Sarah Williams says offering multiple subscription options at checkout causes decision fatigue and cart abandonment. She uses only one monthly plan, no alternatives. Fewer choices means faster decisions and higher conversion rates.
I started with one subscription. I also started with one payment option monthly, and still to this day they can only sign up for monthly. So I don't give them a monthly price, a 3-month price, a 1-year price. Some of you offer those packages and that's fine, but every time you require someone to make a decision, there's a higher percentage for them to bounce off your checkout page. So the goal here is really to get one offer, one price, one decision so that they feel good about that and they don't have to think about it. When someone has to pause and think about whatever decision that is, like which subscription, which pricing set, there's always a higher risk of them bouncing off of your checkout page. So let's think about that. Everyone that has multiple pricing structure, As far as monthly, 3-month commitment, 6-month commitment, whatever that is, I only offer monthly for that.
I Almost Sold My Subscription Box… Until the Numbers Changed Everything with Ciara Stockeland
