Website that runs on subscription billing model have to be easy to use, easy to navigate and provide ready information for users. Read to know tips on subscription billing run websites, how it has to be structured and what should be done to maintain high customer retention. Know more about subscription billing strategy: https://www.vindicia.com/solutions/business-model-optimization/

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Businesses
Utilizing
Subscription Billing
Need a Strong
Website
© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.

2. 2
Businesses Utilizing Subscription Billing Need a
Strong Website
© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.
When you run a business that uses a subscription billing model, you need a website that
is easy to use, expertly designed and memorable. Customers that have a poor
experience online will simply go elsewhere. Your website is a reflection of the rest of your
business subscription offerings. A strong website experience for customers will help drive
sales and keep customer retention high.
Create a strong homepage
A homepage that is easy to navigate, loads fast and directs customers toward your
subscription offerings will have an important impact on your bottom line. Everything on
your website has to work smoothly and quickly to ensure the acquisition of new
subscriptions. According to Kissmetrics, as website load times increased, so did page
abandonment. Around 30 percent of website visitors utilizing mobile devices said they
wouldn't wait more than 6 to 10 seconds for a Web page to load.

3. 3© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.
Video can be a highly effective way of showing the positive aspects of your subscription
offerings.

4. 4© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.
Utilize video and images on pitch pages
Pitch pages should have somewhere between two and four subscription offerings on
them. This will show potential customers several different subscription offerings to
choose from. While there is often no substitute for text content on these pages, don't
forget the power an image or video can lend to a subscription package. According to
Smashing Magazine, while video isn't always the best option, it has the ability to deliver
a direct and clear message to a wide group of people. Video can provide a different,
more intimate user experience if done in the right way.
Video can show the subscription package's features in depth, or it can be used to show
how satisfied customers utilize your offerings. Smashing Magazine reported videos work
especially well in the entertainment industry and corporate settings, such as software
subscriptions.
Ensure billing pages are concise, clutter-free and offer several payment options
If your pitch pages do what they're supposed to, potential customers will move to the
pages of your website that deal with billing. It's highly important that these pages focus
on one thing – getting the customer to sign up for a subscription. According to
Webstrategies Inc., rates for people who abandon their purchase during the checkout
process hover around 59 percent.

5. 5© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.
While there are a number of reasons a consumer may decide to abandon their purchase,
15 percent reported the checkout process was too complicated. One way to reduce the
number of subscribers who leave once they reach the billing pages is to simplify the
process. These pages should only ask for information that is necessary to complete the
purchase. Don't waste the customer's time by asking things like credit card type, which
can be identified by the card number itself.
Another reason people abandon their purchase in the middle of the process is because
they can't pay the way they want. Twenty-four percent of people who abandon their
purchase wanted more payment options, Webstrategies Inc. reported. Today, cards
aren't the only way to make a subscription billing payment. The more options your
customers have to pay their bills, the more likely you are to acquire new customers and
retain current ones.
"Businesses need
to have a website
that can be easily
viewed and
navigated on
mobile devices."
Optimize the site for mobile
Mobile Web browsing is on the rise. According to the Pew
Research Center, nearly two-thirds of Americans own
smartphones, and for many of those people, their phone is the
main link to the Internet. For this reason, it is extremely
important for businesses of all kinds to have a website that can
be easily viewed and navigated on mobile devices.

6. 6© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.
Kissmetrics reported 79 percent of shoppers using a mobile device are less likely to use
the same website again if they have a bad experience, and 44 percent of mobile device
users will tell friends about a poor experience. This means every aspect of your site
needs to be ready for mobile use.

7. 7© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.
About the Author: Bryta Schulz
Bryta joined Vindicia in 2013 and serves as Senior Vice
President of Marketing. She is responsible for building brand
awareness, creating go-to-market strategy and promotion, and
driving growth. With over a decade of executive level marketing,
product management and PR experience, Bryta has led
marketing teams in enterprise technology and SaaS companies.
Her experience includes heading product marketing at GoGrid,
PGP, RSA and Symantec and business development and
product management positions at Xcert, Thales, and
Persistence Software. Bryta holds a MA in Translation from the
Johannes Gutenberg University Mainz and an MBA from the
University of Reutlingen.
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© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.