Choose your plan before the payment page

Between 30 September and 6 October, twenty six people clicked through to pay and not one of them entered a card. The reason is visible as soon as the four cases are put next to each other. Creator charges nothing today, because it opens with a seven day trial. Solo charges 8.90 euros straight away on the monthly plan, or 58.80 euros in one go on the yearly one.

So the plan advertised at from 4.90 a month, the gentler sounding of the two, was the one that took the most at the moment of the click. The surprise arrived on the payment page, which is the one place where nobody can answer it.

There is a screen before that now. Both plans side by side, a monthly and yearly switch, and on each card the amount charged today. The yearly price keeps the monthly one beside it, struck through, because 4.90 on its own compares to nothing.

Each plan is described by what it adds to the one below it rather than by what it holds: ten videos a month instead of two, then twenty five instead of ten. A list of features is something to read; a difference is something to understand.

The button that opens it no longer names Creator. Naming the expensive plan pushed people towards it, and the entry price is what should be visible. Creator stays the plan's name inside the screen, untranslated, in all eleven languages.