I’ve been working for the Toronto Star’s Digital Product department since late 2018. My first major project was to help drive digital Subscriptions.
When we began this redesign, the conversion rate was around 2%, as a result of all this hard work we are now leading industry numbers with over 15%
We applied a number of elements to the Star.ca, including “toaster” marketing messages, pop-up overlays, and small CTAs. The largest piece however was re-designing the “Shop” page where the user selects the subscription package. We spent weeks in Research and User Testing before launching the re-imagined mobile-first design. It caused traffic to increase 3.5 times its previous state.
Once the user scrolls ‘past the fold’ the would be able to fully explore the available packages as needed.