SQUARE ONLINE FREE TRIALS
Show, Don’t tell the value of square online paid plans
< CARIENT
EXPERTISE
Design, Strategy
PLATFORMS
Responsive web
DELIVERABLES
UI, UX, Concept, Strategy
the goal of free trials is to Give sellers to ability to meaningfully engage and experience our paid features. free trials provides them the access to explore functionality and features without the full commitment.
our goal
As a result of the Square Online Repricing project, we re-allocated many high value features to paid plans and with our goal of increasing SaaS plan adoption, the question we were looking to answer is how do we allow free sellers to experience and see the value and benefit of Square Online paid plans? We knew through competitive analysis Square Online had an advantage with our forever free plan offering. From there we looked at user research and designed an experiment to test our assumptions.
THE EXPERIMENT SETUP
14-day TRIAL
COLLECT CREDIT CARD info
DRIVE PLUS + PREMIUM
DE-EMPHASIZE FREE
ONBOARDING + UPGRADE only
NEW SELLERS ONLY
OUR SUCCESS METRICS
20-25% LIFT (~$35K)
DO NOT DECREASE so signup
DO NOT DECREASE PREMIUM
v1
For our first iteration, we designed our plan selection page using a split screen approach. It’s not the typical plan comparison layout but it gave us the opportunity to showcase the value a seller will be getting from Square Online specifically the customization features. It also allowed us to scale to include the themes workstream which was more visually heavy.
Our split screen plan selection page
billing summary
Being mindful of the length of the flow, we condensed our checkout screens to one where previously we had term length and payment on 2 separate screens. A challenge we faced was our decision to collect credit card information upfront. How do we alleviate some of the emotional discomfort and risk of drop off? Our principle has always been to be transparent and clear, so we added a detailed breakdown of exactly how much and when a seller will be charged.
RESUlts
Timing was crucial for this project as we launched 2 A/B experiments within weeks of each other. 1 that included Free Trials + Themes in the US and 1 that was just Free Trials internationally. As we started getting results, we had to iterate immediately. Here were some of the key takeaways:
lots of drop off before plan selection
Hard to compare between plans
Too many steps to get started
hard to tell which plan offered trials/themes
annual price was intimidating
launch & iterate
For our next few iterations, our goal for Free Trials was to simplify the plan selection page and checkout. We wanted to get users through the onboarding and into the product to actually see the value. So after a number of quick iterations, we landed on the “Default to Plus” experience. We only showed Plus upfront while allowing users the option to compare all plans in the industry standard layout.
Default to Plus
"See all plans"
Checkout
Next Steps
We will continue to optimize the experience by iterating and testing. As we introduce new features and functionality, our plans, onboarding flows and initial assumptions will need to change. Some larger changes involve testing the step of theme selection, removing the credit card info step, and even potentially removing a plan.