Subscription businesses use subscription billing system to monetize digital services and products. There are, however, considerations to make while acquiring new customers. The complexity or easiness to sign up for your subscription service can decide your all conversions. Read to know considerations and tips for efficient sign-up processes.

1. 1
Increasing
Conversions for
your Subscription
Business
© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.

2. 2
Increasing Conversions for your Subscription
Business
© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.
Using subscription billing to monetize a service is a great way to increase customer
lifetime value and gain predictable revenue, but there are other considerations to make
when bringing in new customers. How easy is it for new users to sign up for your
subscription service? When brands make it too difficult for customers to sign up for a
platform, they may be reducing overall conversions. Here are some considerations for
the sign-up process that could impact conversion rates:
Keep it short
How much information do you need about subscribers right away? Generally, the more
information you ask customers to fill out, the more reluctant they will be. For customers
who are already on the fence, a lengthy sign-up process can tip the scales to a "no."
According to an experiment conducted by Marketo, shorter forms tend to convert more
frequently than longer ones. Marketo found a form with nine fields converted 10 percent
of the time, compared to a five-field form, which converted 13.4 percent of the time.
"Use a social
login to reduce
friction."
Another option is to skip the form altogether and utilize a social
login, like Spotify and other platforms do. This method allows
brands to gain access to crucial data like name, location and
email address without requiring users to write them in, according
to Login Radius. Another benefit is that social sign in makes the
platform easy to use because it doesn't require customers to
remember another username and password combination.

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Copy language
You never know what changes will increase conversions. Sometimes it's as simple as
changing the wording on your sign up page. In an article for Unbounce, Michael Aagaard
noted in one example how click-through rates spiked 90 percent when he changed the
wording of a CTA from "start your free 30 day trial" to "start my free 30 day trial." The
only change was adjusting the language from second to first person. The slight change
may reduce friction because the wording encourages customers to think the trial is
already theirs to claim.
Free trial with credit card or not?
In most cases, a free trial is necessary to gain paid subscribers. Overall, a free trial
reduces friction by allowing users to try a service before they buy it. However, the
question remains: Should you require users to submit credit card information for a free
trial? There are many different opinions on this. Requiring credit card information may
introduce friction into the sign-up process in the beginning, but then it allows seamless
transition to paid use of the service once the trial is over. On the other hand, some
potential users may be reluctant to provide this information and will not convert as a
result.

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Increase conversions with better sign-up processes.

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Promotions
Subscription businesses also have to consider how they will convert lapsed free trial
users. As with the initial sign-up, brands need to make it easy, for instance, sending an
email with a one-click registration. To create these messages, it helps to have a
subscription billing partner that makes it easy to quickly create promotions and unique
pricing structures to draw in new and previous customers.
Finding the best fit
Every company has unique products and customers. While one sign-up solution may be
effective for a streaming music service, a B2B SaaS company will likely find a different
solution works better. A/B testing can help companies discover what approach is most
effective for them. There are many other variables to play around with, aside from those
listed here. To improve conversions, brands can also look to layouts, colors, fonts and
more to see what increases sign-ups.

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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.