Winner
High confidence
Lower Price Frames
In this experiment, the annual plan was standardized and framed in a monthly price context (during the iOS signup flow). This made the annual plan more comparable to the monthly plan price. Impact on overall sales and annual plan sales was measured.
Hypothesis
If we reframe annual pricing as a monthly rate (e.g. '$6/month billed yearly'), then overall sales and annual plan sales will improve because smaller-seeming numbers reduce sticker shock.
Why This Works
Key Learnings
Expected Lift Range
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