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#TLE2015© 2015, WhichTestWon. All rights reserved.
How to optimize,
retain and get
double digit
conversions
#TLE2015© 2015, WhichTestWon. All rights reserved.
Avast
Michal Parizek
Author
Senior e-commerce specialist (optimization)...
#TLE2015© 2015, WhichTestWon. All rights reserved.
About Avast
 World’s most popular antivirus
 230M free users
 6M pai...
#TLE2015© 2015, WhichTestWon. All rights reserved.
Big and small optimization projects
 In-product checkout
 Local curre...
#TLE2015© 2015, WhichTestWon. All rights reserved.
Auto-renewal
#TLE2015© 2015, WhichTestWon. All rights reserved.
Auto-renewal / subscriptions  standard business
model
#TLE2015© 2015, WhichTestWon. All rights reserved.
Why standard?
• Higher renewal rate
• More loyal customers
• More $
Val...
#TLE2015© 2015, WhichTestWon. All rights reserved.
+ 43%
Renewal Rate - USA
#TLE2015© 2015, WhichTestWon. All rights reserved.
Auto-renewal vs. Manual-renewal
Auto-Renewal Manual-Renewal
Renewal Rat...
#TLE2015© 2015, WhichTestWon. All rights reserved.
Setting up Auto-renewal
 Backend
 Infrastructure
 Customer Portal
 ...
#TLE2015© 2015, WhichTestWon. All rights reserved.
Customer Portal
#TLE2015© 2015, WhichTestWon. All rights reserved.
Emails and flow architecture
#TLE2015© 2015, WhichTestWon. All rights reserved.
Checkout – prepare to AR
#TLE2015© 2015, WhichTestWon. All rights reserved.
3 key AR metrics to optimize
 AR disable rate
 Disabled subscriptions...
#TLE2015© 2015, WhichTestWon. All rights reserved.
The more payment
attempts, the better.
AR TIP #1
#TLE2015© 2015, WhichTestWon. All rights reserved.
Use “Account Updater” –
for finding credit card
successors.
AR TIP #2
#TLE2015© 2015, WhichTestWon. All rights reserved.
Offer all payment methods
even for
AR opt-out.
AR TIP #3
#TLE2015© 2015, WhichTestWon. All rights reserved.
Your eCom partner should
have local well respected
PSPs.
AR TIP #4
#TLE2015© 2015, WhichTestWon. All rights reserved.
Help with refunds, don’t
leave it just to your eCom
partner.
AR TIP #5
#TLE2015© 2015, WhichTestWon. All rights reserved.
Get customers’ feedback
why they decided to stop
their AR plan.
AR TIP ...
#TLE2015© 2015, WhichTestWon. All rights reserved.
Our reasons to stop AR
I'm 86 years old and I don't know if I'll be aro...
#TLE2015© 2015, WhichTestWon. All rights reserved.
Big and smalloptimization projects
 In-app Store Optimization
 “Intro...
#TLE2015© 2015, WhichTestWon. All rights reserved.
In-app Store
Optimization
#TLE2015© 2015, WhichTestWon. All rights reserved.
#TLE2015© 2015, WhichTestWon. All rights reserved.
First we thoroughly analyzed performance of current
in-app store
#TLE2015© 2015, WhichTestWon. All rights reserved.
Customers rarely
downgrade their
level of protection
when renew from
ou...
#TLE2015© 2015, WhichTestWon. All rights reserved.
Avast GrimeFighter
and Avast SecureLine
are the two best-
selling attac...
#TLE2015© 2015, WhichTestWon. All rights reserved.
There is a
significant share
of Avast Premier
at our 3 key
segments.
KE...
#TLE2015© 2015, WhichTestWon. All rights reserved.
Customers buy
attached products
often few days
after their antivirus
pu...
#TLE2015© 2015, WhichTestWon. All rights reserved.
#TLE2015© 2015, WhichTestWon. All rights reserved.
A/B Test of an in-app store
#TLE2015© 2015, WhichTestWon. All rights reserved.
A/B Test of an in-app store
CVR: +47%
AOV: -18%
#TLE2015© 2015, WhichTestWon. All rights reserved.
Introducing new product
email campaign
#TLE2015© 2015, WhichTestWon. All rights reserved.
Email campaign stages
Pick two test markets1
A/B test: content and subj...
#TLE2015© 2015, WhichTestWon. All rights reserved.
Pick two test markets1
#TLE2015© 2015, WhichTestWon. All rights reserved.
A/B test: content and subject2
Subject A: Can your PC boot in less than...
