From Feature Grid to Value Story
Freelance project for CloudQA — a no-code testing automation platform. Their pricing page was a static comparison table that confused more than it converted.
The Problem
The old pricing page listed features in a grid. Every plan looked the same. Users couldn't quickly understand which plan fit their needs, and the page was haemorrhaging potential conversions.
My Approach
I restructured the page around a narrative of value, not a feature checklist. Each tier tells a clear story: who it's for, what you get, and why it's worth it. The comparison table still exists, but it's secondary to the headline messaging.
Key Changes
Reframed tiers around user personas, not feature counts
Added visual hierarchy so the recommended plan is instantly obvious
Built trust through social proof and transparent FAQ placement
Reduced cognitive load — users make faster, more confident decisions
