The monetization model of Resume.io is fairly straightforward: resumes can be downloaded in .txt format for free, but downloading a .pdf version requires payment. The service excels at creating resumes. However, after downloading their resumes, most users stop using the platform, which limits business growth. The service offers additional features like job search and tracking, but they also fail to retain users in the long term.

The primary challenge was to increase the Lifetime Value (LTV) of users and average revenue per user for a resume builder service.

The approach was holistic, focusing on a comprehensive strategy to extend the company’s value proposition beyond resume building. This involved identifying and implementing solutions that address the wider job search and application process, thereby encouraging deeper user engagement and supporting users in achieving their ultimate goal of employment.

The workflow was as follows:

1. Conducted market research
2. Analyzed the product itself
3. Formulated hypotheses
4. Found a solution
5. Celebrated the victory :)

Based on trends, research results, and product features, we formulated a series of hypotheses. After brainstorming, we organized them by stages in the loop framework.

Selected Hypotheses for Testing:

1. Improved Pricing Strategy
The hypothesis centered on restructuring pricing plans to make the differences between them more apparent and explaining the benefits of longer-term subscriptions. This aimed to encourage users to opt for more expensive plans by understanding their advantages.

2. Resume Customization UI
Introducing a user interface that encourages customization of resumes for each job application, with the expectation that this would lead to increased user interaction over time.

3. Integration of Job Tracker and Resumes
By linking job application tracking with customized resumes and cover letters, the hypothesis was that users would see the value in using the Job Tracker feature more extensively.

4. Encouraging Upgrade to Premium Plans
This approach involved showcasing the full range of platform capabilities, partially restricting them on the basic paid plan to motivate users to unlock all features by upgrading.

The solution was crafted to integrate seamlessly into users’ existing workflows.

We introduced new pricing plans and made the benefits of each plan clearer. Also, we explained why it was worth taking the plan for three months right away — referring to statistics and preparing users for the need to customize their resumes.

Enhancements also included:
- a revamped dashboard,
- introduction of an 'Applications' tab to facilitate resume submission,
- updates to the Job Tracker to hint at the necessity of customizing resumes and cover letters for each application, the possibility to link a resume and letter — choose from existing ones or create new ones.

These changes were aimed at encouraging users to engage more with the platform’s features.

The strategy resulted in a solution that aligns with the company’s goals, minimizes technical risks, and respects user habits. By focusing on enhancing the user experience and offering clear pathways to greater functionality, the service is positioned to test hypotheses related to increasing LTV efficiently and effectively.