More data on this topic available from:: How to Get More Site Traffic to Convert to Free Trial Subscriptions with Credit Card Rick Anderson President &

More data on this topic available from::

How to Get More Site Traffic to Convert to Free Trial Subscriptions with Credit Card

Rick AndersonPresident & CEOZip.caTuesday, May 8, 2007


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About Zip.ca

Canada’s largest online video service Offering includes 55,000 titles, no late

fees, free shipping directly to your door

Our convenient membership service combines a simple title-selection process and quick home-delivery

Zip.ca offers six different membership plans to suit all viewing needs

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


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Our Objectives

Increase conversion rates for new customer signups

Better identify consumer preferences on promotion & package alternatives



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Our Challenges

High Cost Per Acquisition (CPA)

Limited analytical understanding of sign up funnel

IT testing scalability



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Methodology


Learning is what is happening today

Optimize is using techniques to generate better results

Automate is solid user experiences served automatically to different audiences


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Testing Focus & Process


Created FIVE unique new user layouts focusing on: Free trial promotion Fewer price plans “Best of breed” benchmark Order of fields User experience enhancements Marketing message Look and feel

Determine factors that drive conversion rate: Fields with high / low abandonment Errors message breakdown Time spent per question set Question order conflicts

Focus initial tests on key components of current registration process

Ensure that there is sufficient traffic to reach statistically significant results


7© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

Control: The original process which all versions are measured against

Original sign-up process is a two page form


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Step 1 – Creates a “Base” version

Break process into five easy steps

Combine, simplify & clean-up steps in user-friendly manner

Deploy user interface experiences via Amadesa platform

The “Base” version is the canvas from which all tests are created


9© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

Base: The “canvas” to create all test from

Break process into 5 easy steps



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Step 2 – Create new layouts on top of “Base” Focus on:

Order of fields Free trial promotion Fewer price plans “Best of breed” benchmark User experience enhancements Marketing message Look and feel


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V2: Reorder Base Version

Shifting email address and password to the final step

Shifts all steps up one screen


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V3: New look and feel

Redesign V3

Drive free trial option

Creating new barkers for Plan selection


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Redesign V3





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Redesign V3





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Redesign V3





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Redesign V3





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Forcing user down the free trial path

Limiting initial selection options to most frequently selected plans

V4: Limiting Promotion & Plan Selection


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V5: Competitive Benchmark

Assessing competitive benchmark

Insertion of marketing messaging


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All Versions Reporting Snapshot

Question Abandonment

• Graph represents combination of user behavior and errors

• The results show that roughly 80% abandon on the first step

• Gradual decrease in abandonment throughout the form until the user is asked for payment information

Screenshot of Amadesa reporting


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All Versions Reporting Snapshot

Time Spent Per Question

• Low time spent on first two questions validates that the high abandonment rate on these questions is due to unqualified visitors and not issues with the questions

• Pre-population of billing information leads to least time spent & lowest abandonment and error rates



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Error Report• Street number is an issue for users

•An error existed on the “control” form which needed to be fixed to mitigate user error•Disabled ‘Continue’ button until fields were properly filled out

• Users are entering invalid emails •Disabled ‘Continue’ button until we identified that email field included an (@) and (.) symbols

• Users seem to be ignoring current messaging of 6-10 characters for the password

• Required a minimum of 6 and maximum of 10 characters to be filled in prior to ‘Continue’ button becoming enabled



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Which version do you think performed

best??


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Analysis

Amadesa solution provided lift on four of five versions

Description Conversion vs. Index

Control 100

Base Break control into five steps 175.82

V2 Reordering steps of base 118.68

V3 New design of base 94.44

V4 Limit Promotion & Plan selection

152.20

V1.10 Benchmark competitor 157.69


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Conclusions

Break the current ‘mold’

Initiate interest through easy first question

Leverage technology to simplify the process

Promote sense of accomplishment

Obliterate preconceived notions of success



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Credit/Thank You

Rick AndersonPresident & CEOZip.caTuesday, May 8, 2007

More data on this topic available from:: How to Get More Site Traffic to Convert to Free Trial Subscriptions with Credit Card Rick Anderson President &

Documents

topic available

original process

userfriendly manner

base version break process

break process i

testing focus process

page form slide

easy steps