Whitepages Subscription Conversion Rate Improvement

This case study outlines the efforts of the Whitepages marketing team to enhance their subscription conversion rates through feature experimentation. The primary objective was to improve the pricing page structure to facilitate easier comparisons of different membership plans. The team implemented a new layout that prominently displayed all three subscription plans in expanded vertical menus, allowing users to easily view the included features. Additionally, dynamic toggles were introduced to enable comparisons between monthly and annual pricing. The results demonstrated a significant impact, with a 23% increase in conversion rates and a 31% rise in monthly membership plans within just one week of the changes. The case study also highlights the advantages of feature experimentation, which provided the marketing team with greater flexibility and autonomy, allowing for quicker adjustments and improved workflows without needing engineering support. The team intends to continue utilizing server-side experimentation to further optimize pricing pages and drive conversions.