Monocle Magazine
Monocle Magazine enhanced its subscription process, boosting recurring subscribers, cutting churn, and shortening form completion time from minutes to seconds.
Our Co-Founder and CEO, Juan Muñoz, was also part of the staff of Monocle Magazine between November 2020 and May 2023, working as the Senior Developer and Head of Digital for the global affairs and lifestyle magazine.
He used his expertise and the help of the digital team to plan and develop an enhanced subscription checkout, as the previous version wasn't performing as desired.
At the beginning of 2022, Monocle aimed to grow its subscriber base and enhance the digital experience for existing ones, facing several challenges:
- Inability for current subscribers to use the same account for their new Konfekt Magazine
- Low completion rates on the high-traffic subscription page
- Frequent user errors during checkout leading to increased customer service interactions.
Approach
The team thoroughly analysed the checkout process and discovered that lengthy registration forms were causing high abandonment rates. The existing monolithic architecture compounded the challenge, making changes difficult to implement.
After careful consideration, they opted for a new checkout process to resolve these issues. This decision involved implementing a User Management System for efficient Single Sign-On (using Clerk), adopting Braintree's official payment tools for speed over legacy custom integrations, and simplifying the overall process by removing non-essential steps.
Results
The new system was rolled out shortly before an email campaign for Konfekt. Weeks later, the results were compared with the previous campaign, resulting in 34% increase in subscriptions.
