Final Value Fee Before and After
Background
PayPal discount campaigns used to be very simple—we asked them a few key questions and a discount was emailed to all current customers. And it was completely free. If customer was interested, they saved it to their PayPal wallet and redeemed when bought.
Problem
The business said, “What if we added a lot more customer service to the campaign functionality? What if we gave merchants more control over their campaigns, such as budget parameters, abandoned cart emails, and more discount types? And charged for it?”
Solution
Popup screen merchants saw on login that sold them on new features, but also explained they’d be charged a fee.
How I did it
Clarity and transparency while speaking their language. We want them to know that their success is also ours.
Before
New features and pricing is clear in the headline. But what is the price and how does it work? The new features look nice. But there’s a lot of ambiguity here. Customers hated this. And because value wasn’t clearly communicated and we were too sneaky about the price, customers couldn’t get past the headline in testing.
After
Headline introduces the fee portion in a way that communicates value. Yeah, you’re going to pay for this. But we’re so upfront about exactly how this is going to go, customers relaxed and trusted us more.
Campaign creation is still free. Run all the campaigns you want.
Communicates how the new functionality boosts customer profits. We only make money if you do.
Make clear what the fee is and when you pay it and when you don’t. Competitors like Google and Facebook charge per click, so we wanted to make sure people understood how they were charged.