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How to Get More Site Traffic to Convertto Free Trial Subscriptions with CreditCard

Rick AndersonPresident & CEOZip.caTuesday, May 8, 2007


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About Zip.ca

Canada’s largest online video service Offering includes 55,000 titles, no late fees,

free shipping directly to your door Our convenient membership service combines a

simple title-selection process and quick home-delivery

Zip.ca offers six different membership plans tosuit all viewing needs

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


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Our Objectives

Increase conversion rates for newcustomer signups

Better identify consumerpreferences on promotion &package alternatives



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Our Challenges

High Cost Per Acquisition (CPA)

Limited analytical understanding of signup funnel

IT testing scalability



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Methodology


Learning is whatis happeningtoday

Optimize is usingtechniques togenerate betterresults

Automate is soliduser experiencesservedautomatically todifferentaudiences


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Testing Focus & Process


Created FIVE unique new user layouts focusing on: Free trial promotion Fewer price plans “Best of breed” benchmark Order of fields User experience enhancements Marketing message Look and feel

Determine factors that drive conversion rate: Fields with high / low abandonment Errors message breakdown Time spent per question set Question order conflicts

Focus initial testson keycomponents ofcurrentregistrationprocess

Ensure that thereis sufficienttraffic to reachstatisticallysignificant results


7© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

Control: The original process which allversions are measured against

Original sign-upprocess is a twopage form


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Step 1 – Creates a “Base” version

Break process into five easy steps Combine, simplify & clean-up steps in

user-friendly manner Deploy user interface experiences via

Amadesa platform The “Base” version is the canvas from

which all tests are created


9© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

Base: The “canvas” to create all test from

Break processinto 5 easy steps

Combine, simplify& clean-up stepsin user-friendlymanner


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Step 2 – Create new layouts on top of“Base” Focus on:

Order of fields Free trial promotion Fewer price plans “Best of breed” benchmark User experience enhancements Marketing message Look and feel


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V2: Reorder Base Version

Shifting emailaddress andpassword to thefinal step

Shifts all steps upone screen


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V3: New look and feel

Redesign V3

Drive free trialoption

Creating newbarkers for Planselection


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Redesign V3





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Redesign V3





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Redesign V3





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Redesign V3





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Forcing user downthe free trial path

Limiting initialselection optionsto mostfrequentlyselected plans

V4: Limiting Promotion & Plan Selection


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V5: Competitive Benchmark

Assessingcompetitivebenchmark

Insertion ofmarketingmessaging


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All VersionsReportingSnapshot

Question Abandonment

• Graph represents combination of user behavior and errors

• The results show that roughly 80% abandon on the first step

• Gradual decrease in abandonment throughout the form untilthe user is asked for payment information

Screenshot of Amadesa reporting


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All VersionsReportingSnapshot

Time Spent Per Question• Low time spent on first two questions validates that the

high abandonment rate on these questions is due tounqualified visitors and not issues with the questions

• Pre-population of billing information leads to least timespent & lowest abandonment and error rates



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Error Report• Street number is an issue for users

•An error existed on the “control” form which needed to be fixed tomitigate user error•Disabled ‘Continue’ button until fields were properly filled out

• Users are entering invalid emails•Disabled ‘Continue’ button until we identified that email fieldincluded an (@) and (.) symbols

• Users seem to be ignoring current messaging of 6-10 characters forthe password

• Required a minimum of 6 and maximum of 10 characters to befilled in prior to ‘Continue’ button becoming enabled



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Which version do youthink performed

best??


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AnalysisAmadesa solution provided lift on

four of five versions

Description Conversion vs.Index

Control 100

Base Break control into five steps 175.82

V2 Reordering steps of base 118.68

V3 New design of base 94.44

V4 Limit Promotion & Plan selection 152.20

V1.10 Benchmark competitor 157.69


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Conclusions

Break the current ‘mold’

Initiate interest through easy first question

Leverage technology to simplify the process

Promote sense of accomplishment

Obliterate preconceived notions of success



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Credit/Thank You

Rick AndersonPresident & CEOZip.caTuesday, May 8, 2007

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