Microsoft 365 · B2C · Word, Excel and PowerPoint apps
Put the pricier Family plan first as the default, above the Personal plan
Both plans sold more; the cheaper plan sold a lot more
Workedpaywallpricing
What they did
Reordered the paywall so Microsoft 365 Family ($9.99) is the default/top option instead of Personal ($6.99). The pricier option acts as an anchor, like seeing expensive items in a luxury store and buying a tie.
What happened
Both plans started selling more, and Personal (moved below) sold a lot more.
- Stage
- scale
In their words
Sub Club by RevenueCat · Optimizing your Keywords and Monetization ― Part 2 with Ramit Arora, Microsoft“So we made Family as a default subscription. So Personal used to be the default, and then we reordered it.”
“that when we reordered, both started selling more, and the one that went below, the Personal one, it actually started selling a lot more.”
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More from this episode
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- Microsoft 365: Swap out keywords you've ranked top 3 on for a year; add new ones monthly
- Microsoft 365: Use search ads to find keywords that bring paying users, then target them organically
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