Providing clarity in moments of uncertainty

The main reason Dashlane users convert to Premium is to sync passwords across their devices. But the language around this can be confusing.

Context

User research told us that most users wanted to sync their data across 2-3 devices (e.g., personal computer, phone, work computer). We noticed that when they attempted to add a second device, they often hesitated and chose not to upgrade to Premium.

Process

We ran user testing to understand how users perceived the paywall screen. We found that the term “multi-sync” didn’t reflect users’ mental models of how Dashlane worked. We asked them to explain the sync process in their own words, and we recorded the results.

Solution

I rewrote the copy, using exact words that users had said in our testing sessions.

Results

The new version provided much-needed clarity and a 12% increase in conversion compared to the original version.