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3 ways subscription commerce can help you maximise your conversion rate

And practical ways of achieving them with Limio for Zuora

In our previous blog post, we talked about how Limio is the bodywork to Zuora’s engine. Today, we focus on how subscription commerce with Limio for Zuora is such a powerful mix. Here are 3 strategies that you could put to use tomorrow, whether you are a SaaS selling seats per month, a media company selling digital subscription, or a IoT business selling monthly servicing plans.

Landing pages that lands the point

We all know the typical pricing page. Three tiers, Basic, Pro, Premium. Bronze, Silver, Gold. Free, Starter, Enterprise. Pay monthly or annually and get -10%. They all look the same and it’s nearly now an expectation that whatever subscription you sell, there will be three tiers.

The pricing page is not going to do a great deal for your conversion rate. But you know what will? Landing pages. A landing page with a clear promotion, a clear call-to-action targeting a clear audience is much more likely to convert a visitor. Then you can work on retention, and we’ll talk about that later. But you can’t retain what you haven’t acquire, so focus on driving traffic to landing pages that converts. And make sure your landing page are fast - 1-second loading delays can lower your site conversion by 7%.

With Limio, you can launch as many landing pages as you want, each with a dedicated visual, content, and price. Limio's landing pages are statically generated, which means that there are stunningly fast. And with Limio for Zuora, you can easily manage price discounts without having to create any additional data in the Zuora product catalogue. You can now launch a new promotion for that most popular subscription tier in less than 5 minutes and with no code. Even better, you can use Limio journeys to A/B test your different landing pages or to segment your audiences and route them to different landing pages. You are ready to ride in the sunset.

Checkout that checks out

Now you’ve managed to convince the visitor to move from your pricing or your landing page to the registration and need to hit them with the checkout. The ‘oh by the way can you give us you card so we can charge your monthly fee for the rest of your life hopefully’. The part where 69.23% will drop-off. So many question on how to optimise this critical piece of the journey.

Do you take the phone? Do you show the next charge? Do you recap the subscription? Are you clear on today’s cost, the next charge and the date it’ll hit? Or when the trial is over and what happens? Do you add a recap of the top subscription features at the top, at the bottom, should it slide, should it take a full page on the side? Do you ask for as much customer information as you can or do you keep minimalistic? Do you put credit card on top or PayPal? Do you have a single page, multiple steps? Do you put the login on the same page as the card? Do you have the payment step as its one step? How does it all work with 3DSecure, PayPal One Touch, Apple Pay? And should we validate email addresses, prefill delivery addresses, calculate taxes, validate student status? Oh and is it optimised for mobile?

Phew. Checkouts are hard. They are hard to do, they are hard to optimise, and they are even harder to test and experiment on. Yet, it’s such a critical piece of the purchasing experience. And again, you need a piece of kit that lets you experience. With Limio, each offer can point to a dedicated checkout, so you can optimise the checkout experience for each brand, each product, each subscription, each tier - all with no code. You can A/B test them. You can integrate with prefill and validation tech. And with Limio for Zuora, you can safely take payments with Zuora PCI DSS compliant Hosted Payment Pages, PayPal, and more. What else could you ask for?

Localised like a local

Ok so you’ve got your landing page, your checkout all neat, all done. All done on the acquisition front, right? Wrong! Your dollar pricing and your English is turning off some of your prospects. Ok sure, some will still go for it, but are you doing this for fun or are you serious about optimising your conversion rate? 55% of global consumers said they only buy products from websites that provide them with information in their own language.

Go local. You can decide to just translate and convert your pricing. Or you can play the long game and start figuring out what is the edge you’ve got in a local market and how much you can get away with a regional pricing strategy. Huge brands such as Microsoft and Netflix have regional pricing. Want to stream the latest Netflix show? It’ll be $4/month in Brazil, $8/mo in the UK or $9/mo in the US, and $13/mo in Switzerland (3x as much as in Brazil for a similar content library). Want to subscribe to Microsoft Office? Get it for €99 per year in the Eurozone (=$115/month) or $99 in the US.

Even better, have a localised experience. You don’t want a German subscriber going through your English checkout and try to second guess what some of the subscription term like auto-renew and recurring actually means. Remember, the experience should be seamless, a no-brainer, and any worry will cause drop-off and abandonment.

And it doesn’t have to be complicated. With Limio for Zuora, you can create pricing, landing pages and checkouts in local languages, complete with full multi-currency support globally and IP-based routing. Whether it’s 99 SEK per user per month in Sweden, $99.99 per year in the US or 9.99 CHF in Switzerland, wir können handle it. Complete Limio with Zuora multi-currency product catalogue, localised billing capabilities, global revenue recognition and adaptive payment methods adapted to local tastes, you’ve got an unstoppable mix to act like a local.

So start now your journey to outstanding, enterprise-ready subscription commerce with Limio for Zuora. Get in touch here.

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