Conversion Rate Optimization (CRO) can be defined as a structured & systematic way of improving performance of a certain action on your website or app (read more about it from Qualaroo). Essentially, its finding why users are not converting, and finding a way to fix it based on analytics or user feedback.
At Maggy, I successfully set up a Facebook Ad campaign optimized for app downloads (click here to see how). However, I wanted to increase the number of Premium subscribers. I began by creating several feedback surveys to see what our users were saying. The surveys were sent to 3 different groups: 1. completed free trial period but did not upgrade to Premium, 2. satisfaction survey to Premium users, 3. churned users.
The majority of the feedback was to develop an iPad or desktop app, that the users’ favorite magazines were not available, or that they would like to have access to full magazines. These last 2 points worried me because it was clear that our users were not getting to the “aha!” moment of Maggy. Maggy offers an all you can read subscription to 45 different magazines but the strongest point of the app is that you can read articles loosely from their parent magazine. In other words, you can read articles solely based on your interests as opposed to just reading a magazine. For example, if you are interested in health/fitness, it shouldn’t matter if the article you’re reading is from Women’s Health or from Kijk. Therefore, it shouldn’t matter if the users’ favorite magazines are not on there, as long as they can find other interesting articles.
Looking back at the root of this, the onboarding is an extremely important aspect. Once a potential user has downloaded the Maggy app, he/she needs to go through a few steps before being able to read an article:
Though I did not have the chance to test this out at Maggy, an experiment I would run would be to change up steps 2 and 3. In other words, let users first start by picking their interests, then select their favorite magazines. My hypothesis is that users are ‘turned off’ from the start because they don’t see their favorite magazines and therefore think that they will not benefit from using Maggy.