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9 Proven Strategies to Optimize Your Subscription Pages

Are you interested in getting more conversions for your SaaS subscription-based business?

If so, you’ve made it to the right place! 

Marketers and business leaders in the software industry and beyond understand that subscriptions play a massive role in our lives. A good subscription page draws in visitors, convinces them that your product is worth their time, and ultimately leads to more sales and engagement. Your subscription page is the last step in the customer journey, which could be the difference between a conversion and not.

On the other hand, a bad subscription page can confuse and actually drive people away from your site. When people feel like they don’t understand what you’re offering or why they should care, there’s a very good chance they’ll leave without taking action, which isn’t good for business.

When you consider that the average person has 4.5 subscriptions — and in some cases — much more than that, it’s clear that you need to do something to make your page stand out from everyone else in your industry. For even more context, it’s estimated that by 2025, the digital subscription market will hit a staggering $1.5 billion. 

 As a business owner, your subscription pages will determine if someone decides to buy your product or leaves without taking action. So, getting this aspect of your website right is super important. 

Today, we will cover nine actionable strategies for optimizing your subscription page for more engagement and conversions. 

Let’s get started! 

Understanding subscription pages

Before we dive in and explore ways you can improve your subscription pages, let’s quickly go over the basics so we are all on the same page. 

Put plainly, a subscription page is a page on your website where people can learn more about your product or service. If you play your cards right, you can convert curious visitors into customers. 

Regardless of what type of subscription you’re promoting, a dedicated landing page can help you connect with your audience and convince them that what you’re selling is worth their time and hard-earned money.  

With that in mind, most successful subscription pages have a few things in common:

  1. A clear, compelling value proposition
  2. Multiple subscription options
  3. Eye-catching call-to-action buttons
  4. Social proof to build trust 

Here’s an example from MonsterInsights where you can see what it looks like when all of these elements come together: 

Image Source: MonsterInsights

Streamline your signup flow

First on our list of proven strategies is to make the signup flow as easy and painless as possible.

It all starts with your signup form.

Look, we get it. You want to know everything about your new subscriber. Their favorite color, their pet’s middle name, their shoe size… But here’s the cold, hard truth: Every extra field is another chance for them to bail.

We’ve found that the magic number that gets people to take action is three to five fields. Generally, you’ll want to ask for their name, email, payment information, and perhaps an optional question or two if you want to personalize future content.  

If your signup process absolutely must be multi-step, at least let people know how far along they are. A simple progress bar can work wonders for reducing form abandonment.

We suggest making things even easier for people who already have accounts on your site by offering a one-click signup option. This step will make it super simple for people who’ve already shown interest in your brand to get your subscriptions in seconds. 

Alternatively, you could let visitors sign up via other online profiles, like Google and Facebook. New visitors will appreciate this speedy signup flow and, as a result, may be more likely to buy your product. Check out the example below from LA Times.

Source: LA Times

Create a compelling value proposition 

When people buy something, it’s because they can see how it will improve their lives. From a business perspective, this is your value proposition. Value propositions tell people exactly why they should choose your product or service over others and what they can expect if they commit to your brand. 

The most important thing to remember here is you need to focus on the benefits of your service, not just the features. 

Let me give you a prime example. Many companies today love telling their customers that their product is powered by “AI technology,” but what does this really mean to the user? 

Businesses need to go beyond explaining the features and talk about how the person reading will benefit. Maybe it saves them time, perhaps it will reduce errors. This is up to you to decide based on your unique product, insights, and previous results. 

But as a general rule, you should use persuasive, engaging copy to make your point. Putting yourself in your customers’ shoes can help with this part of your marketing. 

Also, don’t be afraid to mention common pain points. If your audience struggles with something specific, mention how your product solves it. This shows you understand them and have an answer that will help them reach their goals.

Ultimately, your value proposition should answer the question “What’s in it for me?” from the subscriber’s perspective. Make it good, make it clear, and make it count.

In the following example, Ooma shows how its product simplifies otherwise complicated communication solutions for businesses and the average person. 

