When I joined WW's Growth team, I was assigned with a critical mission: increase customer conversion. My goal was to find innovative ways to optimize the purchase funnel, not only to attract new and returning customers but also to convert them at a higher rate. This involved reimagining the user experience on both mobile and web platforms to make the journey from prospect to subscriber as seamless as possible.

23% increase in conversion rates after Pricing Page Redesign (Test 1).

23% improvement in customer lifetime value (LTV) resulting from Test 1.

$20 million projected revenue increase due to successful implementation.

Over 5 minutes average time spent on the pricing page before redesign.

70% of new subscriptions are from returning members valuing in-person workshops.

No significant lift in conversion from Simplified Pricing Display (Test 2); test deemed inconclusive.

6 months duration over which the two major tests were conducted.

3 membership plans originally presented, contributing to cognitive overload.

Highest click-through rate (CTR) observed for the Digital 6-month plan.

Five most common offer structures analyzed to understand pricing complexities.