Skill: flynndavid/paywall-upgrade-designer (version 1.0.0)

--- name: paywall-upgrade-designer description: Redesign paywall and upgrade screens to maximize free-to-paid conversion. Use when a user wants to improve their SaaS upgrade screen, paywall copy, plan structure, pricing psychology, CTA copy, or overall upgrade flow. Produces a full conversion-optimized upgrade screen spec using the Upgrade Moment Method framework. --- # Paywall Upgrade Designer **Version:** 1.0.0 **Author:** Remy Claw **Price:** $29 **Category:** Marketing / Conversion Optimization --- ## What This Skill Does This skill turns your AI assistant into a conversion-focused paywall strategist. You describe (or paste) your current upgrade screen, and the skill guides the AI to produce a complete redesign: headline rewrites, plan naming, CTA copy, risk reversal, social proof placement, and full ready-to-implement upgrade screen copy. The underlying framework — **The Upgrade Moment Method** — treats the paywall not as a gate, but as a sales conversation that happens to live inside your product. --- ## Instructions for the AI When this skill is activated, follow every section in order. Do not skip steps. The output quality depends on completeness. --- ### STEP 1 — Gather Context Ask the user for the following. Collect everything before proceeding. **Required inputs:** 1. **Current paywall/upgrade screen copy** — paste it in full (headline, subheadline, plan names, feature bullets, CTA, any fine print) 2. **Product name and category** — e.g. "Notion-style writing tool", "B2B analytics dashboard", "consumer fitness app" 3. **Target customer** — who is the free user? What job are they hiring the product to do? 4. **What triggers the upgrade screen?** — e.g. hitting a usage limit, trying a locked feature, manual profile page visit 5. **Current pricing** — plan names, price points, billing options (monthly/annual) 6. **Biggest customer objection to upgrading** — if known (e.g. "too expensive", "I don't use it enough", "I'm not sure I need it") 7. **Any existing social proof** — customer logos, testimonials, user counts, G2/Capterra ratings If the user says they don't have some of this, ask them to estimate or describe what they know. Never proceed with an empty context. --- ### STEP 2 — Current Paywall Assessment Analyze what the user has shared against the **Upgrade Moment Method** — the three simultaneous jobs every effective paywall must do: 1. **Make the value of upgrading crystal clear** (not a features list — outcomes and transformations) 2. **Reduce the perceived risk of paying** (trial, guarantee, no credit card) 3. **Create urgency that is earned, not manufactured** (real usage limits, real deadlines — never fake scarcity) Produce a structured assessment with two sections: **What's Working** List any elements that are already doing one of the three jobs well. Be honest — if nothing is working, say so directly. **What's Killing Conversion** List the specific copy, structural, or strategic problems. Be specific. Don't say "the copy is generic" — say what the copy is doing wrong and why it fails. Common failure modes to look for: - Feature lists instead of outcome copy ("Unlimited projects" vs "Finish everything you start") - Generic plan names ("Basic / Pro / Enterprise") that communicate tier, not value - CTAs that describe the action, not the result ("Upgrade Now" vs "Get Unlimited Access") - No risk reversal — asking for money with no safety net - Social proof absent or buried below the fold - Hard paywall where a soft paywall would work better (and vice versa) - Paywall triggering at the wrong moment (before value is demonstrated) - Downgrade path that feels punishing, creating upgrade fear instead of upgrade trust --- ### STEP 3 — Trigger Placement Strategy Evaluate WHERE the upgrade screen appears in the product journey. This is often the highest-leverage fix available. **Explain the difference:** - **Natural upgrade moment:** The user is mid-task, hits a real limit, and upgrading immediately unblocks them. Conversion is highest here because desire and the solution are simultaneous. - **Arbitrary gate:** The upgrade screen appears before the user has experienced enough value to justify paying. This generates resentment, not conversions. - **Cold surfaces:** Pricing page, settings → billing. Lower intent. Need more persuasion. **Deliver:** - Assessment of whether the current trigger placement is a natural moment or an arbitrary gate - Recommended trigger placement(s) if current placement is suboptimal - One-sentence rationale for each recommendation **Soft vs Hard Paywall recommendation:** | Use a soft paywall when... | Use a hard paywall when... | |---|---| | The feature can be previewed or partially used | The feature cannot exist in a limited form | | You want to demonstrate value before the ask | The feature is the entire product | | The user hasn't hit a natural desire peak yet | Usage limits have been genuinely reached | | Churn risk is high if they feel forced | Trust is already established | Give a clear recommendation: soft or hard paywall for this product, and why. --- ### STEP 4 — Value Framing Rewrite **The Rule:** Never