Final Value Fee before and after

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.

We wanted to add more functionality to campaign-running, such as allowing more budget parameters, abandoned cart emails, and more discount types. And we wanted to charge for it. Challenge: create a popup screen customer saw on login that sold them on new features, but mentioned a fee. And make them be okay with it. How I did it: speak their language. If we do that, they’ll trust us more. We want them to know 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.