Online Business Optimization | Zoom
Zoom grew tremendously during the pandemic as a video meeting solution. Along with it came a huge influx of small-medium businesses and personal users. These users are smaller in size and prefer self-serve on the website. As a result, the original online subscription flow seemed tedious and outdated. By redesigning and constantly testing the pricing, checkout, and billing pages, I helped Zoom increase the online conversion rate and lower the involuntary churn significantly.
Pricing Page
How might we help users find the information they need without cluttering the page?
Problem
I don't know what each product is
Solution
Simplify the navigation and show product description on hover
- Make the navigation more scannable
- Separate the navigation from plan cards visually
- Progressive disclose product details
2.4–7% increase in conversion with multiple A/B tests
Problem
It's difficult to compare plans
Solution
Remove redundant information and categorize comparison table
- Use "Everything, and" format
- Enlarge the monthly cost of annual subscriptions to encourage going annual
- Explain features with videos
- Expand comparison table by default
3–8% increase in conversion with multiple A/B tests
Problem
I can't feel what it's like to use the add-on
Solution
Show UI images and explain features in layman's term
- Simplify add-on description, but provide "Learn More" modals
- Provide UI images
- Clarify if a base plan is required for each add-on
11% increase in conversion from customers engaging with add-ons
Problem
Too much scrolling to find the right plan
Solution
Reduce scrolls with carousels
- Display cards horizontally
- Show two plans on the mobile comparison chart
Increase in mobile conversion
Checkout Flow
How might we make the transaction smoother by reducing perceived steps for customers?
Problem
The configuration is so complicated
Solution
Simplify configuration and make cards collapsable
- Reduce configuration steps
- Reusable product card patterns
- Collapsable cards
35% increase in conversion of the checkout flow
Problem
Why are there so many forms
Solution
Reduce checkout steps from 5 to 2; reduce and hide forms
- Cut down and merge steps
- Collapse forms you are not filling
- Hide optional fields behind links
10% increase in conversion when A/B testing reducing steps
Problem
Mobile checkout is dragged out
Solution
Consistent with the desktop experience with a collapsable order summary
- Reuse desktop components
- Collapsed order summary
- Show correct keyboards based on the field
600% increase in mobile conversion
Plans & Billing
How might we make it easy for users to manage their subscriptions by reducing the cognitive overload?
Problem
I can't find where to manage my plans
Solution
Provide more entry points to plans & billing
- Move plans & billing to top-level menus
- Add entry points to app and website dropdowns
All users found plans & billing in user tests
Problem
Too much useless information
Solution
Collapse cards to only show key information outside
- Show only product and renewal date in the collapsed state
- Click to learn plan details
- Use warning tags to show special billing states
12% decrease in involuntary churn
Problem
Mobile is not supported
Solution
Build consistency by reusing desktop components
- Reduce the number of add-ons shown by default
- Reuse add-on modals from pricing page
12% increase in mobile add-on conversion
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