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Guest Member-to-Subscriber Conversion Stream Analysis & Recommendations

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  • 1. Member-to-Subscriber Conversion Stream Analysis and Conversion Performance Recommendations July 2013July 2013 Provided by Leslie A. Howard leslieahoward@gmail.com 1 This is an analysis and resulting recommendations made for a B2C company’s subscriber conversion communications stream. The company’s service is clothing rental by mail. This client does not have sophisticated CRM capabilities nor manpower capacity, therefore recommendations focus on changes that could make the greatest positive impact. Definitions: • Member is a guest who has registered but who has not converted to a paying user of the service • Subscriber is a paying user of the service
  • 2. Situation Study after study proves that word-of-mouth (WOM) is most influential information source for consumers, i.e., no other “tactic” out-performs WOM’s conversion rate In its current development stage, [client name] is using WOM as its primary means to acquire subscribers Prior to layering in additional paid or owned media tactics, [client name] should optimize its WOM conversion performance Objective Assess Member-to-Subscriber conversion communications stream to improve conversion Background Assess Member-to-Subscriber conversion communications stream to improve conversion performance Methodology Registered for [client name] membership 25-Apr-13; deliberately did not convert to subscriber (provide credit card account) Collected two months’ of communications (note: all communications were received via email, as opposed to other/additional comms channels) Analyzed communications to provide [client name] with insight regarding the experience provided from the Target’s perspective – Note, actual email performance metrics were not available to analyst to augment observational analysis 2 Provided by Leslie A. Howard leslieahoward@gmail.com
  • 3. The 40/40/20 rule was established by industry benchmarks showing that target data and offering content are each twice as important as the creative elements in their effect on program performance.Data 40% Content Keep in mind the 40/40/20 direct marketing “golden rule”. Offer (incentive and content Segmented Target Lists & Frequency Due to the methodology employed for this analysis—observations based on a single registration profile—it’s not possible to comment on how effective segmentation and list selection was. Therefore, this presentation primarily focuses on Content and Creative. 40% Content 40% Creative 20% Offer (incentive and content access) & Offering (subscription cost and rental volume) Visual Graphics, Layout, Copy 3 Provided by Leslie A. Howard leslieahoward@gmail.com
  • 4. Summary of Recommendations to Improve Conversion Performance Focus Areas Recommendations Data Registration Data Capture Consider adding registration fields upon which you can segment non-converted subscribers in the future Frequency Decrease touch frequency Consider implementing greater user control over frequency: opt-down, user preference center Timing Ensure that all communications targeting non-converted subscribers focus singularly on conversion for at least the first two weeks post-registration (strike while the iron is hot) Provided by Leslie A. Howard leslieahoward@gmail.com 4 Content hot) Offer Continue to ensure offer type aligns with target’s position in life cycle Vary the subscription offer’s positioning without greater financial exposure Content Ensure that the content promoted in conversion touches align with target’s interests Landing Page Implement a conversion landing page that reinforces subscription benefits and the offer, and teases (again) the conversion-focused content, e.g., celeb styles or new collections Creative Layout Ensure conversion CTA and offer are positioned prominently above the scroll Consider locking-up social icons with header Consider continuing layout testing
  • 5. Currently, [client name] could (in theory) segment, then treat differentially non- converted registered members based on a few rudimentary measures: – Date of registration – Referring source, which (in absence of paid media) should mostly be direct and organic search Consider testing into (completion vs. You can’t segment unless you capture actionable information. Mask Client Mask Client abandonment) adding to the registration page additional fields that would enable future segmentation, e.g., – Fashion Interests? (e.g., formal workplace, business casual workplace, sultry evenings, fun weekends, special occasions) – Zip code – How did you learn about [client name]? 5 Provided by Leslie A. Howard leslieahoward@gmail.com Mask Client
  • 6. Non-converted members received a high volume of varied content. S M T W T F S Apr 25 26 27 28 29 30 May 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Jun 1 26 Conversion/Promotion Best of the Week Curated Collection Conversion from C/S1 9 11 4 Color Key per Content TopicVolume Subscription focused (count: 10) Community focused (count: 22) Period Tracked: April 25 Registration through July 15 Registration date Provided by Leslie A. Howard leslieahoward@gmail.com 6 26 27 28 29 30 31 Jun 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Jul 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 30 New Arrivals New Collection I’m not a model but … Lookalike Celeb Styles Styling Tips Member Mashup Miscellaneous Miscellaneous includes: Kickoff Summer, #Throwback Thursday, Meet Our Model, Join Our Community 2 5 10 7 7 2 5 Product focused (count: 17) Fashion focused (count: 9) Note: Dates with 2 colors indicates 2 emails received
  • 7. The touch frequency was excessive. S M T W T F S Apr 25 26 27 28 29 30 May 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Jun 1 26 Period Tracked: April 25 Registration through July 15 Near daily touches: – Received 63 touches during 81 days – Only 21 touch-free days High frequency can cause declining email performance metrics and drive opt-outs. Since [client name]’s efforts are primarily word of mouth, an opt-out represents a large opportunity cost. – Conduct a cohort analysis of unconverted members to understand: open, click and opt-out Provided by Leslie A. Howard leslieahoward@gmail.com 7 26 27 28 29 30 31 Jun 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Jul 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 30 members to understand: open, click and opt-out and conversion rates over time as well as which subject lines perform best – Consider implementing an “opt-down” option that decreases frequency but doesn’t eliminate all contact – Consider implementing a user preference center through which members and subscribers can indicate which content types, frequency and to what email address they want to receive [client name] communications, then promote the preference center
