Deliverable
Landing Page UX Strategy Copywriting
Year
2025

NBI Subscription Page Redesign

Objective

Turn a confusing pricing page into a conversion machine.

The page was dense, visually overwhelming, and asked visitors to make too many decisions before they even understood what they were buying.

I identified the problem on my own, built the case for a redesign, and executed the new page from strategy through launch.

The Before

Six friction points killing the conversion.

The original page broke down on execution. Here's what I flagged before touching a single pixel.

NBI subscription page before redesign
Before — state selector, buried billing toggle, spreadsheet-style comparison table
1
Pointless state selector
A dropdown filtering by state — but the difference was only a handful of courses. Not a deciding factor for anyone, just noise that added an unnecessary decision.
2
Hidden billing toggle
The monthly/annual toggle was visually buried, leading to constant customer service calls from people who didn't realize annual billing existed.
3
Tiny, forgettable pricing
Prices were tucked into a dense comparison table in small gray font. On a $99–$129/month page, pricing needs to be the hero — not an afterthought.
4
Spreadsheet-style hero
The above-the-fold section looked like a feature matrix. Row after row of checkmarks with no emotional reason for a visitor to care.
5
Marketing mush mid-page
Generic benefit statements that read like filler. Nothing specific or memorable that moved a visitor closer to subscribing.
6
Zero social proof
No testimonials, no logos, no names behind any claim. Visitors were expected to convert on product copy alone.
My Process

Identify. Simplify. Build.

I spotted the problem, connected it to business impact, proposed the redesign, and built it myself.

01

Audit & root cause analysis

I mapped every element against what a visitor needs to convert: clear pricing, a confident value statement, and social proof. Anything that didn't serve those three goals was a candidate for removal.

02

Reduce decisions, increase clarity

I removed the state selector entirely and redesigned the billing toggle as a prominent, clearly labeled visual switcher. Pricing moved front-and-center at a size that actually commands attention.

03

Simplify the plan comparison

Replaced the spreadsheet table with a clean card layout focused on key differentiators. I also added an expandable dropdown on the All Inclusive card — a circle + icon reveals the full list of what's included in the OnDemand pass, so visitors can see everything they get without the page getting cluttered.

04

Replace filler copy with real credibility

The generic benefits section came out. In its place: real firm logos in an animated scrolling bar, animated counters on the three key stats (40+ years, 100K+ reviews, 1,000+ new courses/year), and testimonials with actual names attached.

05

Layer in UX details that do real work

Added a sticky CTA that appears as visitors scroll toward the bottom of the page, giving them a direct path back up to subscribe without having to scroll all the way back. Small detail — measurable impact.

NBI subscription page after redesign
After — prominent billing toggle, large pricing, expandable plan details, animated social proof, sticky CTA
Outcome

The page did its job.

After launch, the data confirmed what the design logic predicted — less friction, more conversions. Bounce rate dropped, subscription volume increased, and customer service saw fewer billing confusion calls almost immediately. Stripping out the noise and making the page easier to read turned out to be more effective than anything that had been on it before.

↓ Bounce
Bounce rate dropped — visitors stayed and engaged instead of leaving
↑ Subs
Subscription volume increased — a clearer page made the decision easier
↓ CS Calls
Billing confusion calls dropped after the toggle became an unmissable switcher
Takeaway

Good marketing pages remove decisions. Great ones make the right decision feel obvious.

This project wasn't assigned to me — I identified the problem, built the case, and executed the solution independently. The most impactful marketing isn't always new campaigns or bigger budgets. Sometimes it's fixing the page that's already in front of your customers.