UserVoice · Metrics · Mid · 45 to 60 minutes

How should UserVoice price for conversion?

UserVoice is a SaaS product that helps companies collect, manage, and respond to customer feedback. Answer this product management case and get it graded line by line against a weighted rubric.

Metric design
Funnel analysis
Pricing judgment
Experiment design
Tradeoff communication

The situation

UserVoice is reviewing its self-serve growth funnel and pricing page. The CEO asks you, the PM responsible for acquisition and conversion, for a recommendation on two linked questions: when prospects should see paid pricing in the sign-up journey, and whether the current five-plan menu is helping or hurting purchase decisions. The company wants more paying customers, but the team is split on how to get there. Marketing worries that showing pricing sooner will depress sign-ups. Sales and support argue that many new accounts never become meaningful users and consume time without revenue. Finance wants clearer evidence that the plan lineup matches how customers actually buy. Why now: leadership needs to update the site and onboarding flow this quarter, and they do not want to ship messaging or packaging changes that look good at the top of the funnel but weaken downstream conversion. Assume you can analyze recent cohorts by sign-up source, 30-day activity, plan selected, and paid conversion, plus the share of revenue by plan.

What to produce

A 1 to 2 page decision memo.

Your answer must

State the core decision, the primary success metric, and 2 to 3 guardrail metrics.
Compare at least two options for when to show pricing in the sign-up flow, and give a point of view on the current five-plan menu.
Explain which funnel metrics matter most for this decision, including how you would evaluate account quality beyond raw sign-ups.
Propose a test or phased rollout with cohort cuts, timing, and clear success and failure thresholds.
Address what to do about users who joined under the previous pricing experience or plan structure.

Constraints

Base your recommendation on existing funnel, billing, and cohort data, not a long research program.
Do not assume a net-new product offering or a major rebuild of UserVoice.
Any rollout should be reversible and should protect current revenue while the team learns.

Format

Use sections: decision, metrics, recommendation, test plan, risks.

How UserVoice actually played it

UserVoice's CEO lists the sign-up and pricing changes the company made in order, with the data on each. Announcing paid plans cut sign-up growth in half overnight, but active accounts after 30 days doubled, so the lost sign-ups were poor-fit users. The post also shows how 77 percent of revenue came from two of five plans, with the middle plan acting as a wedge. A rare, number-driven look at SaaS pricing experiments.

Announcing pricing earlier can filter out tire kickers and show real customers.
Judge funnel changes by active accounts, not only sign-ups.
A wedge plan can make the neighbouring plans easier to choose.
Customers who joined before paid plans converted at roughly a quarter of the rate of later ones, so plan for migration.

Built from The Data Behind Purchasing Behavior at UserVoice: Pricing for Conversion (Part I) by Richard White, UserVoice (guest post).