Welcome to my post about what “powers 28% of the internet” (congrats to WordPress on the 1% growth, up from 27%!) and why WordPress should care.
Plans to Change
My concern with WordPress lies in its “Plans” page, where users select among free and paid plans. A couple of weeks ago, I navigated here as I was considering an upgrade to enable video content and eliminate ad banners for my readers. Unfortunately, the verbiage and icons on the Plans landing page deterred me from exploring further, and I abandoned the task altogether.
The copy is really what kills this page. As a user, I want to know which features are in each plan so that I can differentiate one plan from another and choose the one that works for my purposes.
The only useful text in that regard is “Get your own domain.” That specific text illustrates the value for which I am paying to upgrade from a “Free” to “Personal” plan. On the other hand, “Just get started,” “Supercharge your site,” and “Take it to the next level” are vague, unhelpful feature differentiators. It is also not obvious whether “Business” is a higher level than “Premium” or “Business” and “Premium” are equivalent top-tier levels for different types of users.
Overall, I would recommend compelling language that highlights a top feature of each plan to help users differentiate among options.
The icons successfully convey a pricing tier. However, they are a poor choice to represent much else mainly because I disagree with the implication that pencils < ballpoint pens < fountain pens. Each of these tools have their own purpose and are the tool of choice by experts in their respective domains. This ambiguity furthers confusion in selecting the plan that would be useful for various use cases (e.g., what is the difference between ballpoint pen 1 & ballpoint pen 2?).
Why is this a Priority for WordPress?
WordPress should prioritize this entire experience leading up to and following the Plans landing page as other sites would prioritize a shopping experience –because that is what it is! Paid plans are a revenue channel for WordPress, so the experience of selecting and paying for a plan should be as frictionless as possible.
It may be helpful to think of landing pages as open or closed doors –they are part of your user’s journey to get to the destination. Good landing pages help users arrive at their destinations faster; poor landing pages make users work a lot harder to get to their destinations –or encourage users to abandon their journey.
In my case, I was actually willing to fork over money for an upgrade. I had already found value in WordPress’s current offering and wanted to invest more in its product. It should have been seamless for me to make this purchasing decision, especially with a high willingness to pay. Unfortunately, the landing page was confusing on multiple levels and made me abandon the journey.
Use Compelling Language
WordPress’s home page is a great example of compelling language that encourages users to continue on and explore.
Previously as a new user, I was intrigued by this fact that was previously unbeknownst to me –“Wow, WordPress makes up 28% of the internet?!!” That number really validated and legitimized WordPress as the product to use for my next site. Now as a current user, every time I see the homepage, I feel awesome that I am a part of a broader community.
Originally published at chrissyha.com on July 29, 2017.