Subscriptions have been the lifeblood of almost every media publication since the conception of the industry.
But imagine for a moment that you were trying to subscribe to your favorite newspaper and you were presented with something that looked like the page below.
Experiment #1. Reworking disconnected, confusing pages
This was the first step in the checkout process for subscribing to a large media publication.
Editor’s Note: To protect their competitive advantage, we have blurred their identity.
Once a customer entered their ZIP code to determine whether this publication could be delivered to their area, they were taken to this page. Put yourself in the mind of the customer and think about how this page would have been received.
That is precisely what the marketing team did. What they saw was a very disconnected page that gave the customer almost no reassurance that they were still buying from the well-known media publication.
- The publication logo was almost entirely missing from the page.
- The colors on the page did not match the brand of the company.
- The two levels of navigation at the top of the page provided multiple opportunities to click away.
- The entire process seemed complicated to the customer.
Though there were a number of things the team wanted to change on this page, they needed a new page that changed only a few elements. Every day this page was live on the site, the publication was losing potential revenue from customers finding the process too difficult to complete. A long, arduous Web redesign was not an option. They needed to recover some of that revenue as fast as possible.
So the team ran an experimental treatment in an online test that they thought would require the least amount of time and resources and still achieve a high return on investment. The treatment is displayed below.