Image Source: Ooma

Highlight social proof

One of the best ways to get people to consider your subscription options is to highlight social proof. 

If you’re not familiar with social proof, it is evidence that your brand is trusted and respected by other customers and businesses in your industry. There are plenty of powerful ways to illustrate this on your site.

Here are some impactful types of social proof you can add to your subscription page: 

  • User reviews – Highlighting user reviews on your subscription page is a surefire way to get people to trust your business. If you’re wondering how much of an impact they can have, consider that 88% of shoppers trust customer reviews more than traditional marketing. Shocking, right?
  • Impressive figures – People are more likely to take you seriously if they see how many customers you currently or cumulatively serve. A banner that says “Join 50,000+ happy customers” will likely get people’s attention. They figure if 50,000 other people like your product, they probably will, too! 
  • Trust badges – Trust badges are seals of approval from other reputable brands. You’ve probably seen them before, even if you didn’t recognize them. PayPal, McAfee, Norton, and other big-name businesses will allow you to put their trust badges on your subscription page if you meet their requirements. It’s different for each place, so you’ll want to find the one you’re most interested in. 
  • Live sales alerts – Live sales alerts, also called sales notifications, let people know when other shoppers take action on your site. For instance, if someone is on a subscription page, they may see an alert that shows that another shopper has bought an annual software plan. These alerts tell visitors that others trust you, so they should too. 

Here’s how SendLayer convinces users that visitors that existing customers trust them: 

Image source: SendLayer

Offer flexible pricing tiers

When it comes to your subscription services, one size does not fit all. People have different goals, needs, pain points, and budgets. These factors can impact whether they decide to buy from your website. That’s why offering flexible pricing tiers can drastically increase your conversion rates.

The best thing you can do in this situation is to offer at least three tiers. Ideally, you should have:

  • A basic tier for casual/first-time users
  • A pro tier for advanced users that need extra features
  • An enterprise tier for bigger companies that need to onboard a team

These options give people the freedom and flexibility to choose a plan that works for them. 

You’ll want to make everything easy to understand, so adding a comparison table to show what’s in each plan can greatly help. This will help people better understand your subscription tiers to get the right product for their needs. 

If you can, offer annual plans at a discounted rate. This will encourage longer commitments from subscribers and give them savings. It’s a win-win that many users love. Don’t get discouraged if you see a lot of month-to-month subscriptions. People often want to try a product or service before they commit to a yearly agreement. 

Image Source: Monday

Feature high-quality visuals 

High-quality visuals can make or break your subscription page. Don’t believe us? Consider this: 97% of marketers believe that showing videos on their site helps customers understand their products. 

Using visual content correctly can be a powerful tool for communicating information and turning your audience into customers. 

Luckily, there are plenty of ways to illustrate how your product will add value to your customers’ lives.

Product screenshots can help give users a sneak peek into what they’re signing up for. They give a tangible sense of your product’s interface and functionality. Make sure these screenshots show off the key features so people can see what makes your product different from others on the market. 

Demo videos can be even more powerful. A short and well-produced video can show your product in action, demonstrating its value in a way that text can’t. You could also create a brief overview video highlighting your subscription’s main benefits.

When choosing or creating visuals, ensure they’re relevant to your product and target audience. Generic stock photos won’t cut it here. Your visuals should be directly related to your offering and show people what they stand to gain by signing up. 

Below, you can see how Hello Fresh convinces people to take action by showing eye-catching shots of the meals you can get if you subscribe.

Source: Hello Fresh

Optimize for smartphone users

When you consider that over 5.44 billion people own mobile devices, it’s obvious that optimizing your subscription page for mobile users is more important than ever before for businesses across all industries.

Let’s put it this way: you could lose over half of potential customers if your site doesn’t load correctly on smartphones and other mobile devices.

The key to making this happen is to use a mobile-responsive design. This means your page will look great and work well on all screen sizes,  from large desktop monitors to small smartphone screens.

Responsive design automatically adjusts the layout, images, and text to fit the device your audience is using, ensuring everyone has the best experience possible when browsing your site. 

