Post on 15-Apr-2017
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How to optimize, retain and get double digit conversions
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Avast
Michal Parizek
Author
Senior e-commerce specialist (optimization)
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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)
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Big and small optimization projects
In-product checkout Local currencies and payment methods Auto-renewal
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Auto-renewal
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Auto-renewal / subscriptions standard business model
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Why standard?
• Higher renewal rate• More loyal customers• More $
Valuable for companies
• Convenient• Lower initial costs• No “pain of payment”
Valuable for customers
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+ 43%
Renewal Rate - USA
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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
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Setting up Auto-renewal
Backend Infrastructure Customer Portal Email templates and flow architecture Checkout – prepare to AR
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Customer Portal
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Emails and flow architecture
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Checkout – prepare to AR
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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
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The more payment attempts, the better.
AR TIP #1
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Use “Account Updater” – for finding credit card successors.
AR TIP #2
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Offer all payment methods even for AR opt-out.
AR TIP #3
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Your eCom partner should have local well respected PSPs.
AR TIP #4
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Help with refunds, don’t leave it just to your eCom partner.
AR TIP #5
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Get customers’ feedback why they decided to stop their AR plan.
AR TIP #6
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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.
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Big and small optimization projects
In-app Store Optimization “Introducing a New Product” Email Campaign In-app Banner Messaging Optimization
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In-app Store Optimization
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First we thoroughly analyzed performance of current in-app store
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Customers rarely downgrade their level of protection when renew from our store.
KEY INSIGHTS
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Avast GrimeFighter and Avast SecureLine are the two best-selling attached products.
KEY INSIGHTS
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There is a significant share of Avast Premier at our 3 key segments.
KEY INSIGHTS
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Customers buy attached products often few days after their antivirus purchase.
KEY INSIGHTS
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A/B Test of an in-app store
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A/B Test of an in-app store
CVR: +47%AOV: -18%
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Introducing new product email campaign
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Email campaign stages
Pick two test markets1
A/B test: content and subject2
Full-scale the winning version3
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Pick two test markets1
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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
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A/B test: content and subject2
vs.
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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
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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
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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%
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A/B test: content and subject2
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A/B test: content and subject2
CVR: +11%CTR: -22%
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Placing CtA at the top of the email may increase CTR but doesn’t automatically increase CVR.
KEY LEARNINGS
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More specific CtA may lower CTR but it brings more quality leads and conversions.
KEY LEARNINGS
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Expert opinion does not necessarily need to be the best one.
KEY LEARNINGS
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Different open rate and CTR across countries.
KEY LEARNINGS
Australia Czech Republic0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Open rate
Australia Czech Republic0.00%2.00%4.00%6.00%8.00%
10.00%12.00%14.00%16.00%18.00%
CTR
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Full-scale the winning version3Subject 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
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In-app Banner Messaging Optimization
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A/B Test of an in-app banner – different headline, icon, CtA
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A/B Test of an in-app banner – different headline, icon, CtA
CVR: +39%
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A/B Test of an in-app banner - headline
PC testing your patience? Speed it up in seconds.
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A/B Test of an in-app banner - headline
PC testing your patience? Speed it up in seconds.
CVR: +40%
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A/B Test of an in-app banner – headline II
Give your PC the ultimate speed-over!
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A/B Test of an in-app banner – headline II
Give your PC the ultimate speed-over!
CVR: +58%
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Messaging inducing concerns does work very well for security products.
KEY LEARNING
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A/A TestBONUS
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A/A Test – Multiple expiration content
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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
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We need to set minimum CNV and AOV lifts. 5%?
KEY LEARNINGS
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Michal ParizekSenior e-commerce specialist (optimization)
Avast