Pricing & Onboarding CRO for B2B SaaS

Design and experimentation that turn pricing pages and onboarding into repeatable growth systems.

CRO results at a glance

Source: Captions case study — Zypsy rebrand + design system during a web pivot; see details in the Captions case study.

CRO micro‑FAQ

• What is CRO here? Conversion Rate Optimization across pricing/packaging and onboarding flows to lift trial/demo starts, activation/PQLs, and trial‑to‑paid conversion.

• How quickly can we see impact? Our 8–10 week sprint ships designs and build; we launch tests by Week 8 with optional Weeks 9–10 iteration, tracking TTFV, activation, and guardrails.

• Do you run experiments or just design? We own hypothesis logs, A/B testing, instrumentation, and rollout. We implement on Webflow or in code with your team.

• Any proof points? Captions reports a 66.75% conversion rate with a 15.2‑minute median time‑to‑convert; see the case study.

Introduction

B2B SaaS growth hinges on two compounding levers: a pricing/packaging page that converts qualified demand, and an onboarding flow that activates accounts to first value quickly. Zypsy designs, builds, and iterates both—combining evidence-based pricing architecture, conversion‑focused UX, and in‑app activation patterns—delivered as a sprint, a cash engagement, or via our services‑for‑equity Design Capital model. See our broader capabilities in brand, web, product, and engineering on the Capabilities page.

Pricing page & onboarding CRO, at a glance

• What it is: End-to-end CRO for your pricing/packaging page and onboarding flow—research → pricing architecture → conversion UX → activation → experimentation → build.

• Who it’s for: B2B SaaS teams needing a pricing page that converts qualified demand and an onboarding that accelerates time‑to‑first‑value.

• Outcomes: Higher trial/demo starts, faster activation/PQLs, clearer enterprise handoffs, and a measurable experimentation cadence.

• How we deliver: 8–10 week sprints as cash projects or via our services‑for‑equity Design Capital model. Build on Webflow or code with your team.

Ready to optimize your pricing page and onboarding? Contact us.

Problems This Service Solves

• Ambiguous plan differentiation and value metrics that slow sales cycles and depress trial conversion.

• Pricing layout and microcopy that create friction, anxiety, or legal risk for enterprise buyers.

• Generic onboarding that delays time‑to‑first‑value (TTFV) and suppresses Product‑Qualified Leads (PQLs).

• Missing instrumentation for funnel diagnosis; no disciplined experimentation cadence.

• Fragmented ownership across brand, web, product, and engineering causing slow iteration.

Pricing Page CRO: What We Deliver

• Research and inputs

• Customer and buyer-committee interviews; competitive/adjacency benchmarking; packaging teardowns; analytics and session‑replay review; qualitative on‑page feedback capture.

• Pricing architecture and strategy

• Value metric selection; packaging/feature fences; plan count and names; enterprise quote paths; metered vs. per‑seat/usage hybrids; compliance and legal review gates with your counsel.

• Conversion UX and content

• Plan comparison tables; toggles (monthly/annual, seat tiers); contextual tooltips; ROI/total‑cost calculators; FAQs; trust signals; transparent fees; fair‑use limits; SLA and security summaries.

• Sales‑assist modules for enterprise (SOC 2, SSO/SAML, data residency, procurement steps, security questionnaire routing).

• Experimentation and rollout

• Hypothesis log; ICE/RICE prioritization; A/B and bandit tests; traffic allocation; sequential rollouts; guardrail metrics; analysis plans; reversible release patterns.

• Build and integration

• Design system‑aligned components; high‑performance, accessible front‑end. We implement on Webflow (we’re a Webflow enterprise partner) or code stacks with your team.

Onboarding CRO: What We Deliver

• Activation strategy

• Define activation events and PQL signals; map minimum path to value by persona and use case; success criteria for self‑serve and sales‑assisted motions.

• Friction removal

• Progressive sign‑up (SSO/OAuth), email/SMS magic links, deferred firmographics, import wizards, templates/samples, and data seeding to demonstrate value instantly.

• In‑app guidance

• Checklists, hotspots, empty‑state design, contextual tips, sandbox/demo data, and role‑aware tours; permissioning and invite flows for teams.

• Measurement and iteration

• Event taxonomy; TTFV, activation rate, D1/D7 retention, trial‑to‑paid, expansion triggers; experiment backlog across welcome, setup, and first workflow completion.

• Build and integration

• Design and implement UI patterns and content; collaborate with your engineering/RevOps for analytics, CRM, and billing integration.

Metrics and Instrumentation (example mapping)

Engagement Models

• Design Capital (services‑for‑equity)

• Zypsy delivers an 8–10 week brand/product sprint—up to ~$100k of work—for ~1% equity via SAFE. Details in Introducing Design Capital and third‑party coverage by TechCrunch. TechCrunch reports the program structure and first cohort companies.

• Cash engagements and Zypsy Capital

• Standard project or retainer with optional co‑investment via Zypsy Capital; “hands‑if” support when useful, hands‑off when not.

