Subscription Experience Optimization Through Experimentation
For LOAM, progressive disclosure reduced information overload at the subscription selection step — and unlocked measurable revenue.
Customer behavior analysis and session recordings revealed hesitation during subscription selection. Users experienced information overload during a critical purchase decision when every subscription benefit was presented simultaneously. The goal was to simplify the selection experience while still preserving visibility of the key benefits.
- Hesitation at the subscription selection step
- Repeated review of multiple subscription options
- Customers scrolling back and forth between options before deciding
- Cognitive overload from simultaneous information presentation
"Revealing subscription benefits only after selection would feel less overwhelming and help customers decide with more confidence."
What We Built
01. Progressive Disclosure
Benefit details now appear only after a plan is selected, instead of all at once.
02. Reduced Initial Content
Cut the amount of visible copy at first glance to lower cognitive load.
03. Cleaner Decision Hierarchy
Reorganized the selection step so the primary decision stands out clearly.
04. Improved Mobile Usability
Rebuilt the component for small screens without losing access to benefit details.
"Reducing decision friction can outperform adding more persuasive content."