Content

Initial data

Understanding the task

Research

Hypothesis

Design Process

Testing

Handoff to Development

Results

Reflection

Initial data

Yandex Plus is a subscription that bundles access to various Yandex services for a fixed monthly fee. The subscription includes access to Kinopoisk and Yandex Music, as well as cashback in the form of points for purchases made through Yandex Food, Lavka, Market, Yandex Go, Yandex Afisha, Travel, Drive, Gas Stations, Services, Tips, and Scooters.

The upsell is part of the group of payment interfaces, which help Yandex services grow the product metric ARPPU (Average Revenue Per Paying User).

The payment interface group includes several solutions. There is the checkout scenario, when a user subscribes. There is gift, when a user enters a promo code. And there is upsell — an interface for selling additional products, shown right after the checkout. It’s one of the key upselling mechanics in the subscription and has a significant impact on ARPPU.

There are several types of upsells:

• Intro: The user gets a free trial period for a limited time. When it ends, they pay the full price.
• Trial: A lower-priced plan compared to full price — for example, 1 ruble. The trial is also limited in time, after which the user is charged the full price.