MEC Retailer's Research Log

February 8 Clinic Notes

NOTES:

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Test 1:

Subscription Path A/B Split Test
Metric	Subscription Path A	Subscription Path B
Number of Pages	9 pages	3 pages
Unique Visitors	10,245	10,314
Orders	27	107
Conversion Rate	0.26%	1.04%

Test 2 (3 Tables):

Subscription Path A: Seven Pages
Page	Users	Conversion Rate Per Step
1. Offer Page	1059	N/A
2. Create Account	20	1.88%
3. Items Added	9	45.00%
4. View Cart	9	100.00%
5. Payment Info	9	100.00%
6. Place Order	4	44.00%
7. Receipt	0	0.00%

Subscription Path B: Four Pages
Page	Users	Conversion Rate Per Step
1. Offer Page	877	N/A
2. Name and Credit Card	51	5.81%
3. Address, Password, and Terms	6	11.76%
4. Receipt	3	50.00%

Subscription Path C: Three Pages
Page	Users	Conversion Rate Per Step
1. Offer Page	896	N/A
2. Order Form	59	6.58%
3. Receipt	4	6.77%

Test 3:

Free Subscription Test
Metric	Before	After
Average Daily Subscriber Growth	10.2	82.5

Guidelines:

1. KEY POINT: By offering both free and paid subscription options, you change the perceived question from "if" to "which". Visitors are less likely to question whether to sign up or not; instead, they decide whether a free or a paid membership interests them the most. Offering a free subscription option eliminates "if" anxiety.

2. Your subscription path actually begins with your landing page, which is the page on which visitors arrive to your site. This may be your home page in most instances, but you may also have any number of other landing pages. Check your web logs or metrics solution to determine which pages are the "entry" pages for your site.

   Content-based sites often have a number of landing pages because of the keyword-rich pages that contain articles or other content. These pages often achieve the highest search engine rankings for the site, and will therefore be the first page that many of your new visitors will see.

3. Optimizing your landing page(s) is fundamentally important. Each page should provide an example of the kind of high-quality content your site offers. Credibility indicators and testimonials from existing subscribers should not be overlooked.

4. KEY POINT: Your value proposition should be prominently visible on your landing page(s). One of the first things you want new users to see is what makes your site unique among the sea of competitors. Make sure your value proposition is quantified with data or other "proof."

5. Use your landing page(s) to funnel your visitors into your subscription path. Use eye-catching elements of the page to direct users to the benefits of becoming free or paid members. Control the eye-path of your pages by using color, style, and graphics to give extra weight to certain strategic areas of the page.

6. Implement a multi-page subscription process with a smooth transition from page to page. Number the steps to indicate how many steps remain for the user (i.e. "Step 1 of 4").

7. Measure the average time it takes to complete the sign-up process and make this information available to visitors (i.e. "Create your User ID now; it takes only 30 seconds").

8. In the first step, gather only the most vital contact information. This will allow you to follow-up with users who do not complete the sign-up process. Use either a follow-up email or a polite, customer-service oriented phone call to contact visitors who do not complete the process.

   For more on order recovery efforts, see our recent report on this topic:
   http://www.marketingexperiments.com/see/1116

9. KEY POINT: Incentivize users at each step. The initial incentive might simply be free access to some additional content only available to registered members. At later steps, consider using a comparison chart (paid vs. free) that shows the superior benefits enjoyed by paid members.

   Avoid NEGATIVE surprises. Subscribers should be encouraged at each successive step.

10. Use testimonials and credibility indicators throughout your subscription path. Sincere statements from your customers about the quality and value of your offering can greatly encourage new sign-ups. Third-party credibility indicators such as customer service rankings (eBay, Yahoo!, etc.) are perceived by many customers as reassuring.

11. Stress your privacy and security measures at strategic points.

12. Use smart "button text" (the text on the buttons that users click to submit your forms). Avoid using the term "register", which implies your visitors volunteering their personal information. Instead, use a phrase like "Create User ID", which implies that they are receiving the added value of special free access to your site.

13. Ideally, if your development platform accommodates it, you will identify free subscribers that return to your site with the use of cookies. This will allow you to present them with a customized version of your site that encourages them to sign up as a full paid member.

14. Strategically crafted email messages constitute an important element in your sign-up process. New members (free and paid) should receive an email immediately upon signing up. You should also use email to follow up with incomplete sign-ups.
    

In a previous report, we identified nine principles of an effective order process. Because the true value of an online subscription needs to be presented and sold as effectively as if you were selling an actual physical product, we recommend you keep these guidelines in mind:

1. Track the customer's buying experience.

2. Avoid surprising the customer with negative information.

3. Help the customer understand.

4. Save the customer time.

5. Give the customer options.

6. Help the customer feel safe.

7. Incentivize the customer to continue.

8. Help the customer select everything they need.

9. Solve the customer's credit card problems
   

URLs:

1. Apply to Become a MarketingExperiments.com Research Partner

2. Back-of-the-Napkin Business Plan Contest

3. MEC Topic Survey

4. Shopping Cart Recovery Tested
   

BIO:

MEC Analyst Bios

Primary Speaker: Dr. Flint McGlaughlin

The Marketing Experiments Journal is published by Digital Trust Inc. (DTI). Dr. Flint McGlaughlin is the Director of DTI.

Dr. McGlaughlin is a pioneer in strategy and communications. His primary research is focused on discovering the most effective means to market intellectual assets across the Internet.

Dr. McGlaughlin has advised more than 1500 companies including, AT&T, The Federal Reserve, Pitney Bowes, and Merrill Lynch. He has conducted over 2000 hours of keynote speaking. He has directed the development of more than 20,000 web pages.

Dr. McGlaughlin currently serves as the Co-Executive Producer of the new FOX Family series: "Courage" - hosted by actor Danny Glover. He also serves as a senior advisor or board member to twelve growing companies, and four charitable foundations.

His writing and television production activities have, thus far, won two Tellys, an Edwin Murrough, and an Emmy.

Dr. McGlaughlin is quick to acknowledge that the research at MEC is largely dependent on the intense, focused efforts of the Lab's Leadership Team.