Pricing B2C2B

📊 Experiment Results

• +22% Conversion Rate
  The experiment led to a 22% increase in the conversion rate, indicating that more users completed the purchase process or the desired action.
  
  

• +29.5% Revenue per User
  There was a 29.5% increase in average revenue per user, reflecting higher economic value generated from each transaction.

🔍 Experiment Description

The experiment focused on optimizing the pricing and checkout flow to increase the average order value and improve clarity for different customer types (B2C vs. B2B). The key improvements were:

1. Segmented Plan Display

The pricing setup was redesigned to help users more easily identify which plans are intended for individual customers (B2C) and which for organizations or institutions (B2B).
➡️ B2B users can now directly purchase Genius and Master plans from the checkout.

2. Member Selector in Checkout

A new selector was added to allow users to add team members to their workspace directly from the checkout flow.
➡️ This simplifies team expansion and enables multi-seat purchases in a single step, increasing the average order value.

🎯 Goal of the Change

To optimize the purchasing experience and increase average order value by:

• Enabling users to add multiple seats in one transaction.

• Displaying discounts applied to seats during the initial purchase.

• Tailoring the flow to suit different user types (corporate and educational).
  
  

💡 Setup and Key Benefits

• Seat Expansion in Genius and Master
  Previously, only Master (Corp) allowed seat expansion at checkout. Now, Genius users can do the same, making it easier to scale from the start.

• First-Purchase Discounts
  Including seat selection in the first step allows for automatic discount application, encouraging larger purchases upfront.

• Cross-Sector Impact
  This change benefits both corporate (Corp) and educational (Edu) segments by improving purchase efficiency and perceived value.

✅ Conclusion

This experiment shows how a targeted UX improvement — in this case, within the checkout flow — can drive significant impact on key business metrics such as conversion and revenue per user.
A clear example of how user-centered design and strategic business decisions can align to fuel growth.