Real Simple is a popular magazine subscription & website that, as they describe, "provides smart, realistic solutions to everyday challenges, all to make...View More your life easier." I came across the site via a PPC ad, clicked through to see where they were driving users & it took me right to the 2-step checkout you'll see below. I filled out the first page to see the second part of the checkout & even though I didn't enter my payment information, they actually sent me an invoice via snail mail to pay.
Upon receiving the mail, I went back to the subscription page & noticed a new pop-up that when clicked, took you to a 1-step checkout. So below, you'll find the standard 2-step checkout that gets them mailing out to you, followed by the pop-up & one-step checkout they direct you to. It's a great example of testing out new approaches using the same product & bonuses. The pop-up & one-page checkout are for their meal planner bonus item whereas their original checkout offers that item amongst two other choices. Basically, they're making the process more simplified & targeted than the default checkout, even though the deliverable hasn't changed.
Checkout & Pop-Up Offer from Real Simple (Magazine) Swiped in July 2016
Giving people "choice" isn't always the best option. Narrowing down the number one option for your audience may convert even better as there's less decision-making & you can focus more on selling that one particular option.
Take a cue from Real Simple & get creative with how you pitch & present your offer. Their deliverables & the structure of the offer did not change. What changed was the presentation & psychological principles at play such as urgency (the pop-up's countdown timer) & the idea that it was a "special offer" (not the regular offer) taking you to an exclusive checkout.
Although in theory, Real Simple was smart in sending me followup to complete my purchase, it could've been done in a smoother, more transparent manner. I did give my address so they got it fair & square. However, making it seem like I owe them a payment isn't the softest approach. I would've went with friendlier copy along the lines of "You're almost there! Finish claiming your subscription offer now so we can send out your first issue immediately!"
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of realsimple.com below.