Optimizing Subscription Pages:How designing for visitors cognitive progression produced a

90% increase in conversions

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Your Speakers

Khalid SalehCEO

A recognized expert of marketing strategy, Khalid has been a frequent guest in

key media outlets, including CNN, BBC, SKY, France 24, MSNBC, New York

Times, National Public Radio, and more. He is an in-demand speaker who has

presented at marketing conferences across the globe.

Ayat ShukairyCo-founder, Managing Partner

400+ conversion optimization projects, She has worked with some of the world

top brands such as, 3M, O’Reilly, the Special Olympics, Discovery, helping

them increase online revenue by creating successful marketing campaigns.

Founded in 2006, the partner is one of the largest internet radio

and podcasting services

1. Problem:

1. Low subscription conversion rate that hovers around 1%.

2. The website offered two types of subscriptions: 1. Hosting

subscription (paid) 2. Listener subscription(free)

3. The partner wanted to increase the “hosting” subscriptions vs. the

listening subscriptions

Podcast Service Subscription Page

Presenting visitors with

less obstacles, less noise,

and a cleaner design will

lead to a greater CR across

all subscription packages.

The control:

• One page checkout

• Subscription form appears

before subscription options

• Assurances & Benefits

appear in the right panel

The control

Variation 1 & 2

1 2

Variation 3 & 43 4

Side By Side Look 0

1 2

Audience Question:

Which design generated the most subscriptions?

43

The Winner

91.3% Increase

in

website

subscriptions

1

Audience Question: why did removing the sign-up form

increase subscriptions?

Special offer: 10 companies get to test the software!

One lucky company gets help from Invesp designing the test

Send an email to pii@invesp.com

Basecamp asks visitors to

sign up for an account

before they see the different

subscription options.

• Too much going on the

page.

• Form does not support

cognitive progression

• Placement of benefits

does not support buyer

momentum.

• Regular, non-host- sign

up is difficult to find

The control

• The visual indicator allows

visitors to see where they

are in the sign up process.

• The offer and subscription

options are clearly listed

• Each subscription option

includes benefits

• Removed FUDs factors

Variation 1

1. Use visual indicators to help visitors know where they are in the process and

the different steps they have to go through.

2. Incorporate benefits using copy and design to support buyer momentum on

the page and in the purchase process.

3. Design your pages and funnel to support the visitors’ cognitive progression

4. Reduce noise and clutter on the page by removing elements that cause

unnecessary fears, uncertainties, and doubts

Action Items

Think of the actual progression a visitor has to go through to convert

• Credibility & trust

• Value

• Investment

• Price point

Visitor cognitive progression

Don’t make me think: USA TODAY

Audience Question:

What do you think

about this

subscription flow?

Audience Question:

What do you think

about this page’s

cognitive

progression?

Don’t make me think: Rosetta Stone

1. By anticipating a visitor clicks, what they will do next, and how they will view

your page, you can have stronger and greater continuity on the page.

Continuity

Don’t make me think: Inflectra

Audience Question:

What do you think

about this page’s

cognitive

progression?

1. Use visual indicators to help visitors know where they is in the process and the different steps they have

to go through.

2. Incorporate benefits using copy and design to support buyer momentum on the page and in the purchase

process.

3. Design your pages and funnel to support the visitors’ cognitive progression

4. Reduce noise and clutter on the page by removing elements that cause unnecessary fears, uncertainties,

and doubts

5. Think of the actual progression a visitor has to go through to convert• Credibility & trust

• Value

• Investment

• Price point

6. By anticipating a visitor clicks, what they will do next, and how they will view your page, you can have

stronger and greater continuity on the page.

Summary

Looking to increase your conversions?The Conversion Framework™ successfully used in 3,000+ Test plans , 400+

partners, 11 different countries generating repeatable and sustainable increase

in conversion rates.

• Learn more how we can work

together:

• Select “Partnership Opportunities to

Increase Conversion Rates” on

webinar survey

• or email convert@invesp.com

Special offer: 10 companies get to test the software!

One lucky company gets help from Invesp designing the test

Send an email to pii@invesp.com

More information

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