ClassPass is changing the way you work out, with access to the best boutique studios and gyms in your area.
How can we improve conversion rates and inform potential users about new ClassPass membership plans during the checkout process?
WHAT WE KNOW
In a 30 day period, the average rate of users clicking the Sign Up button and then completing Sign Up is only 36.5%.
Potential members download the mobile app to receive more context about ClassPass’ membership, yet when no further information is provided, they abandon cart, resulting in a 63.5% drop-off rate.
I worked closely with the Customer Acquisition squad to provide initial user flows for main edge cases. Once the proposed requirements were prioritized within engineering, the two-week sprint consisted of wireframe iterations and widget specs. However, in those iterations, we realized there were no tech requirements limiting us from placing location and ClassPass overview prior to sign up.
A potential user now had the ability to establish their location and commit to a pricing plan with full understanding of a ClassPass membership; this made for a more seamless account creation and lighter checkout.
There was a concern that with this change, we would be unable to retarget users who discover ClassPass is not in their area. I accounted for this use case by capturing email leads to be used by ClassPass for retargeting once the service became available in their area.