Case study · Zendrop · E-commerce · Pricing · UX + CRO
Making a pricing page easier to choose from
A pricing redesign that makes the plans easier to compare and the price the clear focus.
The problem
What was getting in the way
Zendrop's pricing page had overwhelming text on the Plus Coaching card, distracting elements, weak visual hierarchy, price cards that blended together, copy that wasn't strong enough to convert, and limited usability across the rest of the site.
The approach
How I tackled it
I rebuilt the page around choosing a plan: clearer messaging, a monthly and annual billing toggle, a calmer neutral background with less bold colour, and the price as the main detail on each card. I explored two design options and scrapped others along the way.
Key decisions
The calls that shaped the result
Price first
Price became the primary detail on each plan card, so people can compare at a glance.
Less copy, more clarity
I cut the text on the cards and made features easier to digest, with tooltips that explain individual features without crowding the page.
Calmer visuals
A cleaner neutral background and less bold colour removed distractions and let the recommended plan stand out.
The result
What changed
[TODO: add the outcome, such as the lift in plan selection or trial starts, or whether it shipped.]