PricingPublished 2026-07-17 · public disclosure
Explain a packaging change from the existing customer’s point of view
How Heidi Health approached pricing.
What they did
Heidi’s plan-change guide maps old subscription names to new names, explains retained access, and distinguishes an optional higher-tier trial from an existing paid plan. It says trial expiry does not automatically charge for the higher tier.
Reported outcome
The published guide gives existing customers a concrete way to understand the transition; it does not report a conversion or retention lift.
An idea to test, from Afterlaunch
When changing packaging, the customer’s first questions are what they keep, what changes and what they will pay.
Small experiment: Before a plan change, test an old-to-new comparison with five existing customers and ask them to explain their future bill.
A company’s reported outcome doesn’t prove one tactic caused it. Treat this as a hypothesis.
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