speechify-paywalls

Maximizing Speechify revenue by refining
the paywall

My Role: senior designer

UX research, UX design, motion design, analytics

Tests launched

Our team launched 24 tests over the span of 2 months

Impact of designs

12% increase in paywall conversion

Context: Speechify hadn’t been able to increase their paywall conversion in over a year. Considering a paywalls impact on revenue, we invested heavily in increasing the screens conversion.

Project goal

Increase revenue through paywall redesign

Initially aimed at improving conversion rates, our focus shifted to optimizing for revenue after observing variance in the impact of conversion rate when factoring in refund rate.

The original design

Main Issues

1. Not conveying value

The original approached focuses on the timeline of what a trial looks like vs. emphasizing the value tha the user gained through using Speechify

2. Lacking social proof

To aid user’s in making their decision, having social proof is crucial to building a user’s confidence that the product is right for them

3. Unnecessary call to action

The user went through the entire onboarding process. If they were already a user, it is something that they would have addressed earlier in the flow, therefore having a sign in button at this stage detracts from the main CTA

4. High refund rate

The price was often pushed below the fold. Regardless of price, this lead to a surprise when user’s were charged, which was the cause of refunds

Approach

Understanding what psychology levers lead to conversion

We talked to user’s to understand what their hesitation was around starting a trial. Was it the price, did it address their needs, did they understand the product?

Defining 11 different styles of paywalls

A huge strength of Speechify is the number of use cases that it can be used for. The draw back is choice paralysis when the user enters the app. It wasn’t clear if the user is to consume content or upload their own.

Writing on the 11 different paywalls here

3 of 11 Example Paywalls Tested

Long paywall

3 step paywall

Carousel

Giving User’s a Sense of Control

Using a toggle to emphasize the number 1 concern that a user has

User testing. The “timeline” shows how the trial works. What is the purpose of that. To address the concern that a user will pay money before knowing if they want the product.

Toggle to address user needs

The Details

Even the smallest changes can lead to lrage impact in revenue

We tested numerous different graphics, animations, micro-interactions to increase conversion by even the smallest amount. Below are sample animations we tested:

Example Paywall Animations

Mirco Interactions

Impact of Paywall Optimizations

Direct impact on revenue by increasing paywall conversion by 22%