How to create a successful subscription-based website

I had a great chat with a web start-up entrepreneur at the weekend who has launched what sounded like an amazing new business. Being someone who fitted into their target audience profile I eagerly checked out her new website today to try it out.

You have to register in order to use the service, so I entered my details, and then bang this message came up: (click for larger image)

There are three problems with this:

1. It looks like an error message which makes me feel like I've done something wrong.
2. It was a complete surprise, because up until that moment I had no idea that I had to pay to register.
3. (worst of all) there's no attempt to explain the benefits and sell me on the idea.

If you've already done the job of selling someone on your service off-line, then it's acceptable to use the website purely as a sign-up form, without any selling. But this is going to exclude a huge number of people who hear about you; are curious and want to find out more; and might sign up if they like what you're offering.

My rules for subscription-based websites are:

1. Provide an easy way for people to try before they buy, with a minimal level of registration required.
2. Sell the benefits of registering and using the service, and provide constant reminders of this when someone is using the system.
3. Offer constant, clear and simple 'next steps' to give the user a call to action to take the next step towards actually paying for the service.
4. Carry out user testing and monitor the web stats like crazy to understand how people actually use the service, and where they get stuck or put off to highlight the areas you need to improve.

I'm keeping the name of the site anonymous because they've only just launched and I know they'll be able to crack these things and make it a success. I'll post up a review when the time comes.

Comments

[USFriend]

I've been involved in developing a subscription based website hear in the US and we've stumbled into several of the same problems you've outlined. It's nice to know we're not the only ones, and to see that a good simple set of rules can help you avoid these mistakes.

[law compliance here]

Is your website legal? Does it comply with current laws? It only takes a few minutes to find out, and possibly avoid SERIOUS legal penalties!