How testing SaaS pricing and the user journey helped Wistia double sales

We started out by launching an in-depth analysis of Wistia’s acquisition channels, users & website.

We quickly discovered that many visitors had already seen the Wistia video player on another website, and wanted to take a free trial straight away – without knowing the product’s other killer features.

We also found that the ‘elephant in the room’ had to be addressed: potential customers were going to compare Wistia to cheaper alternatives like YouTube and Vimeo – so we needed to help these users make an educated comparison.

Using data & insights, we launched a number of tactical experiments (on page design, layout), but our most impressive result on this particular project came from a strategic test we ran on Wistia’s different pricing plan options.

Most SaaS companies use the same pricing model: cheaper plans have limited features, and the more you pay, the greater the number of features you receive.

Screen shot of Wistia’s original pricing page: the more the user paid, the more functionality they had access to.

In our pricing test, we gave the same functionality to everyone, regardless of the plan they were on. Instead, we limited the number of videos users can upload – the more you pay, the more you can upload.

Screenshot of the new pricing page we were testing: all plans came with access to all features, but more expensive plans allowed users to upload more videos each month.

We hypothesized that this new model would allow Wistia’s new users to better understand the product’s proposition and functionality, which would in turn remove this barrier to conversion and increase sales.

“We constantly found ourselves saying things like ‘Thank God for Conversion'”

Andrew Capland Director of Growth