The "Before"

Morningscore's old pricing page had a lot of room for optimization.

Several things stood out to me:

• Headline was too brand-focused (too metaphorical) without a clear value prop
• Too many distractions in the hero and right above the pricing table
• Pricing-tier persona descriptions were in the wrong place
• Feature copy was not clear enough
• Pricing card CTAs were non-specific, high-friction, and had poor placement
• Monthly/Annual toggle was not easy to see or click
• No FAQs
• Free-trial offer was easily missed
• And a few other things

As you can see, a simple pricing page has so many moving parts, and many of them have a ton of room for improvement.

Here is the BEFORE:

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The "After"

For the pricing page optimization project, I recommended:

• A new header andsubhead
• Restructuring of the pricing cards
• Clearer feature copy with better use of tooltips
• Lower-friction pricing card buttons with more specificity
• Better use of customer review quotes
• Bigger spotlight on the free-trial offer
• And a few other things ;-)

Here is the new pricing page:

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