← CONTENT DESIGN CASE STUDY — 02

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 homepage, 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.