Increasing the revenue by understanding the why behind signing up
Increasing the revenue by understanding the why behind signing up
How one month of research uncovered why a product people loved was not making the money it deserved. (And we fixed that ✌️)
How one month of research uncovered why a product people loved was not making the money it deserved. (And we fixed that ✌️)
Client
Confidential
Services
Conversion
The Summit
Year
Client
Confidential
Services
Conversion
The Summit
Year
Numbers tell you what is happening. They do not tell you why it is happening.
Millions of people were using the free version of our client's app and not upgrading to premium. The data was clear but the reason was not… That is where Expedition UX came in: to understand why people (do not) sign up.
One month. Eight users. One answer that changed the monthly revenue.
Numbers tell you what is happening. They do not tell you why it is happening.
Millions of people were using the free version of our client's app and not upgrading to premium. The data was clear but the reason was not… That is where Expedition UX came in: to understand why people (do not) sign up.
One month. Eight users. One answer that changed the monthly revenue.
Challenges
Understanding why users did not convert when they clearly loved the product
Following real user journeys without influencing them
Uncovering assumptions the whole team had stopped questioning
Turning a single insight into a fast, testable solution
What we did
Rather than sitting users down for interviews, I followed 8 real people through their natural experience of trying out a new app, from the moment they downloaded it to the moment they decided whether to pay or not. Each person logged what they did, what they felt and what confused them, in their own time, in their own words. No leading questions, no researcher staring at them. Just people living their lives with an app and telling us what that was actually like.
Rather than sitting users down for interviews, I followed 8 real people through their natural experience of trying out a new app, from the moment they downloaded it to the moment they decided whether to pay or not. Each person logged what they did, what they felt and what confused them, in their own time, in their own words. No leading questions, no researcher staring at them. Just people living their lives with an app and telling us what that was actually like.
What we found
Users loved the product, that was absolutely not the problem. The problem was that most of them had no idea what the product actually costed. And the ones who had thought about it assumed it was more expensive than it actually was, so they never clicked. Not because they did not want to pay, because they never got to the moment of finding out the price was completely reasonable. The barrier was not value, it was visibility, and that is an easy fix!
Users loved the product, that was absolutely not the problem. The problem was that most of them had no idea what the product actually costed. And the ones who had thought about it assumed it was more expensive than it actually was, so they never clicked. Not because they did not want to pay, because they never got to the moment of finding out the price was completely reasonable. The barrier was not value, it was visibility, and that is an easy fix!
What changed
We ran an AB test showing the price of the product clearly and early. Sign-up rates went up. Revenue went up. The fix was not a redesign, a new feature, or a six-month roadmap. It was a number, in the right place, at the right time. Along the way we also uncovered insights around habit formation and how users build a routine with a new app. But the price? That was the one that made the money.
We ran an AB test showing the price of the product clearly and early. Sign-up rates went up. Revenue went up. The fix was not a redesign, a new feature, or a six-month roadmap. It was a number, in the right place, at the right time. Along the way we also uncovered insights around habit formation and how users build a routine with a new app. But the price? That was the one that made the money.
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Copyright © 2026 Expedition UX
EXPEDITION UX
Copyright © 2026 Expedition UX
EXPEDITION UX
Copyright © 2026 Expedition UX