Mobile Paywall
Invoice Simple
Subscription paywalls serve a key role in establishing trust with software as a service (SaaS) buyers by outlining crucial information such as feature packages, pricing and promotions. Every new Invoice Simple subscriber begins their journey here.
Role: Lead product designer
Platform: Mobile
Launched: 2024
Result: Grew purchase conversion by 18% and annual recurring revenue by over $300K
Context
Invoice Simple's 2024 business objectives included optimizations to the new user journey. A funnel study identified a “paywall to purchase” drop-off as a key area of opportunity.
Working with a product manager and five engineers, I led a redesign of the Invoice Simple paywall to streamline our buyer experience.
Business Bottlenecks
Prior to the redesign, the paywall emphasized introducing new users to Invoice Simple rather than presenting subscription plan details.
Consequently, we hypothesized that space was being put to waste by “reselling” the product to users already familiar with it.
Scrolling, not Seeing
Users needed to scroll past a value proposition section followed by testimonials before seeing any information about paid plans.
Inefficient Presentation
The previous organization of subscription plans and their respective feature lists made it difficult to make comparisons between different tiers.
Design Solution
By reworking visual design and restructuring information hierarchy, we sought to deliver an experience that helps users decide which Invoice Simple plan best fulfills their business needs.
The new paywall design is grounded upon three following principles:
- Simplicity
Avoid using large bodies of text
- Progressive disclosure
Introduce details incrementally
- Transparency
Arrange information for easy consumption
Layout Organization
Refinements were driven primarily by two variables: plan type, and plan duration. Paginating by duration enables users to compare all subscription types side-by-side.
Collapsible Cards
Surfacing critical information while minimizing bloat proved to be a delicate balance to attain. Collapsible cards display a short summary of each plan and provide the option for users to see its associated features.
Tracked Selection
A bottom-fixed call-to-action (CTA) enables users to scroll through the paywall without losing track of their selected subscription plan.
Results
The launch of the new paywall design addressed the user funnel drop-off by growing key business metrics and uncovered further opportunities.
