Boosting Conversion: Pricing Page Redesign
project overview
Gorgias is a customer service platform that centralises communication from various channels (email, chat, social media) into one interface. It uses automation and AI to streamline support tasks, improving efficiency and customer experience, especially for eCommerce businesses. Gorgias aimed to streamline, simplify, and enhance their pricing page to help prospective customers assess their subscription options more effectively and improve conversion rates. As the product designer on this project, I led the end-to-end design process, from research and insights to user flows and high-fidelity designs, ensuring a seamless and user-centric experience.
Client
Gorgias
Year
2024
Category
Web Design
Agency
We Discover
Approach & challanges
The redesign of Gorgias’ pricing page began with a thorough evaluation of the existing experience, uncovering pain points and opportunities to enhance functionality and clarity. A complex competitive review was carried out to assess industry standards and identify unique ways to present Gorgias’ pricing structure more effectively.
With these insights, a more intuitive pricing flow was developed to reduce confusion and enhance usability. The flow was simplified into three clear steps, offering users a guided experience that helped them feel more confident in their decision-making while providing all the necessary information. At the end of the process, an interactive summary panel displayed the selected options with details, while still allowing users to make changes. This approach streamlined the process, providing clarity and guiding users through each step.
Afterwards, wireframes were designed and continuously improved through collaborative feedback sessions with the Gorgias team, ensuring they met both user expectations and business objectives. High-fidelity mockups were then designed using the Gorgias design system, focusing on clarity and optimisation for increased conversions.
To bring the new experience to life, interactive prototypes were built in Figma for both desktop and mobile, showcasing key interactions such as the ticket slider, pricing calculator, and pricing tiles animations. The final stage involved close collaboration with the development team, providing QA support to ensure the implemented design matched the intended vision.
results
The feedback received highlighted that the redesigned pricing page flow was successfully optimised and simplified, resulting in a more intuitive user experience. Users found it easier to navigate through the pricing options, which contributed to a smoother decision-making process. As a result, the updated design led to an improved conversion rate, with prospective customers more confidently selecting their subscription plans.
