The Problem

52% of mealpal.com traffic comes from mobile. 90% of the users enter their email and zip code on the homepage but we see a drop off rate of 76% when the users get to the second page where we ask them to enter a password to create an account. Our assumption is that asking the user to create an account up front is a major user experience barrier and has been hurting our conversion rate.

Hypothesis

We believe that by moving the create account to the last step and presenting the user with subscription plans first will help increase our conversion rate. We also believe that by updating the design to be mobile-friendly will make the user experience more intuitive and will have a positive impact on the conversion rate.

The Design

Plan Page
We use a toggle to present the two available plans to make it easy for the user to compare and switch between the two. The old design does not have a clear indicator that there is more than one plan available.

Payment Page
We simplify the page by putting the selected plan on the top, where the user can clearly see, and removing unnecessary copy. We also add the Apple Pay as a payment option to make the experience as frictionless as possible.

After the user finishes the payment, we present the user with a confetti and a fun message to make the experience feel rewarding.

Create Account Flow
We move the password from the very beginning to after the payment, and combine the three account screens into one, to make the process feel simpler to the user. The old design separates the flow into 3 steps which makes the experience feel cumbersome.