Create a Landing Page for Freeletics.com to test how the users will react to combining the Training Products (BodyWeight, Running and Gym) with a single subscription. This Project is called All Access Training.
Since the goal here is to reach our current free users who were already requesting this possibility to pay a one time fee for access to All Products. The answer to this was to build a small page with less content than our Main Page, focusing more on the emotional aspect and later perform an A/B test with this page, to compare the results of both pages.
We started putting a Video in our "Hero" area instead of an image, giving more information to our users about all the products since it would be difficult in just one image to explain all the different app features. The new page will include:
- Instead of a large page of text explaining all the features, we’ve decided to put images of our apps with icons with smaller descriptions. Through this, we will test if we can achieve the same results more efficiently.
- The most important part of this page was the "Community" area. The goal here was to measure if putting more emphasis on the emotional aspect (i.e. testimonials) we could achieve a better conversion rate to our subscriptions.
- To not have a dead end on the page we decided to add a numbered animation showing an estimate of the number of users working out at that moment.
With the new All Access Training Page we also needed to create a new Checkout Page, making it possible for our users to pay for all products with just a one time paid subscription.
Product Designer Lead from the Monetization Team
- Paper and pen
- Google Analytics
The Idea of this grid was to show a live community with not only Video Transformation but different kinds of social media with the real users from our Freeletics Community and Social Medias.
- Change Social Media Post to each 10 seconds. (not implemented yet)
- Show Social Media Posts according to the user language and country.
- Add JS Animation SlideinUp Eg.: (https://daneden.github.io/animate.css/) (not implemented yet)
Invision to test the first flow
A/B test All Access Training (50%) vs Main Page (50%)
Goal: User Registration
Time: 2 weeks
Result: 51.4% (AAT) vc 48.6% (Main Page)
New Checkout Page
Results and Learning
- With the new Checkout Page, we increased ten times more conversions
- With the Optimizely A/B test it was possible to conclude that we don't need a big amount of content, but rather, let the results speak for themselves through users’ testimonials.
- With Crazyegg we saw that users clicked on the icons and numbers expecting some interactions, so we need to think of something for this in the next version.
- We got a very good results with the static community grid. Now we need to implement the interactions and measure the new results (The interaction was not implemented on the first version, we tried to think of a way to decrease time and test our ideas faster).