The most persuasive argument that will lead customers to take out their credit cards and pay is the media’s value proposition and its associated content. However seldomly this argument is highlighted, its importance is paramount in the conversion funnel.

Even the best algorithm from machine learning will turn out to be utterly helpless if you don’t have contents and features correlated to a clear and set value proposition that will enable you to form a lasting relationship with your customers.

This said - and even though contents remain the main driver for subscription - the complexity of the user journey, the number of information asked for, the lack of payment methods or the difficulty to unsubscribe are obstacles preventing you from turning your users into subscribers.

That’s what our series of content “From content to subscription to ... content, how many touchpoints ?” is all about - understanding very precisely the number of clicks, scroll, necessary information and time spent to eventually access paid content.

In this series of articles, we’ll focus on conversion funnels of editorial publishers (listed below). We’ll focus on publications, but not exclusively on them.


Today: Audible!

TL;DR You can find below the journey of a user wishing to join Audible (on desktop):

  • 5 clicks are needed to subscribe and browse content;
  • 2 scrolls are needed to see the entirety of the subscription form;
  • 10 fields are required (including fields concerning the home address for a 100% digital subscription);
  • only one payment method is available (card).

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Here is the customer’s journey 👇 (we will follow it together step by step)

Step by step now…

Once on the Audible website, we click on the inviting offer “Click to Try Audible free”. + 1 click

Step 1: creating an Amazon account

Then we are asked to sign in our Amazon account or else to create one (discrete grey button). We create an Amazon account. + 1 click

For the creation of the account, we have to provide our name, email address and then choose a password and confirm it. + 1 click

We are then sent a one-time password per email to verify our email address. + 1 click

Step 2: recap of the offer and payment

Our account is now created. It is time for us to provide our bank details. Only one payment method is available though it is specified that “all major credit and debit cards are accepted”. Next to the payment offer, the 30 days free trial offer is explained. The exceptional dimension of the offer is underlined by reminding the customer of the regular price (14.95 dollars) and that they will be granted 30 days free. Two scrolls are needed to fill out the payment form and pay. It is worth noting that the payment form requires both our home address and a mobile phone number. Surprisingly enough however, there is no need for us to provide the three digit number at the back of the card usually needed for online payment. + 1 click

  • Full name
  • Country
  • Address line 1
  • Address line 2 (optional)
  • Postal code
  • City
  • Phone number

Note: The ‘start free trial’ button turns orange when the required details are filled in.

Step 3: start browsing!

After having clicked on “Start Free Trial”, we are directed to the home page and encouraged to find our first listen. The recap of our order comes per email.

That’s it, we’ve subscribed to Audible and were able to listen to audiobooks!

To sum it up, here are all the steps to join Audible:

  • 5 clicks are needed to subscribe and browse content;
  • 2 scrolls are needed to see the entirety of the subscription form;
  • 10 fields are required (email, password, confirmation of password, OTP number, name, country, address, postal code, city, phone number);
  • a single payment method is available (card).

What about mobile devices?

The same subscription journey - same number of clicks and same options. The display of the home page (first screen) differs slightly from the desktop version however.

Laure Kesler