Personalized pricing recommendations: Grammarly's A/B test

The bottom line

Grammarly raised upgrade rates by 10-20% by recommending pricing plans based on how users answered an onboarding questionnaire. Tailoring plan suggestions and the pricing page to stated needs aims to lift both engagement and conversions.

Key takeaways

• Questionnaire answers drive the plan recommendation. Plans are matched to what each user says they need.
  • The onboarding flow collects responses and uses them to suggest a tailored plan.
• The pricing page changes to reflect each user's needs. The recommendation carries through to the point of purchase.
• The test produced a 10-20% increase in upgrade rates. This is the reported result of the personalized approach.

The test

Grammarly's onboarding uses a questionnaire to recommend personalized pricing plans.

• The updated onboarding flow customizes plan suggestions from user input.
  • The app is Grammarly and the category is onboarding.
  • The pricing page is updated to reflect the user's needs.
• The aim is to boost engagement and conversions.
  • Personalization is the lever used to get there.

The result

Upgrade rates rose by 10-20%.

• The reported gain is a 10-20% increase in upgrade rates.
  • The test was first written up on growth.design as a case study of Grammarly's onboarding survey.