Headway - Unlocking growth and diversification with web subscriptions

App stores provide a safe space for users to buy a subscription because:

• they have already reviewed the app
• the app store page and the purchase flow are structured in a similar way for all apps
• the cancelation process is easy and clear

In contrast, when a user visits a website there are no similar trust signals. Each website looks different and it's harder to convince users to buy your product. Moreover, conversion to trial is much lower than on mobile because users have to enter their credit card details, which requires them to be convinced that your product is worth paying for.

Headway observed that funnels with non-trial subscription plans have the same conversion rate as those with trial plans. This happens because:

• on one hand both plans need you to convince people to enter their credit card details, and
• on the other hand the trial plans confuse people as to why they need to enter their credit card to start a free trial.

In addition, non-trial plans charge immediately and don't suffer the trial-to-subscription drop-off of the trial plans.

• Highlight key information in the funnel: product images, FAQs, social proof (reviews, ratings, media mentions), and product benefits. These help reduce fears, uncertainties, and doubts, and help make the decision to purchase easier.
• Personalize the paywall offer to highlight how your product meets the user's specific needs (declared in the quiz funnel).
• Use limited time offers with a countdown timer to trigger loss aversion, FOMO, and urgency biases.
• Add more payment options, such as Paypal, Apple Pay, or Google Pay, to benefit from the credibility of their brands.