How we increased basic to premium membership 198%
Problem:
As we introduced a business model, our nomenclature for subscriptions changed— “premium” to “membership.” This had implications across the product experience and needed to be updated without compromising conversion.
Solution:
For one module on our member homeage, we developed a multivariant test with different messaging, all revolving around the idea of membership enabling you to take the action you want—booking a caregiver.
Results:
The combination of highlighting full access, using a causal metaphor, and a CTA focused on more gradual movement through the sales funnel resulted in a 198% increase from basic to premium.
