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About this episode
Lena Hartmann rewrote Fieldnote's pricing page three times in one quarter. The third version doubled trials in a month, and it was the simplest of the three.
We talk about the plan nobody bought, why she removed the most popular badge, and how sales calls told her what the page was getting wrong.
In this episode
0:00 The page nobody read
8:20 Three plans became two
19:45 Removing the most popular badge
31:10 Three things to borrow
Three things to borrow
Listen to the first question on sales calls. If every call starts with the same confusion, the page is causing it.
Cut the plan that exists to look reasonable. The middle plan was there to make the others look good. Removing it made the choice obvious.
Name plans after the buyer, not the size. "For one team" and "For the whole company" beat Basic and Pro.
Mentioned in the episode
The two-door test, and where it breaks.
AirAsia, from an airline to a super app.
Transcript
Leo: Lena, what made you look at the pricing page in the first place?
Lena: Our trial numbers were flat for six months, and every sales call started with the same confused question about plans.
Leo: What was the question?
Lena: Which plan do I need? Which is a terrible question for a pricing page to leave people with.
Leo: So you cut a plan.
Lena: We cut the middle one. It existed so the others would look reasonable. Nobody bought it, and it made everyone hesitate.
Leo: And the most popular badge?
Lena: It was on the plan we wanted to sell, not the one people actually bought. Customers could tell. Removing it made the page feel more honest.
Leo: What happened to trials?
Lena: They doubled in the first month and stayed there. Sales calls got shorter too, which I didn't expect.
The guest
Lena Hartmann
CEO, Fieldnote
Lena runs Fieldnote, a research tool used by 3,000 product teams.
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