Refactoring UI makes its complete package the visual default on pricing

Refactoring UI sold its design product in two tiers and made the higher tier dominate the pricing page with double the space, larger type and the primary button color. It also gave that tier a deeper launch discount and named it The Complete Package. A third-party write-up reports that 78% of purchases chose it as of Jan 10, 2019, and that the product grossed over $1.35M.

By Race to Scale Desk, edited by Lila Odinaev. Published 24 Oct 2026. How we work

What they ran

Adam Wathan and Steve Schoger spent six months writing a design product and sold it to fans they already had. On the pricing page, the higher tier took twice the screen space of the cheaper one, used larger type and carried the primary button color. Its launch discount was 40%, against 25% for the lower tier. Its label, The Complete Package, framed anything less as missing out.

What happened

According to Marketing Examples' pricing teardown, 78% of purchases favored the higher tier as of Jan 10, 2019, and the product grossed over $1.35M. The Refactoring UI product page says the pair had already taught thousands of developers through free tips, articles and videos.

What the account does not show

The source gives no baseline, so there is no figure for how the tiers would split with an equal layout. The 6765 in brackets is not explained, and it could mean total purchases or higher-tier purchases. The layout, the discount gap and the label ran together, so no single one can be credited. The writer says the price was possible only because of two years of free content, so the result may not carry over to a seller without that audience. The gross revenue figure is not tied to the pricing page itself.

Questions

How did Refactoring UI design its pricing page?

The higher tier got twice the screen space, a larger font and the primary button color. It was also labeled The Complete Package.

What share of Refactoring UI buyers chose the premium tier?

A third-party teardown reports that 78% of purchases favored the higher tier as of Jan 10, 2019. The source gives no comparison to a different layout.

Did Refactoring UI discount both tiers equally?

No, the higher tier was cut by 40% and the lower tier by only 25%. The gap made the bigger package look like the better deal.