Business Insider Registration Welcome Offer
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.
Objective
Develop several design variations for upsell screens that will be displayed immediately after users complete the registration wall flow on the Business Insider platform to drive conversions more effectively.
2 week design and 3 week engineering support time frame.
Platform
Desktop/Mobile web
Role
UX/UI Design
Prototyping
A/B testing
RESULTS
Coming soon
EXISTING USER FLOW
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.
INITIAL WIREFRAMES
