Business Insider redesign: Subscription landing page and lifecycle emails
Subscription Landing Page
OVERVIEW
Due to Business Insider’s new dynamic paywall, viewership of our subscription landing page has increased. It was just as important to update the subscription landing page to reflect our new brand style and messaging to prospective subscribers.
Objective
Increase conversions by updating our subscription product page to reflect new branding and new value prop messaging.
Platforms
Desktop web
Mobile web
Role
UX/UI Design
Competitor research
Wireframe
Marketing Strategy
In collaboration with: UX/UI Designer, Shannon Ng
RESULTS
More users clicked on our price cards: an increase of 87% click-through-rate and 38% of conversions in annual shares.
Increase in subs during a sale period: 67% increase in daily subscriptions, resulting in a 130% increase in total subs throughout the sale period.
Users are engaging with our page and value propositions: 27% of desktop users and nearly 20% of mobile users are scrolling to the end of the page.
Read more below to see how we did it!
IMPROVEMENT GOALS
No graphics → Unique BI imagery
If we show BI’s breadth of journalism, then we will add more value to the page and increase conversions. Previously, at first glance, the main message communicated to perspective subs was the price.
Listed benefits → Why BI?
If we list effective and previously tested value props, then we will help users understand their subscription value. How can we make subscribers feel like they’re gaining more than just a subscription service.
Dated → Modern
If we update the page as a whole to match our new styles and create more eye-catching graphics, then we will create more brand recognizability and further associate ourselves as an established media outlet users will want to pay for.
DISCOVERY & INSPIRATION
I broke down each section of the brief and evaluated each visual individually and later their interactions that may affect the user’s experience.
DESIGN EXPLORATIONS
Hero variants
Get the inside scoop variants
Act on Ambition
Information to empower you
WIREFRAMES
Initial iterations
FINAL DESIGNS
Business Insider lifecycle emails
OVERVIEW
Within a year, the marketing team has been redesigning and re-strategizing all our emails sent throughout a users full lifecycle, house ads, paid media, and product marketing pages. It was important for us as a team and as a business to update our email designs to reflect and match the bold, confident, and innovative rebrand of Business Insider.
With millions of users receiving our marketing emails each year, these new designs help introduce and reinforce the Business Insider brand at every stage of the user lifecycle, strengthening our visual presence as a recognizable media brand.
Objective
To reflect Business Insider’s brand book and strategy across all company growth marketing emails and product pages.
Platforms
Desktop Web
Mobile app (Gmail, Apple, Outlook, iOS & Android)
Role
UX/UI Email design
User research
Art direction
Email Strategy
Leads nurture journey
Subscriber onboarding journey
RESULTS
Design
As an extension of our new brand book, we created an email specific style guide to align our new designs with the rebrand. We were able to templatize our emails, with consistent components and styles, to create elevated designs that deliver an approachable, sophisticated and memorable experience.
Brand Messaging
We overhauled all messaging throughout the journeys, utilizing our new consumer messaging guide. Now, all copy is grounded in our new core brand messaging pillars and refreshed subscription value props.
Strategic Optimizations
The rebrand was an opportunity to infuse strategic changes to email journeys based on SIA’s regi and sub retention analyses. We increased focus on driving key behaviors correlated with acquisition and retention, and made changes to offer-related message timing based on what we know about the regi to sub conversion journey.
Read more below to see how we did it!
BACKGROUND
Outdated email flows and designs
Business Insider’s email library span across lead, subscriber, or churner audiences. There are several email journeys sent to over 1M users. In total, there are over 50+ unique emails and touches I had to redesign. Below are just two out of the several email journeys that focus on converting users to paying subscribers and onboarding subscribers.