  • 8. However, relatively few touches focused on subscription conversion. S M T W T F S Apr 25 26 27 28 29 30 May 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Jun 1 26 17 of 63 (27%) touches could be attributed to conversion, indicated by a combination of offer, prominence of offer, CTA and prominence of CTA. – That’s being somewhat generous… Strike while the iron is hot. Interest is highest upon registration. – Touches immediately following member registration should focus on conversion, and should serve-up the benefits of subscription Period Tracked: April 25 Registration through July 15 Provided by Leslie A. Howard leslieahoward@gmail.com 8 26 27 28 29 30 31 Jun 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Jul 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 30 should serve-up the benefits of subscription with strong trial offer incentive. – This premise includes “operational” confirmation email(s). – Consider integrating/testing outbound telemarketing and/or mail into the conversion comms stream. Indicates touch that was conversion-focused Key
  • 9. The offer didn’t initially align with the Target’s position in life cycle. S M T W T F S Apr 25 26 27 28 29 30 May 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Jun 1 26 17 of 63 (27%) touches could be attributed to conversion indicated by combination of offer, prominence of offer, CTA and prominence of CTA. – That’s being somewhat generous… Initially, the offer was a refer-a-friend (RAF) incentive which didn’t make sense for members who are not subscribers, i.e., the RAF incentive is best for subscribers who have experienced the service/product and thus would make a recommendation Period Tracked: April 25 Registration through July 15 Provided by Leslie A. Howard leslieahoward@gmail.com 9 26 27 28 29 30 31 Jun 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Jul 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 30 thus would make a recommendation Indicates touch w refer-a-friend incentive Key Indicates touch w subscription incentive Indicates touch w both types of incentives
  • 10. Once the offer transitioned to a subscription incentive, the same offer was used without variation. S M T W T F S Apr 25 26 27 28 29 30 May 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Jun 1 26 17 of 63 (27%) touches could be attributed to conversion indicated by combination of offer, prominence of offer, CTA and prominence of CTA. – That’s being somewhat generous… Initially, the offer was a refer-a-friend (RAF) incentive which didn’t make sense for members who are not subscribers, i.e., the RAF incentive is best for subscribers who have experienced the service/product and thus would make a recommendation Once the offer was better aligned, the same Period Tracked: April 25 Registration through July 15 Provided by Leslie A. Howard leslieahoward@gmail.com 10 26 27 28 29 30 31 Jun 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Jul 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 30 Once the offer was better aligned, the same offer was repeated without variation – If Target doesn’t respond to offer 1, 2, 3 times, it’s time to start providing variety, e.g., same financial exposure but positioned in varied ways as opposed to repeating “Sign up now & Get 30 days free”, for example: • “Yours Free: XX new outfits every week for a month” • “Perfectly Polished for a Month” • “This month, look like a celeb for free” Indicates touch w refer-a-friend incentive Key Indicates touch w subscription incentive Indicates touch w both types of incentives
  • 11. The content promoted was not always aligned with the target’s position in life cycle. S M T W T F S Apr 25 26 27 28 29 30 May 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Jun 1 26 Conversion/Promotion Best of the Week Curated Collection Conversion from C/S Member Mashup 1 9 11 4 2 Color Key per Content TopicVolume Subscription focused (count: 10) Community focused (count: 22) 1 4 Period Tracked: April 25 Registration through July 15 Actual Recommended Content Promotion 3 1 Provided by Leslie A. Howard leslieahoward@gmail.com 11 26 27 28 29 30 31 Jun 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Jul 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 30 New Arrivals New Collection I’m not a model but … Lookalike Celeb Styles Styling Tips Member Mashup Miscellaneous Miscellaneous includes: Kickoff Summer, #Throwback Thursday, Meet Our Model, Join Our Community 2 5 10 7 7 2 5 Product focused (count: 17) Fashion focused (count: 9) Note: Dates with 2 colors indicates 2 emails received 2 3 4 2
  • 12. Landing pages that reinforce subscription benefits, the offer and content teased were not employed. All links seem to land in the same place: login required. – This approach presents a hurdle with no added value. Best practice would test landing pages that reinforce subscription benefits, the offer and would tease (again) conversion focused content, e.g., celeb styles or new collections. Mask Client Mask Client Provided by Leslie A. Howard leslieahoward@gmail.com 12 Mask Client
  • 13. The art direction/layout improved during the observation period. July 11 Reduced to 40% June 11 Reduced to 40% Improved prominence and featuring of clothing Arguably more attractive and less distracting/clothes- competing color palette Mask Client Mask Client Provided by Leslie A. Howard leslieahoward@gmail.com 13 Mask Client Mask Client Mask Client Mask Client Mask Client Mask Client
  • 14. However, the conversion offer is below the scroll, appearing as almost a footer element. July 11 Reduced to 40% Viewed in Chrome July 11 Reduced to 40% Viewed in IE Mask Client Mask Client Provided by Leslie A. Howard leslieahoward@gmail.com 14 Both CTAs—Browse Now & Sign Up Now & Get 30 Days Free—are below the scroll. The conversion offer is locked-up with “footer” information. It should be at the top. Given the real estate dedicated to the Blog, one would think that it’s an important CTA. Is there evidence that blog engagement drives conversion? Consider locking-up social icons with header. Consider continued layout testing. Mask Client Mask Client