Business Insider Regwall Upsell Offer
Project overview
Since the launch of a dynamic paywall, Business Insider successfully generates 3x as many registrations compared to their previous metered model, largely due to targeting a broader audience and improving the efficiency of the registration process. However, despite this growth in registered users, there was a clear opportunity to develop a comprehensive strategy to effectively nurture these users and drive them toward becoming subscribers. After users complete the registration flow and create an account, they see a generic thank you screen. The subscription team wanted to repurpose this screen into a compelling upsell screen to encourage users’ existing interest and engage them to upgrade to a subscription.
Where I came in
I developed several design variations for upsell screens that would be displayed immediately after users completed their account registration on Business Insider . com, in order to drive conversions more effectively.
Responsibilities
Timeline
2 week design, 3 week engineering support
Results
Early data shows the regwall upsell offer brought in higher quality subscribers with an daily average increase of 13.4% of trial to subscriber.
Daily trial to sub conversion rate average before upsell: 52.5%
Daily trial to sub conversion rate average only Regwall: 65.9%
Background: User flow before
Once a paywall is prompted, a reader can either subscribe for unlimited access or create an account to continue reading their current article. If a user chooses the latter option, they submit their email and a password to create an account. Once completed, they are confronted with a screen confirming their account was created. The highlighted screen would later be replaced by the welcome offer.
Process: Initial wireframes