#TLE2015© 2015, WhichTestWon. All rights reserved.
A/B test: content and subject2
vs.
#TLE2015© 2015, WhichTestWon. All rights reserved.
A/B test: content and subject2
Subject: Can your PC boot in less than 3...
#TLE2015© 2015, WhichTestWon. All rights reserved.
A/B test: content and subject2
Subject A: Can your PC boot in less than...
#TLE2015© 2015, WhichTestWon. All rights reserved.
A/B test: content and subject2
Subject A: Can your PC boot in less than...
#TLE2015© 2015, WhichTestWon. All rights reserved.
A/B test: content and subject2
#TLE2015© 2015, WhichTestWon. All rights reserved.
A/B test: content and subject2
CVR: +11%
CTR: -22%
#TLE2015© 2015, WhichTestWon. All rights reserved.
Placing CtA at the top
of the email may
increase CTR but
doesn’t automa...
#TLE2015© 2015, WhichTestWon. All rights reserved.
More specific CtA may
lower CTR but it brings
more quality leads and
co...
#TLE2015© 2015, WhichTestWon. All rights reserved.
Expert opinion does
not necessarily need
to be the best one.
KEY LEARNI...
#TLE2015© 2015, WhichTestWon. All rights reserved.
Different open
rate and CTR
across
countries.
KEY LEARNINGS
0.00%
5.00%...
#TLE2015© 2015, WhichTestWon. All rights reserved.
Full-scale the winning version3
Subject B: It’s time to speed up your P...
#TLE2015© 2015, WhichTestWon. All rights reserved.
In-app Banner Messaging
Optimization
#TLE2015© 2015, WhichTestWon. All rights reserved.
A/B Test of an in-app banner – different headline, icon, CtA
#TLE2015© 2015, WhichTestWon. All rights reserved.
A/B Test of an in-app banner – different headline, icon, CtA
CVR: +39%
#TLE2015© 2015, WhichTestWon. All rights reserved.
A/B Test of an in-app banner - headline
PC testing your patience? Speed...
#TLE2015© 2015, WhichTestWon. All rights reserved.
A/B Test of an in-app banner - headline
PC testing your patience? Speed...
#TLE2015© 2015, WhichTestWon. All rights reserved.
A/B Test of an in-app banner – headline II
Give your PC the ultimate sp...
#TLE2015© 2015, WhichTestWon. All rights reserved.
A/B Test of an in-app banner – headline II
Give your PC the ultimate sp...
#TLE2015© 2015, WhichTestWon. All rights reserved.
Messaging inducing
concerns does work
very well for security
products.
...
#TLE2015© 2015, WhichTestWon. All rights reserved.
A/A Test
#TLE2015© 2015, WhichTestWon. All rights reserved.
A/A Test – Multiple expiration content
#TLE2015© 2015, WhichTestWon. All rights reserved.
A/A Test – Multiple expiration content
CVR: +4%
AOV: +3%
Page views per...
#TLE2015© 2015, WhichTestWon. All rights reserved.
We need to set
minimum CNV
and AOV lifts.
5%?
KEY LEARNINGS
#TLE2015© 2015, WhichTestWon. All rights reserved.
Michal Parizek
Senior e-commerce specialist (optimization)
Avast
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How to optimizite, retain and get double digit conversions (TLE2015 Europe)

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What optimization projects we work on at Avast.
