© 2013AutodeskConverting Free Users to Paid:Gamification at AutodeskDawn Wolfe: Director, Digital Marketing, AutodeskSteph...
In-Trial Marketing Objective/Hypothesis Convert Trial users to purchasers Hypothesis: the more engaged the trial user, t...
Not necessarily a “game” but leverages game mechanics andpsychology to engage trial user.• Contextualize learning tasks an...
1st Gamification PilotHighlights from data analysis:54% increase in trial usage15% increase in buy clicks29% increase in c...
Gamification Pilot: Huge SuccessHighlights from data analysis:54% increase in trial usage15% increase in buy clicks29% inc...
Gamification: AutoCAD Design SuiteBuilding off the success of the 3ds Max game, we launched “ApocalypseTrigger” with our c...
The Missions…
The Learning ExperienceData set
ADS Gamification ResultsNowhere near theresults we sawwith our otherpilot….Saw a decrease inproduct usageWhat can welearn ...
So does this mean gamification onlyworks with certain audiences? NO.• Focus on behavior you are trying to influence• Under...
Not necessarily a “game” but leverages game mechanics andpsychology to engage trial user.• Do the homework to REALLY under...
Current Test: Starting SmallProgressbarCurrentTestshowing8% liftNextSteps:Link totrainingmoduleprogress
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Stephen Burke & Dawn Wolfe - Converting Free Users to Paid: Gamification at Autodesk

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For software company Autodesk, the 30-day software trial period offered to customers is critical. Trials are a key part of the customer's purchase decision and account for a significant percentage of the company's website traffic. So when the 2013 version of the Autodesk(r) 3ds Max(r) software released, the company turned to digital marketing agency Resource to create a fresh and innovative way to increase trial conversion. Known for consumer research and innovation, Resource developed an online game called "Undiscovered Territory" that took customers on an entertaining and educational journey. The result was a significant increase in trial downloads and usage and the campaign earned a Forrester B2B Groundswell Award. In this session Dan Shust, VP of ResourceLAB at Resource and Dawn Wolfe, Sr. Manager of Integrated Marketing Programs at Autodesk will share insights on what made "Undiscovered Territory" such a hit and why gamification is a marketing approach they will continue to use in the future.

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  • Give background on importance of trials to Autodesk business: 85% of customer try before they buy. Primary “purpose of visit” to our global dot.com properties is to download trial
  • Here is an example of the Mission Starter Files which the trialer will be provided with in order to complete a mission. There will be a PDF outlining the steps required to complete the tasks as well as file from which to work from. In the case of this mission, the trialer is using the Parametrics feature in AutoCAD to define size and shape of the 2D design of the San Francisco Church in Salvador da Bahia, Brazil.
  • Stephen Burke & Dawn Wolfe - Converting Free Users to Paid: Gamification at Autodesk

    1. 1. © 2013AutodeskConverting Free Users to Paid:Gamification at AutodeskDawn Wolfe: Director, Digital Marketing, AutodeskStephen Burke: VP of Mobile and Managing Director, Resource
    2. 2. In-Trial Marketing Objective/Hypothesis Convert Trial users to purchasers Hypothesis: the more engaged the trial user, thehigher the likelihood to buyChallenge: In 3DS Max analysis, trial users who use trial 3+times are 2X more likely to buy However, 80% of trial users only open trial once
    3. 3. Not necessarily a “game” but leverages game mechanics andpsychology to engage trial user.• Contextualize learning tasks and reward players along thepath• Create engagement• Incentivizes, taps into competitive nature• Makes learning our software engaging, supported and funGamification 101
    4. 4. 1st Gamification PilotHighlights from data analysis:54% increase in trial usage15% increase in buy clicks29% increase in channel revenue per trialstartIntroduced “gamification” into in-trial marketing with the launch of UndiscoveredTerritory for 3ds Max ProductTarget Audience: special effects graphic designers, game developers
    5. 5. Gamification Pilot: Huge SuccessHighlights from data analysis:54% increase in trial usage15% increase in buy clicks29% increase in channel revenue per trial startWon Gartner and Forrester awards…
    6. 6. Gamification: AutoCAD Design SuiteBuilding off the success of the 3ds Max game, we launched “ApocalypseTrigger” with our core market...Goal: entice core market to explore Suite vs. only Hero Producthttp://viewstream-media.com/autodesk/apocalypse-switch/final_v3.html
    7. 7. The Missions…
    8. 8. The Learning ExperienceData set
    9. 9. ADS Gamification ResultsNowhere near theresults we sawwith our otherpilot….Saw a decrease inproduct usageWhat can welearn from this?
    10. 10. So does this mean gamification onlyworks with certain audiences? NO.• Focus on behavior you are trying to influence• Understand target audience psychographic• Do the front end-work homework• Might be a game, might be leveraging howgames motivate• Awards? Badges? Prizes? Not ?• How can we entice trialers into engagement?• What is really making this work? Thecontextual guided learning? The “game of it”?Prizes?
    11. 11. Not necessarily a “game” but leverages game mechanics andpsychology to engage trial user.• Do the homework to REALLY understand psychographic, notjust demographic• Behavior Analysis• Contextualize learning tasks and reward players along thepathGo Back to Gamification 101
    12. 12. Current Test: Starting SmallProgressbarCurrentTestshowing8% liftNextSteps:Link totrainingmoduleprogress
    13. 13. Q&A
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