Time-Tracking App
Upgrade Campaign (Spec)
Going from a free to a paid subscription is a lot to ask for. But persuasive copy makes it feel natural, not pushy.
Landing pages with a big ask (like buying, upgrading from free to paid, etc.) require a lot of convincing. But things like relevant information about your product and a strong understanding of your audience’s needs/pain points aren’t enough. You also need a clear brand voice and actionable copy.
For a landing page with a big ask, I prioritize clarity and urgency. Rather than settle for desperate fear-based sales tactics, I rely on your customers’ needs and your product’s features/benefits.
Overview & Goals
- Convert free users into paid subscribers
- Emphasize feature gaps between free and paid
- Target a specific segment of the audience
- Increase perceived ROI of a paid plan
I would focus on...
- The SaaS product's features/benefits
- Audience questions & pain points
- Emotions like urgency, FOMO, comparison, etc.
Section 1 - Hero Section
Grab attention & summarize the value of upgrading.
Headline options
- The Value Prop (more results-focused)
- The CTA (reveal your offer upfront)
- The Superlative (what the product is best at)
Subheading options
Subheadings aren’t required, but they’re great for adding extra details without sounding too long-winded.
Click here to view the full landing page.
One CTA or two?
It depends. For branding campaigns, one is ideal, since you’re not pushing a big ask (like a sale or free trial).
Does there HAVE to be a CTA?
Not necessarily, but it’s very common. Even if users don’t click on it, a CTA button in the hero section clues them in on what you want them to do in the end. Since upgrading is a big ask, it may be better to save the CTA button for a later section of the landing page.
Section 2 - Comparison
Help users visualize what's in store for them when they upgrade.
Headline options
- The Agitator (highlighting a pain point + rubbing it in)
- The Value Prop (more results-focused)
- The Superlative (what the client is best at)
- The CTA (reveal your offer upfront)
Layout options
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Click here to view the full landing page.
What if my tool has multiple pricing options?
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How do you know which features to include or not include?
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Section 3 - Call to Action (CTA)
Don't leave your readers hanging. Guide them to the next step.
Headline options
- The Agitator (highlighting a pain point + rubbing it in)
- The Value Prop (more results-focused)
- The Superlative (what the client is best at)
- The CTA (reveal your offer upfront)
Subheading? Body text?
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Click here to view the full landing page.
Long or short button text?
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What if they still don't want to upgrade?
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