Reduce user hesitancy for Scheduling trials
Overview
In order to sign up for a Squarespace Scheduling trial, all users must first land on the Scheduling interstitial page (shown above). While investigating how to increase the trial rate, we identified the interstitial as a low effort, high impact way to make this improvement.
PROBLEMS IDENTIFIED IN USER INTERVIEWS
To better understand the problems, my team and I interviewed a small segment of users where we had them walkthrough the Scheduling trial sign up and onboarding experience. While reviewing user feedback we identified two main issues:
The interstitial doesn’t explain the actual functionality of the product
It’s ambiguous what the plans and costs are for Scheduling once the trial is over
Initial Explorations
Breakdown of what doesn’t work in the old interstitial
Different approaches: Simple, feature oriented, or cost/plan oriented with card linking to KB articles
Simple version
Feature-oriented version
Plan/cost oriented
Final version
Combine all three approaches with updated background image showcasing the client scheduling page, and removing KB cards to focus primarily on trial sign up.
Results of A/B Test
Compared to the old interstitial we saw a 16% reduction in trial sign-ups, but a 19% increase in subscriptions resulting in a net positive. This indicates that we’re properly educating users and engaging with the people who connect with the Scheduling features.
What I learned
It can be hard to test direct impact of interstitial updates on trial and subscription, especially when trying to pinpoint the specific changes
Looking at how other Squarespace product trials work, in future iterations of this it might be worthwhile to get rid of the trial and allow users to jump right into playing with the product
Partnering with Content Strategy early on is incredibly important, especially for copy heavy work like this one