Blinkist Checkout Process

Using behavioral economics to increase checkout conversion rates

Read time:

50 sec

Results:

23% more trial sign-ups
55% less customer complaints

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Things implemented:

‍Urgency: The countdown timer (“19 min 47 sec”) creates a sense of urgency, suggesting that the offer is time-limited, which can prompt quicker decision-making.

Trust: The presence of payment method logos like PayPal, VISA, Mastercard, and AMEX adds legitimacy and trust

Free Trial: Offering a free trial reduces the perceived risk and can lead to the endowment effect, where users value the service more after they've used it.

Framing Effect: The discount is framed as a saving of 50%, which is more impactful than just stating the discounted price.

Payment decoupling: $7.5/month sounds less than $89.99/year

Fear Avoidance: Main fear most people have when subscribing to something is forgetting they did. Blinkist is reminding the user, if they want to cancel and not get billed - which increases CR%

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