The Wall Street Journal’s shop consisted of a complex product mix with 9 different subscription options available to choose from (3 packs & 3 price points per pack).Research revealed that visitors struggled to understand the differences between subscription options, due to the limited differentiating factors and the layout of the pack information.
Phase 1: Better understand user requirements & friction
Through user interaction analysis we discovered that 22% of visitors had a high amount of click action to compare the subscription options and 34% of visitors that went to the checkout then returned to shop, due to choice uncertainty.
On-site surveying revealed that 35% of respondents wanted to buy a print-only subscription which was not sold.
Phase 2: Insight informed hypotheses & testing
By testing different product mixes we validated that replacing the Election Special pack with the Print Pack not only better met visitor’s requirements, but also created a higher differentiation between packs, therefore making it easier to compare and select a pack. This increased overall orders by 11%.By presenting all pack descriptions in a three column layout we decreased the level of effort to compare and select a pack which increased orders by 7%.
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