VSiN, the sports betting network, faced a critical challenge: how to create, price, and present offers for their premium subscription, VSiN Pro.

One major concern was that introducing a ‘Football Special’ seasonal deal could potentially cannibalize annual subscription sales. With football season fast approaching, the network needed to act quickly.

So I devised a strategic plan…

I designed an A/B split test targeting non-Pro users. The control page featured three subscription options: monthly, annual, and a two-year plan. The test page included a similar setup but replaced the two-year plan with a seasonal ‘Football Special’ priced just below the annual subscription.

The goal of the test was to evaluate the conversion rates for each subscription type, factoring in revenue and customer lifetime value (LTV). The results were eye-opening.

After just two weeks, the data revealed outstanding results. Not only did the seasonal special page significantly boost overall subscription conversions, but the special’s price point acted as a decoy, making the annual subscription appear even more attractive.

Key results of the seasonal special variant included:

• 1.6x more annual subscriptions than the control.
• 1.6x more overall subscriptions than the control.
• 1.8x higher revenue compared to the control.

By validating the effectiveness of this offer, I implemented it as the new control and began planning additional pricing strategy tests to further optimize conversions and maximize revenue.