How Small Pricing Tweaks Drove Big Growth for ANNA’s Direct Response Campaign
Working on ANNA’s campaign was both a challenge and a thrill. We went all-in on direct response ads, tapping into a solid stream of new accounts that were already picking up on the backend.
Once we locked down which messages and ad combinations drove the best results, we kicked into high gear, using rapid A/B testing to chip away at customer acquisition costs (CAC).
The Experiment: Our big hypothesis was that tweaking just the price on the ad's UI could have a big impact on conversion rates. It sounds simple, but we believed that even a small price change could draw in different kinds of business owners. Each variation would speak to different people. Some might be established business owners with clear demands, while others might be freelancers just starting out and needing something affordable and flexible.
By splitting the pricing options, we could target and connect with each of these unique groups.
What We Learned: The results were fascinating. Certain price points resonated better with specific segments of business owners. Some prices were a hit with small businesses, while others seemed to attract solo entrepreneurs.
It confirmed that pricing does more than just inform; it’s a powerful signal that speaks directly to the audience’s specific needs and readiness to make a switch.