Landing page redesign that increased mobile app purchases by 50% 

The Challenge

A major Slovak independent newspaper reached out to us with a clear goal: to sell more additional services alongside the main subscription.The focus was to increase the sales of the mobile app which wasn’t a part of the regular subscription. 

We couldn’t touch the product, nor the pricing. The only thing that could be changed was the subscription page — where readers chose a subscription type.This is a mockup of what the original subscription page looked like

The Approach

After picking either a monthly or yearly subscription, readers could choose extra services — like mobile apps, or a print newspaper to accompany their online subscription.

However, the subscription had a crucial design fault. The default option was to continue without having to choose any additional service. This way, people could just skip this step without having to pay any attention to any of those extras.

We knew that the single most important thing to do was to slow potential customers down and draw their attention to those extras.

The Solution

The whole subscription page got a makeover  These are some of the important tweaks:

• The first step remained the same:choosing monthly or yearly subscription, however it had a more intuitive layout and clearer copy.
  
• For the extra services we added an active choice, meaning readers had to actively pick one option out of four — including a “No additional service”. They couldn’t skip this step anymore. It helped to slow people down and really think about their choice.
  
• We also applied social proof by highlighting the best-selling additional service, gently guiding users’ attention to an option that previously might have been overlooked.
  

This is a mockup of the new subscription page after redesign:

The Results

The changes made a big difference. Early results showed that getting customers to think more carefully led to a 50% boost in mobile app purchases.