I've been working on a new design for Repeat Customer Insight's pricing page.
It's been functional and describes what each level of account receives, but it was designed a long-time ago when the app had fewer features and only needed a paragraph or two.
Now that the app has matured some, the design isn't working for it and sowing confusion.
Nick D from Draft who does a lot of conversion optimization often recommends A/B tests to make sure design changes end up improving your store. But A/B tests require a level of traffic that my app's pricing page doesn't meet.
Instead I've used another tool Nick's given me for low-traffic websites:
Or in easier words, rules-of-thumb and expert opinions.
I've been using my own experience as a developer (and halfway designer) along with the opinions of designers I trust to help guide the design. The design will probably be better and measurably better, but it's a risky change without the safety net A/B tests provide.
It'll be what I call A-then-B test... first I see how one version works (old version), then I replace it with the new one and compare.
(and yes I know that's cheating statistically-speaking but at least it's giving a cool sounding name to what a lot of people end up doing)
If you have the traffic levels though, real A/B tests can work very well. Back when I used ads, I used A/B testing and got my conversion costs way down (50-100+% ROMI for the ad-geeks out here).
But the real power with them comes from testing parts of your store and having the hard data to backup design decisions. Which is something Nick D has done quite well with.
Soon I'm hoping I can share the new pricing page design and outline the major conversion elements that I changed. Some might directly apply if you sell subscriptions but even if you don't, there are many standard conversion principles at play.
P.S. In case you're wondering, this is purely a design change for Repeat Customer Insights. The actual prices aren't changing at all, just how the page looks.