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Lock Down a Paid Subscriber On Visit #1 | DollarShaveClub's Mancave UX Clubhouse

18 points by jason_shah 15y ago

jason_shah 15y ago
Does DollarShaveClub represent an inflection point for verticalized subscription services now that the UX has been potentially nailed for streamlined checkout? I was super impressed with how fast they got me to sign up, but as usual, I could be an outlier. I have never signed up for a subscription product this fast, though.
ezl 15y ago
1. Regarding looking like everyone's friend -- if you don't look like everybody's buddy, hire a spokeperson who is. George W Bush is said to have become president because he looked like someone everyone wanted to have a beer with. Not the quality I go for when choosing "Leader of the Free World", but if it worked for him it'll work for your startup. If you're a gangly ugly dude with an accent, hire a different rep. 2. I am conflicted on play video on load. Basically I suspect that most people in our space can't make content this good deliberately, so I don't want to encourage it. 3. One action button. This is interesting. On the one hand, I want to have a demo page and a "sign up for our email list" because email lists are demonstrated to have higher conversion rates than sign up (and email lists are documented to convert better). On the other hand I too enjoy the uncluttered simplicity of a 1 option page. The question is: do you want to forgo conversion for that warm fuzzy feeling? I'd rather take dollars. I think the lesson here is -- just test. However, prior determination that one button is best is dangerous. 4. Re. #8 (if you have to interrupt a checkout with sign up, do it tactfully and painlessly). I think you are being a bit fanboy here. It seems like the obvious UX advice is -- DON'T interrupt the checkout process with sign up.
- jason_shah 15y ago
  Hey Eric - thanks for jumping in as always. Fair points all around. Specifically on the checkout interruption for which I am being a fanboy (!), I think DollarShaveClub gets a couple subtle things uniquely right. 1. Show this as part of the 1, 2, 3 checkout flow by indicating it is Step 2 of 3. This makes signing up for an account natural rather than an aberration. 2. Continue the theme of man-laws, etc. alongside the sign up element; too often the sign up element is isolated and looks like pure work to fill out. I think their UX has a lot to still improve, frankly, but getting these specific aspects support my guess that they're having a breakout week with the traffic from this newly viral video.
thesash 15y ago
I think that the reason this site is so successful is something that startups often overlook-- content is a key part of UX. Take away the awesome video and the snazzy copy, with the same exact UI and concept, and you'd be left with a service that would be much, much less compelling
ankitshah 15y ago
very, very good analysis. great write up jason. saving this one.

18 points by jason_shah 15y ago

Does DollarShaveClub represent an inflection point for verticalized subscription services now that the UX has been potentially nailed for streamlined checkout? I was super impressed with how fast they got me to sign up, but as usual, I could be an outlier. I have never signed up for a subscription product this fast, though.

ezl 15y ago

1. Regarding looking like everyone's friend -- if you don't look like everybody's buddy, hire a spokeperson who is. George W Bush is said to have become president because he looked like someone everyone wanted to have a beer with. Not the quality I go for when choosing "Leader of the Free World", but if it worked for him it'll work for your startup. If you're a gangly ugly dude with an accent, hire a different rep. 2. I am conflicted on play video on load. Basically I suspect that most people in our space can't make content this good deliberately, so I don't want to encourage it. 3. One action button. This is interesting. On the one hand, I want to have a demo page and a "sign up for our email list" because email lists are demonstrated to have higher conversion rates than sign up (and email lists are documented to convert better). On the other hand I too enjoy the uncluttered simplicity of a 1 option page. The question is: do you want to forgo conversion for that warm fuzzy feeling? I'd rather take dollars. I think the lesson here is -- just test. However, prior determination that one button is best is dangerous. 4. Re. #8 (if you have to interrupt a checkout with sign up, do it tactfully and painlessly). I think you are being a bit fanboy here. It seems like the obvious UX advice is -- DON'T interrupt the checkout process with sign up.

jason_shah 15y ago
Hey Eric - thanks for jumping in as always. Fair points all around. Specifically on the checkout interruption for which I am being a fanboy (!), I think DollarShaveClub gets a couple subtle things uniquely right. 1. Show this as part of the 1, 2, 3 checkout flow by indicating it is Step 2 of 3. This makes signing up for an account natural rather than an aberration. 2. Continue the theme of man-laws, etc. alongside the sign up element; too often the sign up element is isolated and looks like pure work to fill out. I think their UX has a lot to still improve, frankly, but getting these specific aspects support my guess that they're having a breakout week with the traffic from this newly viral video.

thesash 15y ago

I think that the reason this site is so successful is something that startups often overlook-- content is a key part of UX. Take away the awesome video and the snazzy copy, with the same exact UI and concept, and you'd be left with a service that would be much, much less compelling

ankitshah 15y ago

very, very good analysis. great write up jason. saving this one.