How we helped WotNot get +14% pricing page conversions and almost 2x their pipeline from blogs
WotNot is a no code chatbot and AI agent platform. Teams use it to talk to website visitors, find good leads, and answer customer questions without writing a line of code. It is built for marketing, sales, and support teams who want to save time and reach people faster.
Most people find WotNot the same way. They search on Google, land on a blog post, and read it to solve a small problem. Then they check the pricing page to see if the product fits their budget. From there, they start a free trial or ask for a demo.
That path makes two pages very important. The blog brings people in, and the pricing page helps them decide. WotNot’s organic traffic was already healthy, which meant the team had a big opportunity sitting right in front of them.
The challenge
WotNot came to us with a good product and steady traffic. Visitors were showing up every day. But when the team looked at the numbers, too few of them were turning into trials and demo requests.
We started with the pricing page, and the problem was easy to see. People arrived ready to look at plans, but the page asked them to do too much thinking. The plan names did not say who each plan was for. The compare table was long and hard to read on a phone. And there was no clear next step under each plan. Many visitors scrolled, felt unsure, and left.
The deeper issue was not traffic. It was what happened after the visit. The team had worked hard to bring people to the site, but the two pages that matter most were not helping those people take the next step.
“We had good traffic, but it was not turning into leads. People read our blog, looked at our plans, and left. We knew the pages were the problem. We just could not see where.”
Hardik Makadia
Co-founder at WotNot
Our approach
WotNot came to us with content already live, traffic already coming in, and one clear request: get more from the visitors we already have.
We kept what was working, fixed what was not, and built the pieces that were missing. We did not touch the topics or the tone of the blog, because those were part of why people liked it. Instead, we worked on the path a visitor takes, from reading a post to choosing a plan.
Most importantly, we measured success by what visitors did next, not by how many showed up. Pricing page conversion rate and pipeline from the blog became the two numbers behind every decision.
Here is how we did it.
The blog page traffic into trails
WotNot’s blog already got plenty of organic traffic. The problem was that readers came, read the post, and left. Very few of them became free trials or signups.
So we changed the layout of the blog pages. We added a sticky call to action banner that stays on screen while people scroll, so the next step is always within reach. We also put a better offer on each post that matches what that reader came for. That way the people who start a trial are the ones who actually fit WotNot.
We tried a few versions of the layout and the banner, and kept what readers used the most.
The pricing page to signups
Before, the pricing page was a list of price tiers with features under each one, and nothing more. We think of a pricing page as the point where people decide. At that moment they are not looking at the price. They are looking for a reason it is worth it. So we tested layouts that are known to work and changed one thing at a time. These are the changes that moved the number:
A badge on the plan most people choose, like “80% of teams choose this plan”
A monthly and yearly toggle, with 20% off for yearly billing
A plan comparison that is clear and quick to scan
Testing, then testing again
Pricing page conversion went from 1.5% to 14%. It did not happen in one release. Each change was a small test. Some worked and some did not, and we only kept what moved the number.
We kept improving the page for 3 months after the first version went live, because a pricing page is never really finished. Every round taught us something about what WotNot’s visitors needed to see before they felt ready to start.
Results
The traffic looked about the same. The difference is what visitors did next.
More visitors picked a plan and started a trial or asked for a demo. Same traffic, more sign-ups.
Blog readers now click through and book demos. Every post has a clear next step.
A short box in the middle of each post, matched to its topic, means ready readers don’t have to hunt for the button.
Pipeline is the money that is on its way in. It is every trial and demo request that could become a customer. A blog can bring in a lot of people, but only the ones who take a next step count.
Before the new layout, most readers read one post and left. Now many of them move on to the next step, and that is why pipeline from organic traffic almost doubled. Nothing about the topics changed. The path did.
The pricing page tells a similar story. A 14% lift in conversion rate may sound small, but everyone on that page is close to making a decision. A small lift there adds up to real revenue every month.
Together, the two changes work like one journey. A reader finds a helpful post, trusts what they read, sees a plan that fits, and takes the next step. Each page now does its part.
“We believed traffic was our growth engine, but none of it turned into free trials. Deven and UnOptimised showed us that in product-led growth the pricing page and blog funnel decide everything, and ours now converts at 14%.”
Hardik Makadia
Co-founder at WotNot
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