Optimization of subscriptions through a one-click purchase overlay
Result:
Architecture
Germany
+ 55% Test phases started
Table of contents
About Competitionline
Competitionline is a platform on which architecture and building competitions are published. Architects can find tenders, results, jobs and editorial articles on current topics in architecture and urban planning. Offices can also present their projects and compare themselves with others.
Initial situation
The blocked article pages are among the most visited areas on Competitionline. Currently, users must first select a subscription via a pop-up, then fill out a form and confirm the subscription manually.
This process involves several steps, although many people have already entered all the necessary data in their account and could actually send the form with one click.
The aim of the test was to simplify this process by making it possible to take out a subscription directly on the blocked article page with just one click - including immediate access to the content.
Variants
Hypothesis
If users will be able to start their test phase and subscription with just one click directly on the blocked article pages,
Then the test phases launched will increase,
Because the reduction of barriers and direct access to content through a simplified member bridge increases conversion.
Original
Variant
Changes: Instead of entering the required information manually over several steps, the data is now filled in automatically for logged-in users so that they can complete the purchase with just one click.
Test results
The experiment reached a significance of 98 % and confirmed a clear uplift: If users can start their trial phase with just one click directly on the blocked article pages, the number of trial starts increases by +55 %.
A total of 2,714 desktop users took part in the experiment. The test was deliberately conducted on desktop only, as the majority of Competitionline users consume content and subscribe there.
Started test phases: +55 % vs. original
Significance: 98 % (frequentist)
Rollout: After reaching significance, the variation was rolled out to 100 % of desktop users using Varify.
Conclusion
The test clearly showed that reducing hurdles in the subscription process leads to higher engagement and more subscriptions. Direct access to content had a particularly motivating effect on users to start a test phase. At the same time, the elimination of unnecessary steps made for a smoother and more intuitive user experience. Based on these results, the new process was rolled out to 100 % desktop users.
Important findings
The experiment confirmed that less friction in the process has a direct impact on conversion. Users reacted particularly positively to having immediate access to the content - without additional forms or intermediate steps.
The simplified one-click flow made the process more intuitive, increased the number of test phases started and showed that desktop users - the platform's main target group - respond particularly well to streamlined processes.
Overall, the test proves that even small UX adjustments can have a measurable effect and that there is further potential for optimization in the subscription and onboarding process.
The collaboration with Varify has enabled us to integrate experimentation into our everyday life.The test has shown that even small, well-planned experiments can have a big impact - they not only increase conversion, but also confidence in data-based decisions.
Head of UX & International Growth at Design Bestseller
Head of UX & Intern. Growth