How many times have you abandoned the ordering process when buying an item online? Your customers do that too. So how can you encourage them to go to the very end and complete the order?
Make it as easy as possible. With each screen a customer has to fill out, they make a choice — continue or not? Why even force them into this position?
MarketingExperiments.com recently conducted a study on the order process and the results are no surprise. They tested an online publishing site subscription process. One test process required the customer to go through nine pages before completion. The other required three pages. Guess which one did better? You got it! The shorter one. This seems like a no brainer, but it’s not for many companies. Here’s some of what they said.
What is your conversion rate of visitors to subscribers? Are you leaving money on the table? Our own testing suggests you may well be. We conducted a number of tests, with one research partner who wanted to increase their newsletter subscriber list, and with two others who wanted to increase sales of their subscription-based publications. In both cases we analyzed their existing subscription pathways and identified areas in which we thought we could make improvements. The outcome was both surprising and instructive. As you will see from our test data, the changes we made resulted in some of the highest increases in conversion rates we have ever seen from a single round of testing. Why? It is our guess that while many companies have started to pay a great deal of attention to their sales pathways, few are applying the same kind of attention and discipline to subscription pathways. In other words, there appears to be plenty of room for improvement.
In addition to a paid site, they tested the waters on the path for a free subscription newsletter. Could yours use some work? Hop on over and read the complete report — Optimizing Subscription Pathways.