Results: Which subscription plan won?

Annual subscription only

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Option to subscribe monthly or annually

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Which subscription plan won?

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Difference Between Versions:

Version A – Subscription table, offering only an annual plan
Version B – Similar subscription table, offering both monthly and annual plans


Key Performance Indicator (KPI): 

Orders/visit


Test Goal:

Increase subscriptions

 

Traffic Source:

Direct traffic, from within North America

 

Audience: 

Included all visitors from the U.S. and Canada

 

Organization: 

Autodesk - Makers of AutoCAD, the 3D CAD modeling software

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Test Run By and For

Autodesk

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Adobe Target

WINNING VERSION

B

Poll Results - The Best Guesses:

Which subscription plan won?

  • Version B
  • Version A
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The version with BOTH the monthly and annual plans won!

Read on to find out more. . .


Test Details & Background:

Autodesk, the makers of AutoCAD, the popular 3D CAD modelling software conducted this smart subscription test in-house, on their own site.

The goal was to see if offering both a monthly and annual plan would increase subscriptions, resulting in more orders/visit. Or, if adding the monthly option, along with the annual option, would create visual clutter and too much choice, resulting in fewer people converting.

 

Poll Results - The Best Guesses:

Which subscription plan won?

  • Version B
  • Version A
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8
COMMENTS: Tell Us Your Thoughts.

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Deborah OIvan BurmistrovWendy M Recent comment authors
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Wendy M
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Wendy Melemed

This is a great test, and I love all of the research you added to support the findings!
I would think that adding the monthly option also makes the price commitment seem more manageable. It may be easier to make a purchase decision for $225 monthly as opposed to $1,800 all at once.
As for the next test, I would recommend a pricing test where the 3rd option is just a little bit more than the second option. This may entice more people to size up to the more expensive package. Of course you’d measure success by rpv.

Ivan Burmistrov
Guest

I do not think this case is about “choice”, it’s about “software”. Many customers need a particular software for doing one-off projects that may last for a few days or several weeks. They definitely don’t want to pay for a yearly subscription. My hypothesis is that offering even shorter subscription periods than a month may further improve CR. It would be also interesting to look at the RPV, because in this context RPV may be more important than CR.

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