Landing page CRO: 140% more premium conversions for a privacy extension

anonymoX’s browser extension for Chrome and Firefox lets people browse anonymously, get round geo-restrictions and protect their personal data. The free version was popular, but the premium upgrade page wasn’t converting. The message was unclear, the calls to action were weak, the layout was cluttered and it didn’t work well on mobile, so visitors left without upgrading.

The best time to sell premium is when the free version runs out. We wrote the page for the moment users reach their free daily allowance: it explains in plain language what happens next, slower speeds for the rest of the day, and why premium fixes it, then goes straight to the plans.

We reworked the plans so the value is obvious: longer plans framed as plain savings (“1 year for the price of 6 months”), a clearly recommended option, one call to action per plan and “Cancellable anytime” under every button. Under the headline “Get a VPN fit for a VIP”, the copy does the selling without the clutter.

We audited the site’s copy for style and keyword performance and rewrote thin, duplicate and outdated content across the homepage, product listings and product pages. We added structured data and technical SEO fixes, and optimised the Chrome Web Store listing, where many people first meet the extension, using keyword research and competitor analysis.

We redesigned all of anonymoX’s banner ads with new copy and visuals, so the message people clicked on matched the page they landed on.

After launch, the premium conversion rate rose 140% month on month and revenue grew 58.7% year on year, from a £1,500 budget.