CRO: Test removing monthly payment option and matching WP.com plans UI

[richardmuscat]

Summary

Test what impact removing the pay monthly option has on Jetpack Plan sales.

Hypothesis

We introduced a monthly payment option in early 2016 to provide a cheaper entry point and to match VaultPress/Akismet options. Now that we have the Personal plan providing a cheaper entry point by default, removing the monthly option might increase overall sales and revenue.

Test detail

• 50/50 traffic split on all places we show Jetpack plans, ie: all JPC routes and /plans
• Original: current version
• Challenger: remove the monthly/yearly switcher and modify text
• Ideal launch: Thursday, 2nd March (or earlie), or Monday, 6th March (to avoid Friday)

Mockup of challenger

The principle here is to just match WP.com plans UI, meaning:

• Crossed off price is the "full" monthly price
• List price is the monthly "discounted" price
• Instead of Monthly/Yearly selector show the "per month, billed yearly (i)" line

Considerations

We will look at:

• Overall conversion rate %
• Number of subscribers and total revenue
• Split between plan types

Also, at this stage deliberately choosing to leave marketing messages on various sites as is. If challenger wins, we'll look at updating references to monthly payment.

cc @rickybanister @bubel