Key Takeaway
By restructuring the upgrade process and introducing a clear, value-driven comparison table, SwingU increased its average revenue per user by 14% and its average revenue per paying user by 13%. The redesign helped more users justify selecting higher-priced subscription plans, including a 78% increase in Yearly Pro membership selections.
Client Overview
SwingU is a top mobile golf app with over 7 million users worldwide. It provides golfers of all levels with rangefinding, scorekeeping, and shot-tracking tools. The app is free and has two paid subscription options: Plus and Pro.
Opportunity Background
The original upgrade experience was spread across multiple screens, and the comparison table excluded the free plan and actual pricing, making it harder for users to evaluate the service's value. More broadly, users exhibited hesitation toward in-app purchases, presenting an additional barrier. Research and testing revealed that users had difficulty comparing plans and often exited without engaging with plan selection because they didn’t always see the differences between free and paid features.
Solution
We redesigned the upgrade experience by combining the plan comparison and selection steps into one screen. The comparison table was made visible above the fold and improved with the following:
- Clear pricing (weekly and annual)
- Highlighted savings on yearly and Pro plans
- Content reorganized using the primacy effect to emphasize high-value features first
The Pro plan was pre-selected by default, and a large call-to-action promoted the seven-day free trial with risk-reversal messaging (“No commitment. Cancel anytime.”). Our goal was to shift users from emotional hesitation to analytical evaluation, highlighting the value of upgrading.
Results
The redesigned upgrade flow increased average revenue per user by 14% and average revenue per paying user by 13%. The percentage of users choosing the more expensive Yearly Pro plan increased by 78%, suggesting a substantial change in perceived value. In addition to revenue growth, user progression through the funnel improved by 25%.