We all love annual subscriptions for their simplicity — they get you money upfront (even if you have to defer the income on your balance sheets) and they reduce churn.But how to you get your prospects to choose an annual plan over a monthly one?Highbeam Research, the subject of this week’s Case Study on our sister site, Subscription Site Insider, tested their way to their optimal solution: Present the annual subscription price as a weekly price on the registration page.As you can see in the image below, Highbeam presents it $199.95 annual subscription price as $3.85/week. Analytics Manager Sarah Hough informed me that the site tested offering a whitepaper and other graphic elements, but the $3.85/week offer performed the best, leading to a 22% lift in sales per visitor.

But that’s not all! The site continued to test, and found optimal price points to lengthen account lifetimes and when a one-time discount deal for an annual subscription would perform best. To learn the details of those tests, read the Case Study today!