CASE STUDY: HOW REFRAMING A CHOICE BOOSTED PAID SUBSCRIPTIONS BY 19%

Summary from the TLDR Marketing newsletter

Mobbin, a mobile and web design reference library, originally showed a Free vs. Paid benefits comparison when Free users interacted with a paid feature. The team tested removing the Free column and instead focusing on the Paid plan, reframing the options as “Paid or skip”. This provided more space on the screen to add additional context about the Paid plan. The changes resulted in a 29% increase in visits to the pricing page (where users sign up for Paid) and a 19% increase in paid subscriptions.