What are users interested in on the Subscription Page?
the problem
Garden Street Gin Club offer a monthly gin subscription service, however 57% of their subscription customers were not adding a subscription to their cart.
Scroll maps and heat maps showed that users on this page had high engagement with the FAQs and ‘How it Works’ section, indicating that it was not clear to them how the subscription worked. Poll responses also revealed that users wanted more visual context of the subscription, such as what specifically was included in the monthly delivery.
the solution
By including content on the subscription page that allowed users to learn about the subscription, and select their subscription preference on a single page, the hypothesis was that users would be more likely to add a subscription to their to cart. Furthermore, including imagery relevant to that month’s box would also support the hypothesis.
the outcome
Whilst the variation has more content than the original, users were willing to scroll deeper as the information was more relevant when compared with the original. Users were also more likely to subscribe when they are educated on the value of the box. The variation was successful and contributed towards:
12% increase in new subscriptions
10% in conversion rate
9% increase in revenue
What’s causing users to hesitate at the cart?
the problem
55% of subscription customers are abandoning their checkout. When a new subscription or gift box is added to the cart, there is no information about what’s included or what the experience will be, resulting in a lack of excitement about the gin experience the user is about to receive.
the solution
By educating users about the exact gin experience they would receive, as well as the value for money the subscription provides, users would be less likely to abandon their cart.
the outcome
By creating excitement using compelling imagery, and highlighting the content of the gin subscription, users were more likely to proceed with their transaction:
+11% increase new subscriptions
+13% increase conversion rate
+13% increase revenue