Thrive Market is a member-based online grocer that provides healthy and organic products at affordable prices. In 2019 Thrive went through a rebrand and since we had to update the landing page, we used the opportunity to optimize the acquisition funnel as well to increase subscriptions. Prior to this redesign, Thrive Market only offered an annual subscription plan with a 30-day free trial attached to the front of the offer (Direct to trial funnel). This led to a lot of trial sign ups but not actual membership conversions because people often cancelled prior to being billed. We launched this Direct to Membership funnel as a split test variant after learning from usability sessions that users would like some more plan flexibility and product information prior to signing up.
Feedback from Direct to Trial Usability Sessions and Member Service Customer Cancellations
“One year seems like a huge commitment because I don’t know if I’ll like your products”
“I did not order within my 30 day trial and don’t want to continue with membership”
“I signed up in order to see what products you carry but don’t want to be billed”
Design solutions
Added more products to the welcome page alongside information regarding product curation and pricing
Rebranded our landing pages with more color and an increased emphasis on delivering value
Broke down our membership structure into monthly, quarterly, and annual billing cycles
Optimized payment capture form
Results
Membership sign ups increased significantly skewing towards the 3 month billing plan
Users in the Direct to Member funnel had an increase D0 score which meant these users ordered their first Thrive Market box right away
As we slowly increase traffic to this funnel we are projected to increase membership sign ups by 20-30% next year
View Interactive Prototype Below