In this project, we set out to increase the conversion rate of our subscription packages on our VOD platform.
What's the problem?
I noticed a problem in the subscription packages shortly after I was added to this product to work on the user flows and improve the user experience. The problem was " the 7-day free trial subscription is not introduced properly". It was feared that it would affect user purchases and package conversion rates.So, I put forward this hypothesis: Do users notice that the subscription is free for 7 days?or Is it clear to users that they do not need to pay money in the first week and after the 7-day free trial, they will be charged for the package?Because a 7-day free trial will be activated for the user when the package is chosen, and the package price will be deducted from the user's account after 7 days.
Research:
To test my hypothesis, I went to similar foreign platforms such as:Apple TV, Netflix, HBO, Amazon Prime, etc., as well as reviewing various articles on designing packages such as https://www.smashingmagazine.com/2022/07/designing-better-pricing-page/.And finally, As you can see in the picture, the closest experience to what I wanted was on Apple TV, which clearly stated "7 days free trial, then paying $6.99/month" with CTA "Start Free Trial".
Based on the hypothesis I had, I summarized the results of these studies and developed an idea that was inspired by Apple TV's writing. You have a free subscription for 7 days, and then you have to pay x dollars a month.Due to my role as a user experience lead on this project, I gave my findings and hypotheses by wireframes and sketch to our product designer to design the new package for an A-B test.
Our designer prepared the new version (variant-B) and we began the AB testing process.In this test the current version is named “Origin” and the new version is called “Variant”.
Result:
The test lasted 30 days and after this time, the data was collected as shown in the picture:
So we managed to increase the conversion rate of packages from 1.52% to 1.71% which means we had a 12.5% increase in conversion rate.
Conclusion:
The positive effects were achieved through proper UIX writing and good UI to prioritize "7 days free subscription" over showing the high prices. Due to the large size of the price in the first case, the price of the package was the first element that caught the user's attention when scanning the package. It sometimes prevented users from choosing the right package, but with the change in visibility priority to an element that encourages them to buy, such as "discount", "free", and "trial" labels, we were able to increase conversion rates by 12.5%.To increase the conversion rate of users to subscribers, there are still many things to do…
After more than seven years of designing, improving, and optimizing digital products, I decided to seek new experiences and prepare myself for international challenges.
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