Positive
High confidence
Codecademy Pricing and Plan Mix Testing Drives 5x Revenue Growth
Speero (now Conversion.com) worked with Codecademy on a multi-year experimentation program focused on pricing strategy and checkout optimization. Tests covered plan mix presentation, annual vs. monthly plan emphasis, pricing page layout, and checkout flow. The program delivered 5x revenue growth and a 75% increase in customers choosing annual plans over monthly — dramatically improving LTV and reducing churn.
Hypothesis
Strategic testing of pricing, plan structure, and checkout flow will significantly increase annual plan adoption and overall revenue for Codecademy's subscription business.
Why This Works
Key Learnings
Expected Lift Range
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Related Entries
Ab Test
Positive
[company]: Reordering Plan Display by Price on Plan Selection Page
pricingproduct_page
Expected lift: 5%-10%
High confidence
Research Finding
Principle
Problem Solution Mapping - AMB
pricingaccount
High confidence
Research Finding
Principle
Customer Experience Feedback Summary April 2024
pricingpdp
High confidence
Winning Pattern
Winner
Mobile Plan Page Zip Modal Simplification
Mobilepricing
Expected lift: 15%-25%
High confidence
Test Idea
Winner
Lower Price Frames
pricingpricing
Expected lift: 5%-15%
High confidence