Pricing Strategy & Experimentation
Driving revenue impact through A/B tests, user interviews, and surveys to validate and scale the pricing strategy across multiple touchpoints of WordPress.com.
The challenge
Pricing is one of the highest-leverage surfaces in any SaaS product. At WordPress.com, it touches dozens of pages and flows — marketing site, in-app upgrade prompts, checkout. Small changes compound into significant revenue shifts, but the risk of getting it wrong is equally high.
The approach
I established a design-driven experimentation practice for pricing. Every change started with a hypothesis grounded in user research — interviews, surveys, and behavioral data. We designed experiments as paired variants, each isolating a single design variable so results were attributable and learnings were clean.
Key decisions
Rather than treating pricing as a single page, I mapped every touchpoint across the user journey and designed them as a connected system. Upgrade prompts in the editor, plan comparison tables, checkout flows, and the public pricing page all needed to tell a coherent story. We built a modular pricing component library that let us create test variants in hours instead of weeks — dramatically increasing experimentation velocity.