Redesigning Blinkist Magazine Acquisition Funnel

Berlin, 2018 | @Blinkist GmbH | real project

 
 

Problem

Many users land on the Blinkist Magazine but didn’t sign up for Blinkist. We want to improve this situation.


Goal

To optimize the sign up rate for Blinkist Magazine.


My role

I was the lead designer of this project, partnered with Stakeholders, Product Manager, and Developers.


Approach

First of all we ran a user testing session on UserTesting.com platform in order to know more about our users’ real problem.

 
magazing user testing flow.png
 
 

Insights from users

“I expect it to be a categorized list between 1 to 5. Title of the book in bold, then a blurb about how this book will change your life ”

“I really like that picture. I think that's engaging. It almost makes me want to read on because I'm inspired that that could be me. ”

“I think the "Get the Key ideas on Blinkist" gets me the most because I'm curious about how long it will take. What it looks like. How user-friendly it is. ”

“There's an intro. Okay, so this is promoting an app I'm assuming. I didn't expect that.”

“I didn't really expect them to be promoting an app, but I did expect to see 5 books that were mentally inspiring. That aspect I did expect.”

“The prompt to download needs to be much more subtle. It is way too in my face and I want more information about what the app can provide before I download.”

“I'm guessing it'll break it down by chapter. If this book is 19 mins, I'm guessing this book would be less than 5 mins to read.”

“Blinkist offers expert-written summaries of non-fiction books so you can read more books, and spend less time doing so.”

Conclusion

  • In general the article was perceived positively, especially the list of books

  • People were not appreciating the promotion part

  • Almost everyone had a good understanding of the product, but they were not convinced to download it. The main reason for this, besides being mislead by the promotional part, was because people were confused about the quality of the summaries and the reading time

  • Most people were expecting to be redirected to the App Store

  • The book widget is the most important section in the article and it serves as product explanation besides the first 2 paragraphs

  • Everyone was confused about the reading time

  • Trust elements seemed to be missing

  • Most people mentioned that they would like to see a sample

 
 
 

NExt

Defining the main barriers and writing hypothesis

hypothesis 1

If we would create a more informative book widget that links the Magazine & Blinkist and includes the book description in the widget, It is more likely that visitors will sign up.

What evidence is there to support this hypothesis?

We know that this element has a high potential as previously, just by making the element more responsive, we had an 8% uplift in the purchase rate. We learnt from user interviews that visitors often think that it is an ad, they do not really get it and find that it disturbs the reading experience. We have also seen that users are confused the reading time.

Design result

 
螢幕快照 2019-06-18 下午12.19.13.png
 
 

Results

The trial opt-in rate increased 10%.

Links

https://www.blinkist.com/magazine/

Thank you for reading.

 

・・・