We redesigned the fee payment flow, which required users to make a first deposit from which the fee would be withdrawn.

Because our fee was higher than competitors, we knew clarity and trust were critical. Funnel analysis showed drop-offs at key steps, and we saw recurring Customer Support inquiries about the initial charge.

To address this, we introduced several changes:

• A more appealing first screen to encourage users to start the process

• A dedicated step with clear instructions and FAQs

• Upfront information about the refund process (added later)

• Improved affordances in the payment method selection

• Better integration with Customer Support at the decision point

  
  

These updates led to a 35.1% increase in click-through rate on the paywall screen, with a statistically significant result (SPR 95%).