Condé Nast

Year

Services

2020

Subscription

Product (UX/UI) Design

Visual Design

Overview

The checkout flow is the most important final step to converting a subscriber. It should be frictionless and easy to understand. Partnering with Quantum Metrics and Google, we did a deep dive into the conversion funnel, starting with Wired and scaling to all brands.

We created one payment section that is higher on the page and defaulted to credit card. This allowed users to select different payment methods, and amend their preferred options before purchase.

Results

The new WIRED order form was tested against the control and saw double digit increases in conversion rates—with especially significant numbers on mobile. We subsequently tested and rolled out this winning form for The New Yorker, Vanity Fair, Vogue, Architectural Digest, Bon Appétit and GQ.

+15%

CVR

Allure Beauty Box

Architectural Digest