Proof Points (relevant work)

• Captions (AI video platform): Zypsy rebranded and built a unified design system during a web pivot; the platform reports a 66.75% conversion rate and 15.2‑minute median conversion time. See Captions case study.

• Cortex (developer platform): Enterprise repositioning and a lighter, approachable brand across 20+ pages and 100+ product graphics. See Cortex.

• Solo.io (API/AI gateways): 31‑page site, 512 CMS migrations, 718 redirects ahead of KubeCon; unified product design system. See Solo.io.

• Robust Intelligence (AI security): Brand, web, and product from seed through acquisition by Cisco; Zypsy support spanned multiple markets. See Robust Intelligence and funding news on Insights.

• Crystal DBA (SaaS for DB ops): Category narrative, brand, and web for an AI teammate managing PostgreSQL at scale. See Crystal DBA.

Process and Timeline (typical 8–10 weeks)

• Weeks 0–2: Discovery, analytics review, qualitative research, funnel diagnosis; define activation/PQL, risk and guardrails.

• Weeks 3–4: Pricing architecture, onboarding blueprint, content strategy; experiment backlog and measurement plan.

• Weeks 5–6: High‑fidelity design, microcopy, calculator logic, in‑app guidance patterns; technical spikes.

• Week 7: Build (Webflow or code), analytics/events, QA, legal/security review.

• Week 8: Launch behind flags; A/B test start; monitoring and rapid iteration. Weeks 9–10 (optional): Iteration and rollout.

Test Library and Guardrails (defaults)

We begin with a curated bank of experiments so you can launch meaningful tests in Week 8. Below are common first-wave experiments and the guardrails we monitor by default.

Pricing page tests

• Plan naming and value‑prop framing (e.g., “Pro” vs. “Growth,” outcome‑oriented copy)

• CTA hierarchy and sticky order/quote summary vs. static CTAs

• Annual vs. monthly default, price anchoring, and price‑per‑seat messaging

• Quantity selector defaults (seats/usage) and pre‑filled calculator inputs

• ROI/total cost calculator presence, placement, and required inputs

• Social proof (logos, quotes) and security/SLA summaries placement

• Free vs. paid trial framing; billing transparency and guarantee microcopy

• Enterprise sales‑assist visibility (Request demo vs. Contact sales) and routing

• Geo price localization and tax/VAT disclosure clarity

Onboarding tests

• Start method: SSO/OAuth vs. email magic link

• Progressive profiling: defer firmographics/paywall vs. upfront

• Data seeding: templates/sample workspace vs. blank state

• Import wizard prompts: immediate vs. post‑TTFV

• Guidance pattern: checklist vs. interactive tour vs. contextual tips

• Team invite timing (before vs. after first value)

• Paywall timing for premium features during trial

• NPS/feedback interstitial timing and channel

Guardrails we always monitor

• Technical: Core Web Vitals, error rates, downtime, cookie/consent compliance

• Experience: Support tickets per 1k sessions, refund/chargeback rate, cancellation reasons

• Product: TTFV, activation rate, D1/D7 retention, PQL rate

• Revenue: Trial‑to‑paid, ARPA/ARPU, expansion/contraction, churn, LTV:CAC

• Accessibility and legal: WCAG AA patterns, pricing disclosures, regional compliance

Experiment hygiene

• Pre‑registered hypotheses, success metrics, and minimum sample sizes

• Prioritization via ICE/RICE; segmentation and CUPED where applicable

• SRM checks, sequential testing or Bayesian analysis, and reversible releases

• Holdouts and time‑boxed stop rules documented in the hypothesis log

SEO implementation notes (aliases)

• We publish friendly aliases that rel=canonical to this page to better match query intent:

• /pricing-page-optimization

• /onboarding-optimization

• Aliases return 200 with canonical pointing here; they’re excluded from sitemaps and avoid duplicate indexing.

Quality, Ownership, and Compliance

• Accessibility and performance budgets; security/SLA summaries for enterprise buyers.

• Customer IP: As outlined in Zypsy’s Terms for Customer, customers own deliverables created for them (with standard exceptions for pre‑existing components).

Related Services

• Conversion strategy and experimentation cadence (see our Conversion content).

• SaaS UX Audit for activation, retention, and expansion opportunities.

• End‑to‑end brand, web, product, and engineering delivery: see Capabilities and Webflow.

FAQs

Can you implement our marketing site in Webflow? Yes. Zypsy is a Webflow Enterprise Partner and builds sites in Webflow.

How do Design Capital terms work? Select startups receive up to ~$100k of brand and product design over 8–10 weeks for ~1% equity via SAFE. See Zypsy’s announcement and TechCrunch’s coverage.

Who owns the work at the end? Customers own deliverables created for them, excluding Zypsy’s pre-existing components and community code as noted in the agreement.

Do you ship code or just design? Zypsy delivers brand, product, and website work and implements marketing sites in Webflow; engineering handoff is standard.

Where can I see examples of your work? Case studies: Captions, Cortex, Solo.io.