Glossy
News and trend analytics in the fashion industry. Articles, podcasts, videos, and more. I was hired to help Glossy attract more subscribers via improved user experience.
Goal
To increase the number and tier of subscriptions.
Glossy impact in numbers
Web | 250,000 monthly users |
|---|---|
30,000 subscribers (40% open rate) | |
Social | 25,000 followers; 500k monthly reach |
Podcasts | 60,000 monthly downloads |
Events | 1,500 attendees per year |
Pain points of users
Obtrusive advertisement on the free version
The value of the subscription is unclear
The difference between the plans is hardly understood
Poor mobile experience
Work scope
To reduce pain points and increase the number and tier of subscriptions, the following actions were taken.
Implemented IAB ad standards
Predictable ad placements made it easier to distinguish ads from the content. Thus, making it less obtrusive and increasing the credibility of the website.
Design of new categories
Made sure the podcast, event, and shop sections look elegant and appealing to our audience. Found a way to display them consistently among the usual fashion, beauty, and pop sections.
Call to action optimisation
Placed strategic blocks, advertising the subscription on the main page. Put the subscribe button in the sticky header, and highlighted the “Glossy+” category via tag.
Subscription page simplification
Removed repeating items from the cards, making the difference between plans clearer.
Mobile adaptation
Adjusted the sizes and shapes of elements to make reading comfortable on mobile.
Results
Smoothing subscription flow and introducing new engaging categories made it easier for users to achieve their goals, encouraging them to subscribe.
Subscriptions grew by 14% in the next 3 months, according to Google Analytics.
Live website — glossy.co
Credits
Anastasia Isachenko — UX/UI Design, Mobile Adaptation (3 months)
Grandiz Agency — Software Engineering and Project Management
