Conversion optimisation on the checkout page #232
Replies: 10 comments 12 replies
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For example, @melaniepatrick what do you think about us showing the next delivered book for a plan on the checkout?
Compared to the current page:
In the example above, we don't display the product text. We could continue to include that (see below) although the page gets a bit long:
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@melaniepatrick here is how breadcrumbs might look, as an "orientation" / "what next?" device:
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I think this is great if we are able to acccurately specify the book for
each sub. thanks!
…On Fri, May 20, 2022 at 2:36 PM Jan Baykara ***@***.***> wrote:
For example, @melaniepatrick <https://github.com/melaniepatrick> what do
you think about us showing the next delivered book for a plan on the
checkout?
[image: Uploading Screenshot 2022-05-20 at 14.19.43.png…]
In the example above, we don't display the product text. We could continue
to include that (see below) although the page gets a bit long:
[image: Screenshot 2022-05-20 at 14 35 00]
<https://user-images.githubusercontent.com/237556/169539549-f8a9d6e4-d904-461c-9575-3f51ed2924c9.png>
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@melaniepatrick The way this works is that at the Stripe product level, I've added a I'll push this to https://lbc-staging.com for you to have a look! |
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So just read all of this, thanks for many excellent suggestions:
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So just to clarify, 2. should use the wording, either monthly or annual, from the existing subscription descriptions (ie Monthly subscriptions automatically renew. You can cancel at any time.) |
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Definitely like the text 'You're joining the Left Book Club', much better. |
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Breadcrumbs looks good also. However what happens to this process if people press 'login' rather than 'join'? I think that is what has happened in quite a few of the cases I've been watching on POsthog. So people set up accounts and then seem to pick their sub afterwards, or try to? Could breadcrumbs potentially confuse them? |
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Good spot! We actually won't show them the "Create account" breadcrumb if they are already logged in. Interesting that you notice people sneakily creating an account before registering. |
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Yes. I actually suspect they do it because 'Join' is quite small and not highlighted. So they go to where login is, thinking that is how they sign up. |
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I don't really know how to fix that. As I can understand why the menu is the way it is. We need to make it obvious where people redeem vouchers. And we can't really highlight more than one thing in yellow. But on Gemma's original layout she put 'JOIN' at the end in yellow |
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Oh, I see. Yes, that makes sense. Well, I have an idea: why don't we actually just replace Redeem with Join? People who have a gift card are already having their membership paid, and their gift giver has the instructions and even a special URL for them to visit. There are far fewer gift cards bought than regular memberships, so it is taking up valuable real estate that could be put to better use, and "join" is probably the primary ask we have of visitors to the website. We could put "redeem" in the left hand nav menu instead! |
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ok this sounds sensible. |
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Great idea to add promo code text. I'm interested in the idea of offering them a discount too. However I think going straight to giving them the first month free might be a bit much. Let's see how we go with the current changes and keep this to try later. |
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So here's where we're at with this now:
compared to
I'm not sure if the promo code and cancellation text positioning is effective, or if they'd be better of as bullet points or simple paragraph text just above the "Continue" button, or something else? |
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CC @melaniepatrick ^ |
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OK, I'm checking out for the week but can deploy these changes as they are if you give the OK @melaniepatrick. |
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Thanks I am generally happy with this. It is much better than before.
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I'm going to make the breadcrumb changes and then deploy this, and then we can continue to iterate. |
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Fab thank you! Have a good weekend. |
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sorry Jan had to leave work early today just going to read through this now
…On Fri, May 20, 2022 at 5:32 PM Jan Baykara ***@***.***> wrote:
OK, I'm checking out for the week but can deploy these changes as they are
if you give the OK @melaniepatrick <https://github.com/melaniepatrick>.
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After viewing a plan, the checkout / shipping page is where the most people drop off the checkout flow (the "logged in" drop off of 47.5%). This isn't that unusual, to be fair: ecommerce websites report a 2/3 drop off on their checkout page frequently.
I've done a bit of light research on how we could improve the conversion rate from this point on, will note some ideas here:
Trust badges: "You can cancel at any time"
Being upfront about aspects of the membership 'contract' might ease concerns about what is otherwise a bit black and white decision.
Customer testimonials / reviews
It could help build some trust if we throw up a few faces and quotes from existing members, saying how it's going for them.
Book photos and better language
Add breadcrumbs
It might help to know what step the customer is on so they know if there's much faff left (spoiler alert: there isn't!)
Simplifying checkout: removing the header and footer
Amazon and a few other ecommerce websites do this. By removing distractions (like header links, e.g. to the books page) the logic is that you canalise people's attention into the current activity: pick your shipping, continue.
We could try this as an experiment, using A/B split testing, to see if one yields higher conversions than the other. I have no idea if this will be effective or not, so it could be worth a try.
We could even take this further and actually slightly de-emphasise the product information so that the primary user action is made clear: pick your shipping country and click continue. Perhaps as part of this, we get rid of the white background for the product info and move the price calculation to the right hand column.
Reassurance about promo codes and payment
Some people are showing up hoping to enter their promo code. We could add a message on this page saying "enter it on the next page" or something, to reassure them.
The stretch on this is that we could actually let people put their promo code in on the checkout page, to "lock them in", but I think we could start by just mentioning.
On-exit popup with a discount
Could capture a few folk who give up, if we offered a first month free discount or something.
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