Being a subscription-based business model, Tickertape's success was very much dependent on the number of active subscribers. Our primary objective was to get more of our users to sign up for a paid subscription version.
We already had a dedicated page but that wasn't helping alot in terms of retaining power users to our platform. we started digging more into this problem by looking more into it.
We began the process by observing user’s behaviour on our pricing page. We looked into the quantitative data using Google Analytics and Mixpanel, heatmaps and user recordings from Hotjar. We found that a-lot of users coming to our Pricing page but the conversion rate was significantly low from there. And we were significantly losing the retention number also from the segment of users opting who were opting for trial plan.After speaking to some of our active and power users, we came across multiple issues.
🙋♀️ User Issues
1️⃣ Unawareness of auto-debit of amount for one month plan (After trial/ End of every month)
2️⃣ Difficulty in plan cancellation