Pricing Estimator

Leveraging physcology to drive conversion rate.

The Challenge

While general pricing guidelines to use The Pill Club’s services were listed in various places, research uncovered that users were hesitant to trust phrases such as “free” or “$0” as they were “waiting for the other shoe to drop.” A lack of pricing awareness (read: trust) was determined to be one of the top 3 reasons users abandoned the onboarding process.

My Role

- Worked with vendors Segment and Amplitude to obtain a contract with a BAA.
- Collaborated with stakeholders to define milestones in patient onboarding.
- Identified all onboarding funnel events to be tagged, as well as the naming conventions to be used.
- Created reports, including a a conversion funnel, using the newly tagged events.
- Identified points of churn in the funnel and presented upon an executive-level shareout.
- Co-lead a stakeholder workshop to brainstorm UX/UI experiments based on the insights.

The Outcome

Users who engaged with the pricing estimator converted at a rate 857.66% greater than those who didn't.

The Solution

Must Have

Incorporate the key factors in Rx pricing

To keep the project low-effort and -cost, a real-time benefits check is deemed out of scope. Instead, use key inputs like region, health plan, and contraceptive brand to calculate the fees and cost for past users.

Must Have

90th Percentile Effect

Calculate the 90th percentile price for every variation of inputs. Use that value in the design; everyone see's themselves in the 90th percentile.

In addition, we made the payers happy - they don't like when their members are shown cash prices.

Must have

Gateway into Onboarding

Mitigate friction for users who are moving through the conversion funnel.

Should Have

Prime the User

Break down the pricing structure now so the user doesn't feel scammed and churn at checkout. Transparency is queen.

Should Have

Illusion of Labor

Making users wait for a thing they've sought out creates the appearance of customization. They'll be excited in spite of needing to pay a cost.

Could Have

Highlight the Free

Without creating clutter, highlight the total value of the purchase. Freebies are the cherry on top.

The Output