Converted 600k of traffic into $250,000 monthly subscription revenue over a 3 month period after launch
Dimers Pro is the premium subscription on Dimers.com that turns casual visitors into paying members by giving them clearer edges, faster decision-making tools, and a more confident betting experience. The goal was to make the value of Pro feel immediately obvious, what you get, why it's better, and how it helps you win, while keeping onboarding and upgrades frictionless across desktop and mobile.
I owned the end-to-end experience for the Pro upgrade journey, from messaging and page structure to pricing presentation, feature hierarchy, and the upgrade funnel. I translated user behavior and feedback into wireframes, prototypes, and high-fidelity responsive screens, and partnered closely with engineering, analytics, and stakeholders to ship improvements in fast iterations.
Worked directly with: 1 Product Manager (strategy and roadmap), 2 Frontend Developers (implementation and QA), 1 Analyst (funnel and cohort analysis), and key stakeholders across Growth/Marketing and Editorial for positioning and content alignment.
+18%
Returning Pro Users
18% increase in returning Pro users after improving value clarity and upgrade flow.
+27%
Session Duration
27% longer average sessions driven by clearer feature discovery and comparison layouts.
22%
Pro Upgrade Conversion
22% Pro upgrade conversion from redesigned pricing and feature hierarchy.
Making the value of a paid subscription feel obvious within seconds, without overwhelming users with features or jargon, while balancing growth goals, editorial accuracy, and performance constraints.
We started by reviewing funnel analytics and session behavior to see where users dropped off (hero, pricing, feature comprehension, checkout). I mapped key user questions, then used that as the backbone for the page structure. From there we sketched and prototyped multiple page narratives, ran lightweight stakeholder and internal testing on clarity and comprehension, iterated on information hierarchy, CTA strategy, and plan presentation, and partnered with engineering to ensure performance stayed fast and components were reusable.
The goal was simple: make upgrading to Pro feel like an easy yes. Dimers Pro aimed to communicate value instantly, with less scrolling and more clarity, reduce confusion around what Pro unlocks, increase upgrade conversion without resorting to gimmicky tactics, improve retention by setting better expectations before purchase, and keep the experience consistent across sports and devices.
Improved the Pro upgrade experience by aligning product messaging with real user intent, making it easier for users to understand value, trust the product, and commit to upgrading.
Growth wanted faster clarity, so we simplified the first screen and repeated the value prop at key scroll points. Editorial wanted accuracy and trust, so we improved how we explain the why behind insights. Engineering wanted performance and reuse, which shaped modular blocks that could scale across sports pages.
This project reinforced that subscriptions don't win on feature volume, they win on clarity, trust, and time-to-value. Users upgrade when they understand the benefit quickly and believe it will work for them. Next, I'd explore personalization (showing the most relevant Pro benefits based on sport/behavior), smarter upgrade prompts (contextual paywalls tied to user intent), more interactive previews (letting users feel Pro before buying), and a cleaner post-purchase onboarding so new Pro users hit value immediately.
Mayorga