Unpacking Costs, Unlocking Trust
Project at a Glance
The challenge
40%
drop-off at pricing due to hidden costs & mistrust
The solutions
Insurance coverage & cost verification
Redesigned pricing screens
Consult-first pricing experiment
The results
2x
better Month 1 retention + 15% conversion lift
🚨 Challenge
- 40% of prospects dropped at pricing.
- Surprise costs drove many Month 1 cancellations.
- Leadership feared transparency would depress conversions.
Timeline
6 weeks
(Discovery → Rollout)
validation
A/B tested
~10k users
Business impact
~3k retained users
per 25k cohort
Project at a Glance
The challenge
40%
drop-off at pricing due to hidden costs & mistrust
The solutions
Insurance coverage & cost verification
Redesigned pricing screens
Consult-first pricing experiment
The results
2x
better Month 1 retention + 15% conversion lift
🚨 Challenge
- 40% of prospects dropped at pricing.
- Surprise costs drove many Month 1 cancellations.
- Leadership feared transparency would depress conversions.
Timeline
6 weeks
(Discovery → Rollout)
validation
A/B tested
~10k users
Business impact
~3k retained users
per 25k cohort
Context & Problem Framing
In today's competitive market, businesses face numerous challenges that require innovative solutions. One such challenge is the significant drop-off at the pricing stage, primarily due to hidden costs and a lack of transparency. This issue not only affects customer trust but also impacts overall conversion rates.
business problem
Pricing confusion dragged down LTV and raised CAC pressure. Leadership hesitated to surface costs transparently, fearing conversion losses.
user problem
Confusion around insurance eligibility, billing cadence, and program scope created mistrust. Many subscribed without clarity and churned after the first billing.
Research & Insights
I paired funnel analytics with interviews and usability testing. AI-powered analysis helped synthesize messy survey and click-path data faster, pinpointing where expectations consistently broke down.
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Pricing Confusion
Drop-off at pricing due to uncertainty around costs
Weak Insurance Checks
Insurance "soft checks" offered no meaningful clarity
Service Confusion
Users lacked understanding of consults, meds, and coaching
This underscored the necessity of integrating transparency into the design to foster trust and improve the user experience.
Solutions
Insurance Hard Check + Redesigned PDPs
Replaced vague "soft checks" with real-time verification of coverage and out-of-pocket costs. Built individual, tailored pricing pages for insurance and self-pay flows, clarifying consult fees, membership, and medication expenses.
