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How Ancestry.com puts customers in charge

Ancestry.com is constantly trying out new ways to excite and intrigue their customers. 

VentureBeat:  How Ancestry.com gets users to pick the right subscription option (VB Live) , 2017-May-24

Too many subscription options, the potential customer gets overwhelmed and walks. Too few, and your customer feels crowded into their decision.

Finding that sweet spot, the subscription option that makes your user feel like they’re wringing out all the value and your accountant feel like Scrooge in his money vault, that’s the key to bottom line results, says Derek Blatter, Senior Manager, electronic payments and fraud prevention at Ancestry.com, though not quite in those words... 

There are two key page elements to pay attention to: How you provide the default option to the customer, and how price is highlighted — for instance, the additional savings they’ll get if they choose a long-term commitment versus just a one-month subscription.

A lot of it comes down to how well-informed the customer feels.

“Just distilling all the subscription information into a simple way to understand is key,” Hennessy says, pointing out the matrix of options on Ancestry’s selection page. “Get a lot of information out to the customer in a way they can navigate and get working and integrating with your product as soon as possible.”

But all is not lost if they don’t choose the most lucrative option, he says. 

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