current price list presented the total amount on an annual basis. The user of changing the billing period has no sense of how much he is saving.

I ran two iterations of the tests, which showed the following findings:

First of all, I had to look at the solutions of competitor Landingi.com but not only.
I took into account other top Saas B2B sites that showed good UX solutions.