Growth Experiments
Improving starts and conversion through iterative experiments.
This is a collection of growth experiments that I designed while working with the Growth Pod at Skillshare. They focus primarily on the checkout experience but also span logged-out surfaces.
Strike-thru at checkout
After Skillshare lowered its annual price, the Growth Pod wanted to explore capitalizing on the moment.
The experiment ran for 3 months due to legal limitations, so this was pretty exploratory. Ultimately, the experiment yielded positive results, but none were statistically significant.
Hypothesis
Adding small visual tweaks to checkout highlighting the lowered price with a price strikethru & ‘new low price’ messaging will improve checkout-to-start rate.
Results
Checkout-to-Start (U.S.): ~0.39% increase, not stat sig
% of Annual vs. Monthly starts (U.S.): ~3.3% increase in annual plan uptake, not stat sig
Annual Renewal: ~1.2% increase, not stat sig,
