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.

Summary of Key Data Points

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.

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