The problem

The Nav premium product suffered from low conversion and low awareness. This was an especially significant problem on the mobile app, which hadn’t yet integrated with an Apple native payment API or the company payment processing system.   

The previous process went as follows:

- The customer reaches a premium upgrade CTA, where a 20% off coupon (for mobile users) is advertised.

- The customer is then prompted with a CTA to email themselves the coupon code. 

- This email contains a link to the Nav web app where the customer must log in, and then proceed to upgrade via the web. 

The Research

Quantitative and qualitative research of our premium conversion funnel on mobile taught us two things:

1. Our customers were failing to complete the premium upgrade process due to friction in the user journey.

2. Because the previous flow required customers to upgrade via the web rather than via the mobile app, we couldn't be sure the mobile app was getting proper attribution for customer upgrades.

The solution

After extensive research into the payment processing policies of both Apple and Google, we discovered that we had the legal precedent to implement both Apple Pay and Google Pay in our premium upgrade user flow. This allowed for more payment options and far fewer steps in the user path. That meant less obstacles standing between a Nav user and a premium view of their business credit reports.

Notable improvements:

• Added Apple Pay and Google Pay capability 

• Shortened upgrade path for better conversion 

• Improved presentation of premium subscription value proposition up-front