Nico Anandito

I have a two-person SaaS business, and for months I responded immediately to all support emails like there was a fire. I had to drop what I was doing and respond in the hour, saying sorry even when the bug was small. Then I was sick for a week and couldn't respond like that.

Retention did not fall. It increased slightly. My take: immediate responses were teaching the users to ask me instead of looking at the two-line documentation I had already written; the stress of "somebody might need me right now" was taking up my valuable fix time.

I sat down and wrote a five-email welcome sequence and felt pretty good about them. But then a friend said she would read them aloud to me over the phone.

I got about two sentences into the first one before I stopped myself. "We're delighted to have you here" is a sentence no one would ever say out loud. "Let's dig into why this is amazing," too.

Old design: three-column format, checkboxes included, mid-tier highlighted. Traditional. Conversion was about 1.8% between viewing the page and trial sign-up.

The copy was rewritten as narrative form. One sentence per plan that outlines what it is meant for, how I'd describe it if explaining it to someone at a meetup. "If you're just one person working on side projects, go for this. If you've got a team and need some accountability as to who made changes, then this plan is for you." Table included for those who would like the specifications.

Trials increased to 3%. Small sample size, four weeks long, so can't say anything about causation.

Thought this would be interesting for anyone who has tried pricing in plain language, helped you, seemed unserious to enterprise clients?