Overview
Rocket Lawyer mostly sold a monthly membership and subtlety promoted an annual membership only on the pricing page. As an initiative to increase annual memberships for SMBs, I worked with the product team and led the redesign of a new pricing page along with how we communicate the value it delivers among all our other services.
Solution
The main challenge was to highlight the value of a Rocket Legal+ membership while also keeping the monthly membership and creating differentiation. My approach was to be transparent with pricing and highlight the "plus" was getting the professional legal help. The visual design solution is flexible and expresses a complete legal solution for RL+ and empowering our customers while promoting individual services.
Result
The new pricing page and pricing components on other landing pages have helped increase annual membership with sustained conversions of up to 4x from before. This was also achieved with minimal marketing of the new annual membership.
Work
Branding / Website / Icons / UX patterns / Messaging