Boosting subscription growth
At Hart Energy, a leading media publishing company, we aimed to significantly increase subscription revenue by optimizing the user experience surrounding our paywall and newsletter preference center. This case study outlines the process we undertook to achieve a 10% increase in active readership and secure 5,000 new subscribers.
Research and Analysis
Setting Clear Goals
Aligned with Hart Energy's long-term business goals, leadership identified the need to optimize digital revenue through increased subscription conversions. Using the SMART goal system, we defined our objective: to enhance the subscription funnel and newsletter preference center to drive a measurable increase in active readership and subscriber acquisition within a defined timeframe.
Specifically, we aimed to increase active readership by 10% and gain 5,000 new subscribers.
Strategic Research
We conducted a thorough analysis of the existing user journey, focusing on the pain points within the paywall and newsletter preference center.
Analytics Review
Analyzing website traffic, conversion rates, and user behavior to identify areas for improvement.
Competitive Analysis
Assessing the subscription models and user experiences of industry competitors.
SWOT Analysis
Evaluating Hart Energy's strengths, weaknesses, opportunities, and threats within the digital subscription landscape.
Wireframing and Prototyping
Analysis and Insight Distillation
Working closely with cross-functional partners, we distilled research findings into actionable insights.
We identified key user pain points, such as:
A confusing paywall interface.
Difficulties managing newsletter preferences.
A lack of a clear value proposition.
By understanding these pain points, we began sketching potential solutions.
Strategizing and Planning
The product team proposed a strategy to address the identified user pain points and achieve our business goals.
This included:
Developing a simplified and more intuitive paywall design.
Creating a streamlined newsletter preference center.
Enhancing the clarity of the subscription value proposition.
We created detailed wireframes and interactive prototypes to visualize and test our proposed solutions.
This planning stage helped align teams with company goals and customer needs from start to finish.
Design-Development
Execution and Development
The design and development teams collaborated closely to bring the prototypes to life.
The UX design focused on:
Improving the visual hierarchy of the paywall.
Simplifying the subscription process.
Creating a user-friendly interface for the newsletter preference center.
Launch and Post-Launch Testing
Using a product launch plan template, we released the updated paywall and newsletter preference center.
Post-launch, we continued to gather user feedback and monitor key performance indicators (KPIs).
We conducted ongoing user testing and made iterative improvements based on user behavior and feedback.
Outcome and Results
Measurable Success
he project resulted in a significant increase in subscription growth.
We achieved a 10% increase in active readership.
We successfully acquired 5,000 new subscribers.
These results demonstrate the effectiveness of our user-centered design approach.
The overall revenue of the subscription service increased.
Conclusion
Key Learnings and Future Directions
This project highlighted the importance of user research and data-driven decision-making in driving subscription growth.
By focusing on user pain points and optimizing the user experience, we were able to achieve significant results.
Continuous optimization and user feedback are essential for maintaining and growing our subscriber base.
We plan to continue iterating on the design and exploring new ways to enhance the user experience.
This case study exemplifies how a user-centered approach to product design can drive significant business outcomes.
Company
HART ENERGY
YEAR
2023 - 2025