Redesigning a paywall to boost subscription conversions
Speech Blubs is a popular speech therapy app for young children with over 5 million downloads. To improve subscription conversions, I optimized the paywall by simplifying navigation, clarifying messaging, and highlighting key benefits. These changes enhanced the user experience and effectively communicated the app's value, leading to higher subscription rates.
My role
• Revised subscription paywall copy and made UI updates to boost subscription conversions.
• Prototyped and tested content.
Skills
UX writing, UX research, content strategy, content testing.
Process
✔️ Competitor research.
✔️ Content audit.
✔️ Recommended copy and UI improvements.
Objectives
🎯 Highlight the app's function and value
🎯 Revise copy to effectively present subscription plans
🎯 Adopt an optimistic and nurturing tone suitable for a children’s app
Existing paywall
The existing paywall featured a carousel with four persuasive statements about the app’s value and purpose. However, the content was repetitive and didn't offer much value to the user. (See the copy exploration table below for full details.)
The monthly subscription plan was hidden behind a toggle switch for the free trial. Users could only discover the plan by turning off the free trial, which most were unlikely to do. I considered how this might affect the product’s appeal.
The existing design placed company testimonials and customer reviews at the bottom of the screen, without any visual cues to indicate that the screen was scrollable. This made the persuasive content difficult for users to find.
Copy explorations
Final copy carousel
Revised paywall
Updated carousel with relevant and persuasive content.
I collaborated with the product manager to implement a series of changes beyond rewriting the existing copy. These included:
Giving equal prominence to both annual and monthly subscription plans.
Extending the free trial to monthly subscribers.
I identified scenarios where offering a monthly subscription plan could address user pain points and reduce drop-offs. The copy and design updates align with the business strategy by promoting the annual plan as the best value option.
The company testimonials and customer reviews are displayed in a sheet that slides from the bottom of the screen, making the content easier to locate.
Content testing
I created an interactive prototype using InVision. 10 participants were asked to give feedback on their experience including the subscription plans and free trial offerings.
Testing results
100% of participants found the information about the free trial and subscription offerings clear and easy to understand.
70% of participants said that they had received all of the information that they needed to make a decision about signing up or starting a free trial. Those looking for more information requested a video demon of the app in action.
Further testing of the entire revised onboarding flow is currently underway.