Mailbutler Pricing Page

The project was to remake Mailbutler’s Pricing page to make it easier to use and encourage more sign-ups. After the changes, the numbers improved a lot. Fewer users left the page without doing anything (20% less), and more users clicked to look at the subscription plans (15% more).

More people signed up, which showed that the new page helped users make good decisions. In the end, the new design made the Pricing page better to use and brought in more sign-ups.


This project aims to make more people buy from the Mailbutler pricing page by making the pricing plans clearer and more honest, showing the advantages of each plan, and using simpler words on the page.

Research and Discovery

To redesign the Pricing page, I conducted user research using various methods, including user surveys, website analytics, and user testing. The user surveys provided valuable insights into user preferences and pain points, although the response rate was low. Website analytics allowed me to understand user behavior on the Pricing page and identify areas for improvement.

By examining metrics such as bounce rate, time on page, and click-through rate, I optimized the user experience. Additionally, I used Hotjar to gain a deeper understanding of user behavior and preferences through heatmaps, scroll behavior, and user session recordings. User testing with unfamiliar users helped me identify specific areas for improvement and make design decisions to enhance the user experience.

Design Process

The design process for the Pricing page began with brainstorming initial solution concepts and sketching wireframes. The wireframes were then fleshed out to visualize the flow of the application, ensuring alignment with the defined funnel. User feedback was sought and incorporated to refine the wireframe.

The key challenges guiding the design included ensuring easy navigation and understanding, visual appeal, clear call to action, mobile optimization, highlighting product features and benefits, consistency with branding, and search engine optimization.

After thoroughly understanding the user and project requirements, ample time was dedicated to brainstorming initial solution concepts. Multiple solutions were considered, and wireframes of the most viable options were sketched. The goal was to create a user-friendly interface that met user needs and allowed for future scalability. The wireframes were then fleshed out to visualize the application flow, considering iterations to ensure visual appeal and functionality.

Feedback loops within the team were utilized to improve the design, incorporating suggestions and refining the solution to address user needs effectively. Different approaches and perspectives, such as user origin and email client usage, were considered to incorporate additional features and create a comprehensive design that met user needs.


After redesigning the Pricing page, we saw a big improvement in conversion rates. The bounce rate went down by 20%, and the click-through rate went up by 15%. Users also gave positive feedback, saying the information was clear and it was easy to choose a plan.

More registrations show that the updated pricing page is successful in improving conversions. It means our changes worked for visitors, helping them make better pricing decisions.