You’ll also want to fine-tune navigation on your page for mobile devices. Since screens are smaller, and the thumbs are the main way they will interact with your page, you’ll need to make buttons big enough to tap and menus simple and intuitive.

You’ll also want to look at your dropdown menus, forms, text readability, and other aspects of your site. The last thing you want is to lose a potential customer on your subscription page because they had trouble filling out a form or couldn’t read what you have to say. 

We advise using responsive templates and page builders so you can quickly and easily build a site that works for your audience, regardless of how they want to engage with your business. 

Experiment with A/B testing

A/B testing, also known as split testing, is a powerful way to refine your subscription page and get the best results. This method involves creating two page versions with one element changed and then comparing the results to see which one converts better.

The best way to start is to create variations of key parts of your page, like your call-to-action (CTA) button colors, page layouts, headline copy, imagery, or even pricing structures. For example, you could change “Get Started Now” to “Start Your Free Trial” as a call to action. 

One of the most important things to remember about this strategy is to focus on data, not gut feelings. Gathering actionable data from tests will help you develop your page in a way that appeals to your target audience, which means more clicks. 

A/B testing provides concrete numbers on which version performs better, which takes the guesswork out of the equation. 

When testing, ensure a sample size that is large enough for statistical significance. Testing for too short a time or with too few visitors can lead to misleading results. We recommend running tests for at least two weeks before you draw a concrete conclusion. 

These seemingly subtle changes can actually have a huge impact on your conversion rate.  

And if you’re interested in A/B testing your emails, Encharge has everything you need to make it happen. You can create tests all throughout your customers’ journey, which makes it super easy to meet your audiences’ needs and take their experience to the next level. As a result, you’ll be able to turn more new subscribers into happy customers! 

Offer a free trial 

Offering a trial on your subscription page is an excellent way to win people over and boost your conversion rate. Most people are unwilling to try a new software or subscription service unless they can try it first. 

Why do you think Netflix and many other subscription services encourage people to try their product before they buy it? Overall, this is one of the best ways to overcome hesitation and build trust with your audience.

The length of the trial can vary depending on what you’re offering. In our experience, seven to 30 days is common, but you’ll want to consider what time frame allows users to truly experience the value of your product or service.

When someone wants to convert, make it easy to jump from the trial to a paid subscription. By creating a smooth transition process, perhaps with a special offer for trial users, you make it much more likely that they’ll decide to subscribe. 

If you look down below, you can even see Hulu offers a 30-day free trial for first-time customers. They know that people depend on these experiences to decide if they’re going to stick with a brand or not, and that’s why they let anyone try them for 30 days before they commit. 

Personalize content and offers

Personalization can have a massive impact on sales and engagement. Don’t believe us? Here’s something to think about 80% of people say they’re more likely to engage with a business if they personalize offers and content.

Impressive right?

So, with this in mind, you’ll want to think about how you can personalize your subscription page for your audience. Generally, it’s much easier to do this if the person already has an account or joined your email list. You can use elements that they shared to make their experience better. 

The example below highlights how knowing someone’s name can make an offer more enticing.  

If they haven’t provided information, you could use the geolocation API to make an offer relevant to their location. While this doesn’t necessarily work for every subscription model, it has its place. 

Another way to personalize for your audience is to guide them to specific subscription pages based on the content they are looking at on your site. For example, if a SaaS company offers a variety of marketing tools, they could invite subscribers looking at blog posts with the email tag to check out their email marketing tool. 

Here’s an example from SeedProd. If someone is browsing their blog and reading articles on building a website, they would likely benefit from being linked to a subscription page that focuses on their specific goals and pain points.

Source: SeedProd

Final thoughts

There you have it! 

Optimizing your subscription page is crucial in growing your business and increasing conversions. By implementing the strategies we discussed today, you can create a compelling experience that turns visitors into loyal subscribers. 

It will take time for you to optimize your page, but if you’re willing to pay attention to data, be patient,  and put some of these tips into practice, you’ll see a steady increase in engagement and conversions.

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