By offering the option to do either by month or a 1 time fee, your customers are doing the following: 1) Calculating number of months to wedding day (since they

By offering the option to do either by month or a 1 time fee, your customers are doing the following: 1) Calculating number of months to wedding day (since they likely know the date) 2) Deciding which is cheaper 3) Purchasing the cheaper option. *You are probably also losing conversions to people who decide to wait to save money, then just forget to purchase. I'm not suggesting you do this, but just think about what would happen if you priced it in the opposite way. 6 months before the wedding, $80, 5 months before the wedding $90, 4 months before the wedding $100 etc. My guess is that you may end up making a bigger $/user, and may even increase your conversion rate. Looks like a good site and like you are offering real value. Best of luck!