Auto-Renewal Checkout
Driving Auto-Renewal Adoption
Revamped checkout page to increase auto-renewal adoption through better visibility, pricing, and payment options.
Impact:
50.3% percentage point increase in the share of monthly checkouts using auto-renewal (from 2.1% to 52.4%)
Role Product Designer
Platform Website
Year 2025
Problem
The Checkout page is a critical conversion point in the Kompas.id subscription journey, where users decide:
Whether to subscribe via auto-renewal or one-time purchase
Which payment method to use
Despite its importance, auto-renewal adoption remained low at just 2.13%, limiting long-term revenue potential.
Constraints
The solution needed to address adoption challenges within realistic market and product constraints:
Payment platform expansion opportunity
Credit card usage is relatively low in Indonesia. Introducing GoPay (e-wallet) as an auto-renewal payment method offered strong adoption potential due to its large user base.Iteration scope
Improvements needed to be delivered within an existing checkout flow without a full redesign.
Solution
Key issues identified:
Low visibility: The auto-renewal option was hidden behind a toggle, making it easy to miss.
Weak value proposition: Pricing was identical to one-time purchase, offering no clear incentive.
Limited payment support: Auto-renewal was only available via credit card, which has low penetration in Indonesia at just ~6% of the population.
The final solution focused on improving clarity, value perception, and accessibility within the checkout flow:
Improve visibility: Presented auto-renewal and one-time purchase side-by-side to improve discoverability
Add value proposition: Introduced an introductory price for auto-renewal to create a clear incentive using auto-renewal method
Expanded payment options: Added GoPay as an auto-renewal payment method to expanded payment accessibility and highlighted it with a “Baru” / "New" label to drive awareness and adoption
Impact
The redesign improved decision clarity and reduced friction in the checkout flow, contributing to increased adoption of auto-renewal subscriptions.
Increase in the share of monthly checkouts using auto-renewal
↑50.3%
(from 2.1% to 52.4%)