We discovered a significant roadblock to user conversion. There were numerous ways a user could enter and leave the page without entering the purchase funnel. That means there were too many ways for the user to leave the experience without converting.
Our team implemented a pivotal change in the user experience. Previously, when users clicked on tiled squares, they were directed away from the page, creating a significant obstacle for conversion.
To eliminate this hurdle, we implemented a pop-up feature that provides users relevant information and details without taking them away from the page. This innovative solution has removed dozens of exit points, streamlining the user journey and increasing the likelihood of conversion.
Speak Their Language: Attract Your Ideal Customers With an Effective Communication
In this case, the communication strategy seemed technically correct in targeting the right audience. Still, it failed to generate the desired conversions. The language used was complex and elevated. It may have seemed appropriate for a niche audience of “smart people who like to learn,” but it made the content difficult to skim and scan.
To tackle this issue, we took a two-pronged approach. First, we simplified the language to make it more accessible to a broader audience without sacrificing the essence of the message. Second, we minimized the amount of text to make the content more scannable and easier to digest.
Being Open With Prices Can Build Customer Trust
Wondrium’s primary desire was for the user to start a free trial. So, the user would be taken to a signup page, choose a plan, and enter their credit card information.
SiteTuners team took a strategic approach by designing a new pricing page with a different layout that encouraged users to explore pricing options before signing up. Adding pricing to the navigation provided users with a clear path to explore their options, ultimately increasing their chances of initiating a free trial.
So we introduced them to a pricing page. Also, by adding pricing to the navigation menu, we could improve click-through to get them further into the funnel and encourage users to take action. By introducing a new entry into the funnel, they could explore pricing instead of just signing up; even though it’s the same experience, the user intent was different; they were going about the pricing versus starting a free trial.
Aligning User Journey With User Intent for Seamless Experiences
When users land on their site, it is important to simplify things for them and answer basic questions. Another factor we found was that Wondrium was not answering essential questions like “What is the price” or “How much is this plan going to cost me.” The most significant change our team made was to ensure we were answering the normally expected user intent questions, such as what the company does and what I will find here.
We built trust, answered vital questions, and aligned the user journey on the page with the users’ expected intent when they landed on the page. We also added trust-building elements to the page to make users feel more confident in their decision-making process.
A/B Testing: Data-Driven Decision Making
To be brief, A/B testing, also known as split testing, compares two versions of a webpage, app, or another digital asset to determine which one performs better in terms of a specific goal or metric. A/B testing involves creating two identical variants (A and B) except for one key difference, which is the variable being tested. A random sample of users is then shown one of the variants, and their behavior is measured to determine which version performs better. The test results can be used to make data-driven decisions about which variant to use.
So, we did an A/B test where part of the traffic would see our new pricing page, and a part of the traffic would see their original pricing page, which is the first step in the free trial.
What the Client Thinks
“We tested a lot of stuff on our website this year, including lowering the price of our monthly plan, and nothing has produced a 30% lift.”
“I am really excited about the results of the test, the entire process, and how you came up with the page because, with that design test, we got a higher lift than lowering the price of the product…”
The results of the case study show a significant increase in both free trial registrations and annual paid subscriptions. Specifically, free trial registrations increased by 32.98%, indicating that the changes made to the Wondrium website successfully attracted more users to sign up for a free trial. Additionally, the annual paid subscription rate increased by 34.02%, suggesting that it positively impacted converting free trial users into paying subscribers.