Exploring Upsell Pricing Cards

The goal was create cards that show the price breakdown of single apps to convey the value in getting the All Apps plan over the Single App plan and drive upsell conversion.

  • Doug Beach, Sr. Creative Director

    Joseph Martinez, Sr. Art Director

    Diana Tran, Sr. Designer

    Bonnie Wach, Copywriter

Starting point

The existing version of the All Apps plan pricing card nods to the value of each individual apps in the subcopy but is not explicit and bold. There’s a broad mention of 20+ apps but it doesn’t list out the popular apps people recognize by name/ are looking for.

Alt 1: with App Icons

Create or affirm brand recognition by having the app icons in the price breakdown. Value proposition is hard to miss with bolded price breakdowns of popular apps.

Alt 2: without App Icons

More focus on the savings value proposition from the price breakdown of popular individual apps without the distractions of the colorful app icons. Assumption is app icon recognition is of lower importance to new customers.

Alt 3: without Price Breakdown

Similar to existing version but lists out popular apps that are included. Feels more informative and less promotional.

Where we landed

Price breakdown in Single App card only—without app icons.

Since the All App and Single App pricing cards will always sit next to each other, having the prices listed in only the Single App card felt like a more muted way of communicating the value in savings by getting the All Apps plan. Upselling without feeling promotional. This version also does not have the App Icons, keeping the look cleaner since the team agreed they were not a value add during this part of the customer journey.