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Subscription site needing conversion optimization input

by fsonic
2 replies
  • WEB DESIGN
    • |
We have a site / web app that offers a "preventative service" and have been struggling in the conversion ratio aspect.

The design is sharp and professional with no complaints from any visitors and the conversions that are made do stick with the service (near 0% cancellation rate). Notwithstanding, it is a subscription based preventative service where we think it is difficult for people generally to accept that they need such a solution. For example, the computer backup business is one of those where we *know* we need it, but how hard is it for us to part with our cash to take the plunge?

In other words, you don't feel or see a reward immediately for your sacrifice other than logically, which doesn't do much for the reward centers of our brains.

I'm attempting to think of other website designs and approaches of organizations that sell perhaps similar products / services, but am running into a wall.

Could you share any examples of successful sites / businesses that operate in this space that have successful landing pages, product / plan pages or marketing campaigns?

Additionally, we're open to you personally reviewing the site in private and offering your personal feedback and input on what we're currently doing and what could be done better if you send a private message indicating that you'd like to do this.
#conversion #conversion optimization #design #input #needing #optimization #review design #site #subscription
  • Profile picture of the author enavagate
    I think it goes back to the "people search for drills because they want holes." Lots of people know that they need this service but how many of those people have actually experienced the traumatic problems that occur from not having this service in place at a crucial time.

    It's like identity theft (so you may want to look into how they market their products) or life insurance. They all show people and try to relate to people that have gone through or are concerned about going through the loss. Look at backup services like Mozy or Carbonite to see how they are approaching this.

    You will need to pre-sell your visitors to educate / tell them about this product they "didn't know" they needed. So in a sense you are creating the demand in their minds. You can do this in a free report, video or series of case studies.

    Tackle any objections ahead of time like: cost, ease of use, efficiency, ease of data retrieval.

    Make sure you have a clear call to action, it could be just that simple. Give them multiple options and opportunities to sign up OR tell their friends about this service they might need. Offering the free report will also help you follow up with non-buyers.

    Hope this helps,

    Elisa
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    • Profile picture of the author fsonic
      Elisa, this is very helpful and you hit on a number of points we've been discussing. I'm so glad that you corroborate some of the discussions we've had on the topic. I didn't want to soil the discussion, but your bringing up life insurance (since it is so ubiquitous and it's a non required insurance) is accurate. Likewise we've thought of perhaps nutritional supplement orgs, and even religions and how they broach topics that are not perhaps perceived as necessary, but are still very successful in their ability to draw customers and people in.

      One problem we've had though, for example, in the insurance arena, is finding high quality examples of marketing campaigns and sites + targeted landing pages. We'd really like to perform a survey of these successful approaches and to build a list of common denominators or psychological elements that can really be actionable in our situation.

      But yes, you've been helpful and this is a great sounding board. Thanks so much!
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