Amplitude Plus
Amplitude aims to achieve product-led growth by implementing a self serve subscription plan to enhance free-to-paid monetization.
Background
There are currently three primary methods for our free customers to upgrade to paid accounts, all of which involve contacting sales: utilizing an in-product call-to-action, responding to overage notifications with calls-to-action, or receiving outbound sales outreach.
No paid feature is available to for users to purchase via self service outside of the Scholarship plan
Our research indicates that our Starter users are not interested in upgrading because of the high price point
Problem
Provide an annual and monthly serve subscription plan for smaller companies in order for them to be able to enjoy some of the premium features.
Solution
The Subscription Plan offered a range of features and capabilities that met smaller company’s needs, including:
- Advanced user behavior tracking that enabled companies to understand complex usage patterns and identify areas for improvement
- Automated data analysis and reporting that saved the team valuable time and resources including multi-metric, multi-dimensional analyses in a single view
- Personalized insights and recommendations that enabled the team to quickly optimize the user experience and improve retention rates
- Collaborative analytics tools that allowed team members to easily share and collaborate on data and insights
My Role
I led end to end design from ideation through final designs. I ran research to understand user needs as well as built working prototypes to help developers understand the new concept.
Impact
We saw a 3% increase in the number of orgs which upgraded to the Plus plan in the first 2 quarters after launch. We were able to hit our annual revenue goals
User Research
I conducted generative user research with 10 participants, examining their activities across various social media platforms. Our aim was to determine:
a) Whether the pricing page layout and information makes sense to the users who are interested in the purchase
b) Is the checkout process simple enough for users to be able to successfully complete the transaction.
After synthesizing the results from interviews, we found that;
Current pricing and packaging is making sense to the users and they are easily able to complete and manage their subscription plans. There are a few feedbacks on how to make feature discovery more easy so users understand the functionality before making the purchase.
Final outcome
