Ontraport Pricing
A pricing page where you build your own plan and watch the price change as you go.
Date: 2022
Type: UI/UX / Web design
Why: The old page buried what came in each plan and gave people no way to build the account they actually needed. They had to guess what they'd pay.
How: Mobile first. A floating sidebar that builds your plan while you compare. Feature toggles instead of fine print. A cleaner hero with the trust signals up front.
Who: Loren Lam (Design) / Angela Fornelli (Copy) / Derrick Zhang (Frontend)
Ontraport sells marketing automation to small businesses, and no two of them need the same setup.
A solo coach and a growing agency land on the same pricing page. The old page treated them the same. Packages were hard to tell apart, nothing could be customized, and the CTAs pointed in different directions, so even testing the page told us nothing.
The brand had moved on, and the page hadn't. It needed new tiers, new standards, and a way to price out your own account.
I led the redesign, collaborating with content writers, from research and wireframes through high-fidelity mockups, page graphics, and handoff to engineering.
