How we increased conversion by 5X using Freemium Model.
Established Brands cater to a large number of users. Nothing can be added or deleted instantly as small change can have significant impacts; instead, we must approach the issue more carefully as it could have large impact on numbers.
As we found out, our conversion rates were being negatively impacted by users’ lack of awareness of all the benefits we offer.
So, to educate users about the benefits we offer, we launched a 30 days free trial feature where we allowed user to access all the premium features for free.
Let me take you through it..
There are two type of users who visit this website:
- Interested in exploring news and features.
- Visiting to read only a particular news & leave..
How the user enters this free trial will be interesting to watch.!!
We thought this will be a good experience to go with, but..
Now it was the time for us to find another screen, where both the users visit frequently. Article show was one of them.
Any user, regardless of whether they arrived from a Google search or came to browse our website in its entirety, will undoubtedly read the news article.
We have a paywall blocker for free users on article show; it might work well for the entry point.
No matter how well you understand the rules of user experience or how well your design harmony is executed, user research is the real eye-opener.
That hit came from this blocker’s low CTR. And the outcome was:
After these findings, we redesigned the blocker again:
This time we were successfully able to reduce the friction on Paywall Blocker.
It was now time to plan what would happen when the curtain went up. The difficulty lies in making sure the user doesn’t overlook all of our advantages.
Gamification is a technique which designers use to insert gameplay elements in non-gaming settings, so they enhance user engagement with a product or service.
A blue band of noticeable height is visible on the screen above. Prior to that, we experimented with various floating bars for various purposes, such as a bar for the tracker at the bottom right and another for the timer at the top.
But we chose to retain a single band rather than several bars with all the information shortened.
Upon initiating the trial, almost every user navigated to each of the steps we generated for their exploration which demonstrated the success of our approach, architecture and design.
The user now has a clear understanding of our products and advantages. Now that they understand it better, the user can decide whether or not to purchase it.
..this led to an increase in conversion by 5X, and our users became fully aware of our features.
