Quimbee is a one-of-a-kind educational resource for law students and legal professionals. We ran a series of A/B tests to increase their subscription rate.
You already know how important it is to talk to your customers by using surveys, polls and interviews for example (sometimes called qualitative research).
But most businesses fail here by asking the wrong questions to the wrong people at the wrong time.
For quimbee.com, we asked their customer the following question right after they’ve made their first purchase:
"What’s the one thing that nearly stopped you from buying from us?"
We found the majority of the respondents weren’t sure if the membership included everything they needed.
We decided to offer the visitors a free trial—exposing them to the service to remove their fears at no cost to them.
Here’s the changes we made to the pricing page:
And the results were stunning:
- +160.02 increase in conversion rate (99% Confidence)
- +106.59% increase in Revenue (99% Confidence)
The lesson here: it’s important to understand what’s happening in the minds of your buyers. Find out what doubts and fears they may have before making a purchasing decision.