Lifting conversions in a SaaS product

Summary

I designed an upgrade of a key screen in a SaaS interface. It raised CTR (+16 %) and conversion rate (+12 %), which ultimately lifted revenue (+18 %).

Under an NDA, I’ve left out confidential details in this case study.

The starting point

The premium screen hadn’t been updated or tested for a long time. It had a higher drop-off rate and we saw room to grow revenue. A workshop surfaced that, next to competitors, the screen felt less trustworthy, cluttered and overloaded.

Hypotheses

• H1 — Adding reassuring cues (social proof, faces and company logos) lowers perceived risk and raises conversion rate (at least +10 %).
• H2 — Making the subscription options stand out eases the decision and raises CTR (at least +10 %).
• H3 — Reworking the on-screen content lowers cognitive load, raises perceived value and supports revenue (at least +10 %).

The solution

I added social proof — real users alongside logos of well-known companies. I moved the plan selection to an isolated spot where it’s clearly visible and transparently communicated. I trimmed the benefits down to the most valuable ones, so the value of the plan is clear even when skimming.

Why a full redesign rather than a small tweak? A/B testing is more effective when the variants feel distinctly different. Small changes treat symptoms, not causes.

The result

The A/B test ran for 3 weeks on a large enough sample (min. 90 % statistical significance). On average CTR (+16 %) and conversion rate (+12 %) went up, which positively affected revenue (+18 %).

Insight

People didn’t hesitate over price — they hesitated over the responsibility of the decision. At the moment of payment they don’t want the “cheapest option”, they want confirmation they chose right. The closer to the final decision, the more they fear the wrong choice — not the payment itself.