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.
Where I came in
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. I developed an upsell screen that would be displayed immediately after users completed their account registration onsite.
Responsibilities
UX/UI design
Wire-framing
A/B Testing
Prototyping
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
Final designs
Alignment
Center alignment will grab users attention more due to the previous screens all designed left aligned.
Visual continuity
By seamlessly incorporating our media wall from email and the subs landing page, our branding will follow our user wherever they are in their lifecycle.
Check icon
Provides confirmation their initial goal to create an account is complete, however the main focus remains on the offer.
Media wall
With minimal UI elements to compete with, on mobile, the media wall is effective on this device.