- Our experience with Auto-renewal
- Optimizing in-app store
- A/B testing of an email campaign
- In-app banner optimization
- A/A test results and experience

Published in: Data & Analytics
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How to optimizite, retain and get double digit conversions (TLE2015 Europe)

  1. 1. #TLE2015© 2015, WhichTestWon. All rights reserved. How to optimize, retain and get double digit conversions
  2. 2. #TLE2015© 2015, WhichTestWon. All rights reserved. Avast Michal Parizek Author Senior e-commerce specialist (optimization) #TLE2015
  3. 3. #TLE2015© 2015, WhichTestWon. All rights reserved. About Avast  World’s most popular antivirus  230M free users  6M paid users  Plus other security utilities and products  1 billion $ evaluation  Sales via an eCom partner (Digital River)  15+ CRO FTEs (eCom specialists)
  4. 4. #TLE2015© 2015, WhichTestWon. All rights reserved. Big and small optimization projects  In-product checkout  Local currencies and payment methods  Auto-renewal
  5. 5. #TLE2015© 2015, WhichTestWon. All rights reserved. Auto-renewal
  6. 6. #TLE2015© 2015, WhichTestWon. All rights reserved. Auto-renewal / subscriptions  standard business model
  7. 7. #TLE2015© 2015, WhichTestWon. All rights reserved. Why standard? • Higher renewal rate • More loyal customers • More $ Valuable for companies • Convenient • Lower initial costs • No “pain of payment” Valuable for customers
  8. 8. #TLE2015© 2015, WhichTestWon. All rights reserved. + 43% Renewal Rate - USA
  9. 9. #TLE2015© 2015, WhichTestWon. All rights reserved. Auto-renewal vs. Manual-renewal Auto-Renewal Manual-Renewal Renewal Rate Higher Lower Payment Methods Supported Online Online + Offline Degree of ownership Lower Higher Data source E-commerce partner Internal sources Commission Same Market Penetration Mainly USA, Canada, UK, Australia All Maintenance Costs Lower Higher Refund Rate Higher Lower
  10. 10. #TLE2015© 2015, WhichTestWon. All rights reserved. Setting up Auto-renewal  Backend  Infrastructure  Customer Portal  Email templates and flow architecture  Checkout – prepare to AR
  11. 11. #TLE2015© 2015, WhichTestWon. All rights reserved. Customer Portal
  12. 12. #TLE2015© 2015, WhichTestWon. All rights reserved. Emails and flow architecture
  13. 13. #TLE2015© 2015, WhichTestWon. All rights reserved. Checkout – prepare to AR
  14. 14. #TLE2015© 2015, WhichTestWon. All rights reserved. 3 key AR metrics to optimize  AR disable rate  Disabled subscriptions/All expiring subscriptions  Payment failure rate  Subscriptions with failed billing/All expiring subscriptions  AR refund rate  Refunded renewed subscriptions/All renewed subscriptions
  15. 15. #TLE2015© 2015, WhichTestWon. All rights reserved. The more payment attempts, the better. AR TIP #1
  16. 16. #TLE2015© 2015, WhichTestWon. All rights reserved. Use “Account Updater” – for finding credit card successors. AR TIP #2
  17. 17. #TLE2015© 2015, WhichTestWon. All rights reserved. Offer all payment methods even for AR opt-out. AR TIP #3
  18. 18. #TLE2015© 2015, WhichTestWon. All rights reserved. Your eCom partner should have local well respected PSPs. AR TIP #4
  19. 19. #TLE2015© 2015, WhichTestWon. All rights reserved. Help with refunds, don’t leave it just to your eCom partner. AR TIP #5
  20. 20. #TLE2015© 2015, WhichTestWon. All rights reserved. Get customers’ feedback why they decided to stop their AR plan. AR TIP #6
  21. 21. #TLE2015© 2015, WhichTestWon. All rights reserved. Our reasons to stop AR I'm 86 years old and I don't know if I'll be around at 89. I don't believe I ever ordered a paid version of AVAST. I didn't STOP it!!All I wanted to know was WHICH ACCOUNT you deducted my latest renewal from. Seriously??!! Hit the wrong button.
  22. 22. #TLE2015© 2015, WhichTestWon. All rights reserved. Big and smalloptimization projects  In-app Store Optimization  “Introducing a New Product” Email Campaign  In-app Banner Messaging Optimization
  23. 23. #TLE2015© 2015, WhichTestWon. All rights reserved. In-app Store Optimization
  24. 24. #TLE2015© 2015, WhichTestWon. All rights reserved.
  25. 25. #TLE2015© 2015, WhichTestWon. All rights reserved. First we thoroughly analyzed performance of current in-app store
  26. 26. #TLE2015© 2015, WhichTestWon. All rights reserved. Customers rarely downgrade their level of protection when renew from our store. KEY INSIGHTS
  27. 27. #TLE2015© 2015, WhichTestWon. All rights reserved. Avast GrimeFighter and Avast SecureLine are the two best- selling attached products. KEY INSIGHTS
  28. 28. #TLE2015© 2015, WhichTestWon. All rights reserved. There is a significant share of Avast Premier at our 3 key segments. KEY INSIGHTS
  29. 29. #TLE2015© 2015, WhichTestWon. All rights reserved. Customers buy attached products often few days after their antivirus purchase. KEY INSIGHTS
  30. 30. #TLE2015© 2015, WhichTestWon. All rights reserved.