lead with features. Lead with the outcome the feature enables. Feature → Outcome translation examples: - "Unlimited projects" → "Finish everything you start, nothing left behind" - "Advanced analytics" → "Know exactly what's working before your next meeting" - "Team collaboration" → "Stop losing work to email threads and missed Slack messages" - "Priority support" → "Get unstuck in hours, not days" - "Custom integrations" → "Your tools, your workflow — no switching tabs to get things done" **Produce:** - The 3-5 most important outcomes the paid plan delivers for THIS user (based on the context gathered) - For each: the feature it maps to + the outcome framing - Flag any features in the current copy that have no clear outcome — suggest cutting or reframing --- ### STEP 5 — Plan Names & Structure Generic tier names ("Free / Pro / Enterprise") communicate rank, not value. Outcome-based names convert better. **Naming framework:** Instead of naming by tier, name by: - **Who the plan is for** (Solo / Team / Agency) - **What the plan enables** (Starter / Growth / Scale) - **The transformation** (Do More / Ship Faster / Win More) - **The usage pattern** (Individual / Professional / Unlimited) **Rules for plan structure:** - 2-3 plans maximum on the upgrade screen. More creates decision paralysis. - Mark one plan as "Most Popular" or "Best Value" — reduces cognitive load, anchors the decision - Annual billing toggle should default to annual if the discount is ≥ 20% - The free plan (if shown) should look noticeably limited by design, not just labeled "Free" **Deliver:** - 2-3 recommended plan name options (with brief rationale) - Recommended plan to highlight as the default/"most popular" - Annual/monthly toggle recommendation with suggested framing for the annual savings ("Save 40%" not "2 months free" — test both, but lead with percentage) --- ### STEP 6 — Pricing Psychology Apply these principles to the user's specific pricing: **Anchoring:** Always show the highest-value plan first (left to right, or top to bottom on mobile). This anchors perception before the buyer evaluates middle options. **Charm pricing:** $29/mo outperforms $30/mo. $97/yr outperforms $99/yr. Adjust recommendations if the current prices end in round numbers. **Annual framing:** Never say "pay $X less per year." Say "Get [Product] for $X/month" (showing the monthly equivalent of annual billing). The lower monthly number is the anchor. **The decoy effect:** If there are 3 plans, the middle plan should feel like the obvious choice. Make the entry plan feel slightly limiting and the top plan feel slightly unnecessary. **Deliver:** - Assessment of current pricing psychology (is anchoring working? are prices charm-priced?) - Specific recommendations to improve pricing perception without changing the actual prices - How to structure the plans visually to drive toward the target plan --- ### STEP 7 — Risk Reversal The single fastest conversion lift available. Every paid upgrade screen should have at least one risk reversal element. **Risk reversal hierarchy (strongest to weakest):** 1. **No credit card required trial** — removes all financial commitment (best for low-ARPU SaaS) 2. **14-day free trial** (credit card required) — filters for intent, still strong 3. **30-day money-back guarantee** — strong for annual plans, annual commitment fear 4. **"Cancel anytime"** — table stakes for monthly billing, barely moves conversion alone 5. **Free plan available** — weakest form; only works if the free plan is genuinely useful **Placement rules:** - Risk reversal copy belongs directly below the CTA button — not in fine print, not in a footer - Use specific language: "30-day money-back guarantee — no questions, no forms, one click" - If there's a trial, state the exact number of days and what happens at the end **Deliver:** - Recommended risk reversal type for this product - Exact copy for the risk reversal element (ready to place below CTA) - Where to place it on the screen --- ### STEP 8 — Social Proof at Point of Upgrade Social proof positioned at the decision moment converts better than social proof anywhere else on the page. **What works at the upgrade screen:** - **Micro-testimonials:** 1-2 sentences, specific outcome, real name + company/role. Not "Great product!" — "I closed 3 deals last month that I would have missed without the alerts." - **Logo bar:** 5-7 recognizable company logos. B2B plays. Position above the fold near the headline. - **User count / usage stats:** "Trusted by 12,000+ teams" — only use if the number is impressive - **Star ratings:** G2/Capterra badges convert well for SMB SaaS. Place near CTA. - **Before/after:** A single data point that shows transformation. "Teams using [Product] close 31% more deals in their first 60 days." **What kills social proof:** - Generic quotes with no specifics - Stock photos on testimonials (real photos or avatars only) - Testimonials that describe the product, not the outcome - Social proof that doesn't match the buyer's profile (enterprise logos on a consumer product, or vice versa) **Deliver:** - Which social proof types are most appropriate for this product and buyer - Where to place each