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Hypothesis to test:

If we modify how the features of the different packages are visually presented, then due to the increased visual weight and guided design, users will have greater clarity in deciding which package is ideal for them. This, in turn, will increase the registration rate for the “schedule your demo” event, which is on the pricing table.

Problem / Opportunity

Through the observation of the current state of the pricing section on the kaydu.io page, possible visual optimizations were identified.

Proposed Solution

Making a visual modification following some laws of behavioral psychology to induce a choice.

Observation

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Hypothesis for the design optimization of pricing tables

Hypothesis

If we change the design of the main closer package, making it more attractive, we can boost the conversions.

Websites

https://www.kaydu.io/precios

Devices: Desktop, tablet y mobile

Key KPI: Conversion rate of “schedule your demo”.

Duración: 2 weeks

MDE: Due to the current traffic and conversions, a statistically rigorous A/B test will no be implemented. Instead, a controlled implementation will be conducted.

Secondary KPI

Time spent on this page

Changes:

Package content
Visual weight
Preselected option

Experiment

CONTROL

VARIANT

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What are the design principles with which we can estimate a positive outcome?

Design rationale

Link to documentation:

Principle of contrast:

https://medium.com/kubo/the-law-of-contrast-designing-for-emphasis-c540084de059#:~:text=In%20the%20realm%20of%20design,degree%20of%20difference%20is%20amplified.

Von Restorff effect:

https://lawsofux.com/es/efecto-von-restorff/

Center stage effect:

https://www.researchgate.net/publication/247353185_Position-based_beliefs_The_center-stage_effect

The changes proposed in our hypothesis respond to the following behavioral sciences:

Contrast
Center stage effect
Von Restorff effect

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Hypothesis for the design of pricing tables.

Prototype

https://www.figma.com/proto/Fgq9eTvQ4zVqSBBRoCiGor/Kaydu-s-Design-System--Copy-?page-id=745%3A49&node-id=804-10314&viewport=-1391%2C221%2C0.35&t=3mrqmMxxODaqIHZG-1&scaling=scale-down&content-scaling=fixed

Notes

The currency change is an additional proposal that will have to be analyzed.

Design

Specs

MOCKUPS

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Hypothesis for the design of pricing tables.

Results

🧠Problem / Opportunity

Through the observation of the current state of the pricing section on the kaydu.io page, possible visual optimizations were identified.

Hypothesis

If we change the design of the main closer package, making it more attractive, we can boost the conversions.

📈Main KPI

Click on “Agenda tu demo”

💡Observations and learnings

Based on measurements conducted through Hotjar during the period from September 2023 to October 2023, we obtained the following data:��September 2023��Site visitors: 453�Click on “agenda tu demo”: 6

Conversion rate: 1.32%��October 2023�

Site visitors 453�Click on “agenda tu demo”: 8�Conversion rate: 1.77%

�Conversion rate increment: 0.45%