  31. 31. #TLE2015© 2015, WhichTestWon. All rights reserved. A/B Test of an in-app store
  32. 32. #TLE2015© 2015, WhichTestWon. All rights reserved. A/B Test of an in-app store CVR: +47% AOV: -18%
  33. 33. #TLE2015© 2015, WhichTestWon. All rights reserved. Introducing new product email campaign
  34. 34. #TLE2015© 2015, WhichTestWon. All rights reserved. Email campaign stages Pick two test markets1 A/B test: content and subject2 Full-scale the winning version3
  35. 35. #TLE2015© 2015, WhichTestWon. All rights reserved. Pick two test markets1
  36. 36. #TLE2015© 2015, WhichTestWon. All rights reserved. A/B test: content and subject2 Subject A: Can your PC boot in less than 30 seconds? Subject B: It’s time to speed up your PC
  37. 37. #TLE2015© 2015, WhichTestWon. All rights reserved. A/B test: content and subject2 vs.
  38. 38. #TLE2015© 2015, WhichTestWon. All rights reserved. A/B test: content and subject2 Subject: Can your PC boot in less than 30 seconds? Subject: It’s time to speed up your PC A B C D
  39. 39. #TLE2015© 2015, WhichTestWon. All rights reserved. A/B test: content and subject2 Subject A: Can your PC boot in less than 30 seconds? Subject B: It’s time to speed up your PC
  40. 40. #TLE2015© 2015, WhichTestWon. All rights reserved. A/B test: content and subject2 Subject A: Can your PC boot in less than 30 seconds? Subject B: It’s time to speed up your PC Open Rate: +7%
  41. 41. #TLE2015© 2015, WhichTestWon. All rights reserved. A/B test: content and subject2
  42. 42. #TLE2015© 2015, WhichTestWon. All rights reserved. A/B test: content and subject2 CVR: +11% CTR: -22%
  43. 43. #TLE2015© 2015, WhichTestWon. All rights reserved. Placing CtA at the top of the email may increase CTR but doesn’t automatically increase CVR. KEY LEARNINGS
  44. 44. #TLE2015© 2015, WhichTestWon. All rights reserved. More specific CtA may lower CTR but it brings more quality leads and conversions. KEY LEARNINGS
  45. 45. #TLE2015© 2015, WhichTestWon. All rights reserved. Expert opinion does not necessarily need to be the best one. KEY LEARNINGS
  46. 46. #TLE2015© 2015, WhichTestWon. All rights reserved. Different open rate and CTR across countries. KEY LEARNINGS 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% Australia Czech Republic Open rate 0.00% 5.00% 10.00% 15.00% 20.00% Australia Czech Republic CTR
  47. 47. #TLE2015© 2015, WhichTestWon. All rights reserved. Full-scale the winning version3 Subject B: It’s time to speed up your PC Emails sent 4M Sales generated $350k Estimate of sales using alternative designs $300k A/B test impact $50k
  48. 48. #TLE2015© 2015, WhichTestWon. All rights reserved. In-app Banner Messaging Optimization
  49. 49. #TLE2015© 2015, WhichTestWon. All rights reserved. A/B Test of an in-app banner – different headline, icon, CtA
  50. 50. #TLE2015© 2015, WhichTestWon. All rights reserved. A/B Test of an in-app banner – different headline, icon, CtA CVR: +39%
  51. 51. #TLE2015© 2015, WhichTestWon. All rights reserved. A/B Test of an in-app banner - headline PC testing your patience? Speed it up in seconds.
  52. 52. #TLE2015© 2015, WhichTestWon. All rights reserved. A/B Test of an in-app banner - headline PC testing your patience? Speed it up in seconds. CVR: +40%
  53. 53. #TLE2015© 2015, WhichTestWon. All rights reserved. A/B Test of an in-app banner – headline II Give your PC the ultimate speed-over!
  54. 54. #TLE2015© 2015, WhichTestWon. All rights reserved. A/B Test of an in-app banner – headline II Give your PC the ultimate speed-over! CVR: +58%
  55. 55. #TLE2015© 2015, WhichTestWon. All rights reserved. Messaging inducing concerns does work very well for security products. KEY LEARNING
  56. 56. #TLE2015© 2015, WhichTestWon. All rights reserved. A/A Test
  57. 57. #TLE2015© 2015, WhichTestWon. All rights reserved. A/A Test – Multiple expiration content
  58. 58. #TLE2015© 2015, WhichTestWon. All rights reserved. A/A Test – Multiple expiration content CVR: +4% AOV: +3% Page views per variant: 5M+ Transactions per variant: 2K+ A/A test duration: 11 days
  59. 59. #TLE2015© 2015, WhichTestWon. All rights reserved. We need to set minimum CNV and AOV lifts. 5%? KEY LEARNINGS
  60. 60. #TLE2015© 2015, WhichTestWon. All rights reserved. Michal Parizek Senior e-commerce specialist (optimization) Avast

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