The Jungle Scout Marketing team redesigned the pricing page to enhance user experience, clearly communicate the value of each plan, address potential customer concerns, and create a streamlined path to purchase—ultimately increasing conversions and driving revenue growth.

Over time, this page has undergone only minor, incremental updates, and as the company has grown, it has outpaced the current version, making it no longer aligned with the brand’s needs or user expectations.

High customer churn driven by unclear and inconsistent messaging that fails to effectively communicate value

Limited informational value for users, leaving key questions unanswered and failing to fully address their needs resulting in refunds

Improve qualified leads for enterprise users

Design is no longer serving the brand's evolving identity

Inefficient way of updating the content of the page on the business side

Layout improvement to address ease of use for mobile users, especially the feature table

Centralize messaging to show what value users are going to get and align the messaging to match with the users end goal

Decrease churn by giving transparency on what is included in each plan

Increase customer acquisition, new billings, and ARR for small to medium businesses

Increase marketing qualified leads and sales accepted opportunity for enterprise businesses

PHASE ONE

With these tools, we’re able to gather the following:

By analyzing user behavior with a focus on the pricing page as the endpoint, we identified that a significant portion of users originated from internal pages such as the estimator, solutions pages, feature pages, and the homepage. Applying a data-driven, detail-oriented approach, we recognized an opportunity to improve continuity in messaging and tone between these entry points and the pricing page. By strategically aligning content across pages, we optimized the user journey, ensuring a seamless transition that maintained engagement and reinforced decision-making at checkout.

Observed user behavior patterns, revealing that upon landing on the pricing page, users immediately navigate to the pricing table, indicating a strong intent to compare options.

Identified usability inconsistencies where users were clicking on non-interactive colored text, suggesting a need for clearer visual cues to differentiate static content from actionable elements.

The team conducted a thorough assessment to define and finalize the project scope, timeline, and feasibility. This collaborative effort involved cross-functional alignment between the design team (3), developers (2), and the product manager, ensuring a well-structured and achievable execution plan.

PHASE TWO

Beyond improving the user experience and ensuring the pricing table’s mobile usability, the primary objective was to drive growth for small and medium businesses while expanding enterprise opportunities. The team applied a detail-oriented and strategic approach, focusing on:

Through collaborative efforts, we refined these elements to create a high-impact, growth-driven pricing experience.

Jungle Scout has a well-established brand identity, with clearly defined colors, fonts, and messaging. The previous design, primarily using greys and oranges, felt minimal yet incomplete. To enhance visual appeal and user engagement, we introduced tertiary colors, creating a more dynamic and inviting experience while maintaining brand consistency.

PHASE THREE

The new design introduces a compelling narrative that strengthens the page’s overall strategy, creating a more engaging, visually dynamic, and user-friendly experience. By opening new opportunities for exploration, it enhances both usability and impact.

The redesign was well-received during a company-wide town hall with 300 employees, where we showcased its improvements and strategic value. Below is a screenshot of the launched version, along with key results from usability tests.