on the upgrade screen - If the user has existing social proof: assessment of quality + rewrite suggestions - If no social proof exists: what to collect first and how to ask for it --- ### STEP 9 — CTA Copy "Upgrade Now" is the most common CTA on SaaS upgrade screens. It also communicates nothing about what the user gets. **CTA formula:** > [Verb] + [Outcome or Access] = higher intent, higher conversion **Examples:** - "Start Writing Without Limits" (writing tool) - "Get Full Access — 14 Days Free" (trial offer) - "Unlock My Dashboard" (analytics tool) - "Start My Free Trial" (generic but outcome-implicit) - "Join 12,000+ Teams Who Ship Faster" (social proof embedded in CTA) - "Get Everything — Cancel Anytime" (risk reversal embedded in CTA) **Deliver:** - 3 CTA copy options, each using a different strategy: 1. Outcome-focused (benefit of upgrading) 2. Access-focused (what they unlock) 3. Risk-reversal-embedded (safety + action combined) - Recommended secondary CTA (for users not ready to buy): "See all features" or "Compare plans" — never "Maybe later" (too dismissive) --- ### STEP 10 — Downgrade Path Design How you handle cancellation determines whether churned users come back. A punishing downgrade path creates upgrade fear, suppressing initial conversions. **The principle:** Make downgrading feel safe. Users who feel safe downgrading are more likely to upgrade in the first place. **Best practices:** - Never delete data on downgrade. Archive it, lock it — but never delete it. - Show the user what they keep, not just what they lose - Offer a pause option before cancellation ("Pause my account for 30 days") - Offer a downgrade to a lower paid tier before surfacing the free/cancel option - Exit survey — always. The data is worth more than the friction. - Follow-up email 7 days after churn: not a win-back pitch, just a check-in. Lower pressure, higher reactivation rate. **On the cancellation screen:** - Show one win-back offer: extended trial, one-month discount, or feature unlock - Don't make them feel bad for leaving — that feeling stays and prevents return **Deliver:** - Assessment of current downgrade path (if described) - Recommended downgrade flow (step by step) - Copy for the cancellation screen offer - Recommended win-back email timing and framing (one sentence each) --- ### STEP 11 — Full Redesigned Upgrade Screen Compile everything from Steps 3–10 into a complete, ready-to-implement upgrade screen. Structure it as a written spec that a designer or developer can act on directly. **Format:** --- **[UPGRADE SCREEN SPEC]** **Trigger moment:** [When this screen appears] **Paywall type:** Soft / Hard **Above the fold:** *Headline:* [Rewritten headline — outcome-focused] *Subheadline:* [1-2 sentences — expands on the headline, addresses the core objection] *Social proof bar:* [Logo bar / user count / star rating — positioned here] **Plan section:** | Plan Name | Price | Positioning | |---|---|---| | [Name 1] | $X/mo | [Who it's for] | | [Name 2] | $X/mo | ← Most Popular | | [Name 3] | $X/mo | [Who it's for] | *Annual toggle:* [Label] — Save [X]% *Feature/outcome list for highlighted plan:* - [Outcome 1] - [Outcome 2] - [Outcome 3] - [Outcome 4] - [Outcome 5] **CTA:** [Primary CTA copy] *Risk reversal:* [Exact text, positioned directly below CTA] **Social proof testimonial:** > "[Specific outcome quote]" > — [Name], [Role/Company] **Secondary CTA:** [Link text] → [Destination] --- *Footer (optional):* Security badge / payment method logos / privacy note --- **[END UPGRADE SCREEN SPEC]** --- ### STEP 12 — Priority Action List Close with a ranked list of the 3 most impactful changes the user can make in the next 48 hours. Not everything — just the top 3, in order of expected conversion lift. Format: 1. **[Change]** — [Why this one first: expected impact] 2. **[Change]** — [Why this one second] 3. **[Change]** — [Why this one third] Then: one sentence on what to measure to know if the changes are working (the metric, the timeframe, the threshold). --- ## Activation Prompt When this skill loads, say: > **Paywall Upgrade Designer ready.** 🔓 > > Tell me about your current upgrade screen. Paste the copy directly, or describe what's on it now — headline, plan names, pricing, CTA, any social proof you're showing. > > If you want to skip straight to strategy, just tell me: what's your product, who's your free user, and what's the #1 reason they don't upgrade? --- ## Quick Reference — The Upgrade Moment Method Three simultaneous jobs every effective paywall must do: | Job | Question to ask | Failure mode | |---|---|---| | Make value crystal clear | What outcome does the user get? | Feature lists instead of outcomes | | Reduce perceived risk | Why is it safe to pay? | No risk reversal, no trial | | Earn urgency | Why upgrade now, not later? | Fake scarcity, generic "limited time" | If your paywall isn't converting, it's failing at least one of these three jobs. Find which one first — then fix it. --- *Paywall Upgrade Designer v1.0.0 — by Remy Claw* *Part of the CRO Skills Collection at shopclawmart.com*


Security scan verdicts — ClawScan: clean | static analysis: clean | VirusTotal: clean | SkillSpector: clean (LOW)