With customers frequently only making one purchase the challenge to get customers to make a second purchase or subscriptions was at the forefront of improving website UX. Science in Sport had previously completed a customer research survey and one of the leading items of feedback was that customers want to be able to sign-up for product subscriptions.
The UX project was broken down into two phases, with phase 1 an initial go-live of a subscription model, but then moved to a phase 2 as data was collected and analysed to improve and refine the subscription UX functionality.
From a customer survey and regular customer feedback, Science in Sport identified that subscriptions represented an opportunity to provide customers with a subscription service they were wanting and this also represented a revenue growth opportunity for Science in Sport.
For the competitor analysis, Science in Sport reviewed and analysed sports and health retailers:Holland & Barrett, Amazon, Myprotein, Puresport, Huel, GNC and also reviewed pet supplies stores: Pooch & Mutt, Paws and City Doggo to identify what businesses offered subscriptions.
After the competitor review, an initial phase 1 with a basic model of subscriptions went live to get the subscription functionality live and to monitor user engagement with the subscriptions service, After phase 1 went live, The Pixel and Science andSport undertook a gap analysis with the same competitors to identify how the subscription service could be improved. One key component of the gap analysis was that very few retailers had the subscription options offered on the PLP (category and product listing pages).
On the go-live of Phase 2, with over 70% of users accessing the Science in Sports and PhD websites from mobile devices, a mobile first design was at the forefront of the designs and UX innovations.
UX Highlights
The UX innovations brought in Tooltips on the subscriptions content of the PDP (Product DetailPage) to inform customers of how the subscription services works with concise four step instructions for the customer to follow to complete the subscription order.
A “Benefits” icon was added into the PDP which explains potential savings, ability to cancel at anytime and that customers can earn loyalty points. When a customer clicks on the subscription option on a PDP, the product pricing is adjusted to reflect the subscription pricing with a strikeout through the standard RRP. The price saving for the subscription is also highlighted on the PLP with a “Subscribe andSave % message” .
As users must have an account or must create an account, the account sign-up and login process has to be easy to follow with no friction points. The UX and designs incorporate a well signposted account process with clear messaging and easy steps to complete.
The UX testing also identified that customers may want to change the frequencies of their subscription at the point of the basket and a subscription summary text with clear messaging on the subscription service.