The client’s free and paid service offerings all required the same page visits, which meant that it was difficult to track or remarket to subscribers and potential subscribers based on their intentions and interests. Our first recommendation was to create separate sign-up pages and journeys for free and paid offerings. This created multiple advantages:

  1. We were able to report more accurate conversion paths and rates for free and paid sign-ups, respectively.
  2. We were able to create remarketing campaigns for site visitors who had engaged with paid plans pages but hadn’t completed a checkout.
  3. By segmenting visitors based on intent, we were able to provide a more direct journey to conversion that wasn’t muddied with irrelevant messages.

In doing this, we revealed that the client’s conversion rate between key pages and outcome were below average. We were also able to, for the first time, show the client the volume of people who were expressing interest in learning about their paid plans.

Why was their conversion rate so low? Was the problem that their plans were too expensive? Were the features too similar? Was the offering not competitive in comparison? The answer to all of these questions was, yes, somewhat, but the initial biggest win came from reviewing the subscription process.

This process literally required a dozen steps, which had the visitor leaving the site twice to verify email and then re-engage the sales process at their own accord, and re-affirm their intent to purchase a paid plan. This wasn’t by design, it was a symptom of a slowly changing process that hadn’t been viewed from the customer’s point of view in quite a while.

Omnifonic was able to recommend a simplified sales process for the free and paid sales channels that reduced friction to becoming a customer and kept the subscriber on the site until the transaction was completed.  Within a one-month period, we were able to take the client’s paid plans conversion rate from 0.4% to 0.8%.

Your website exists for a purpose, whether that’s to sell a product or collect leads or spread information. We’d recommend reviewing your customer journey on a regular basis, from your visitor’s point perspective. Is the journey visible to your site visitors? Are the next steps obvious? Are there points of friction that can be removed to help your audience more easily convert? Reach out to the experts at Omnifonic if you’d like outside review and recommendations.

Next: The First Touchpoint

Previous: Tracking and Monitoring

From Case Study: How We Grew a SaaS Over 31% in 8 Months