Consumables Subscription Services Site UX - Avoid This Major CTA Pitfall

Baymard’s large-scale usability testing of Consumables Subscription Services and Meal Kits websites. The primary CTA — for example, “Get Started” — is ubiquitous, appearing on the homepage, the “How It Works” page, in the main navigation, and in other highly visible site areas. Yet there was a clear misalignment between what users expected to see after clicking the CTA and what they actually saw — a form requesting their personal information.