RCNi Plus subscription funnel
My role
Research. Design. Prototyping. Testing. Developer handoff.
Overview
RCNi produces a number of digital products including RCNi Learning, RCNi Portfolios, CPD quizzes, as well as a number of specialist nursing websites with content behind a paywall. Users are not able to access each of these individually, and instead gain access through a single product titled RCNi Plus which includes its own customisable homepage which can only show users content relative to their field of practice or preferences.
There is a student offering available which excludes the personalised home page called NS student.
One exception to the products available within RCNi Plus is Nurse Researcher, this website and digital page turner journal can be accessed as a stand alone product but is also included in a Plus subscription.
Additionally, RCNi co-publishes a print product called Evidence Based Nursing which we also sell on our platform.
The problem
While users can subscribe to RCNi Plus through our websites, a vast majority of new subscribers come through telemarketing,
This is costly. New subscriptions through our digital product were low - we needed to understand why and improve this.
My assumption
When a user clicks subscribe on any of the forementioned products, they would land on a general landing page asking them if they wanted to subscribe to RCNi Plus, NS Student, Nurse Researcher, or Evidence based Nursing. All these had an equal weighting and importance on the CTA.
If we look at the below user journey of a nurse looking for learning resources, we can see where and why this drop off is happening.
When a user comes from RCNi Learning, they are not aware that RCNi Plus or NS student, and while it is mentioned in the body copy, they feel overwhelmed by the choice and simply leave this page.
Additionally, the subscription funnel was made up with a total of 5 steps in order to complete a subscription.
Research
My initial reseach was to set up a funnel in Lucky Orange to track the subscription journey.
We found that between 89 and 92% of users left on that initial landing screen.
Further through the subscription funnel was a page where users were asked if they would like to add a print journal to their subscription for an additional fee, this presented users with the choice of 10 journals to add. This page saw a drop off rate of 17%.
Overall, 5% of users who started the subscription funnel when through to completion.
We also only captured an email address after the user went through 3 previous screens, meaning we had no way of following up or incentivising those who did drop off.
The solution
We settled on a phased approach to the subscription funnel to allow us to go live with changes fast and to measure what was making an impact along the way.
We would do this as follows:
• Redesign the initial landing page
• Make the initial landing page dynamic
• Rework the rest of the subscription funnel
The design
We created a subscription page which highlighted all the benefits of RCNi Plus and boldly called out all the products that were included in the subscription. A new price strategy also meant that we could mention the price on this page so users knew early on what it would cost.
The page would focus on the business goal, to increase RCNi Plus subscriptions, but still offered links to users looking to subscribe to NS Student, Nurse Researcher, or Evidence Based Nursing.
A separate page was created for users wanting to subscribe from NS Student.
User testing
The designs were presented to small user groups to gauge feedback and 5 second tests were conducted to see what users took away from this page compared to the previous.
We also asked users to subscribe from certain products and talk us through the process. It was clear that when coming from RCNi Learning, users found it would be included in the redesign as apposed to the previous version.
Results
Following the release of the new landing page, we saw the drop off rate on the initial landing page decrease by 22%.
More importantly, users continuing through to completion saw a 160% increase, from 5% of users who started the journey to 13%.