VectorVest, a stock portfolio management system, found from research that users were skeptical of starting a trial despite the social proof elements on the pricing page. The company tested a variant of the pricing page that changed the trial offer headline, answered common objections around hidden fees and terms, reformatted the pricing table to connect the trial price to each plan, softened the call-to-action to “Select Plan”, and added a callout above the highest-value plan. This resulted in a 43% increase in paid trials, demonstrating the value of learning from real customers.

VectorVest, a stock portfolio management system, found that many users stalled at the second step of its signup flow, which was selecting a subscription plan. This step asked users to choose between 3 plans based on an extensive list of features that were either included or excluded. The team tested removing this second step entirely while still giving users the option to switch plans on the final step to reduce cognitive load and analysis paralysis. This resulted in an 18% increase in sales.