Our intention with this report is to highlight key areas for improvement to help build a business case for future investment and illustrate how magazine publishers can increase their revenue through digital experience optimisation (DxO).
We selected one magazine for each publisher and audited each magazine’s online subscription journey using a heuristic analysis, a technique based on best practice frameworks. The framework was split into 6 different levers, with a series of questions and ratings. This enabled us to provide an overview by magazine but also compare by each conversion lever.
Is this the right page for me and what I want to do?
Can I trust this brand?
Can I easily find the information I’m looking for?
Do I understand why I should be subscribing?
Do I have concerns or questions?
Is the checkout process going to be easy?
There is a lot of scope for further optimisation, even on levers which score positively. It's crucial to remember that even optimising small changes and improvements can have huge increases in user experience, satisfaction and crucially, driving revenue growth.