How to optimizite, retain and get double digit conversions (TLE2015 Europe)

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How to optimize, retain and get double digit conversions


Avast

Michal Parizek

Author

Senior e-commerce specialist (optimization)

#TLE2015


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)


Big and small optimization projects

In-product checkout Local currencies and payment methods Auto-renewal


Auto-renewal


Auto-renewal / subscriptions standard business model


Why standard?

• Higher renewal rate• More loyal customers• More $

Valuable for companies

• Convenient• Lower initial costs• No “pain of payment”

Valuable for customers


+ 43%

Renewal Rate - USA


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


Setting up Auto-renewal

Backend Infrastructure Customer Portal Email templates and flow architecture Checkout – prepare to AR


Customer Portal


Emails and flow architecture


Checkout – prepare to AR


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


The more payment attempts, the better.

AR TIP #1


Use “Account Updater” – for finding credit card successors.

AR TIP #2


Offer all payment methods even for AR opt-out.

AR TIP #3


Your eCom partner should have local well respected PSPs.

AR TIP #4


Help with refunds, don’t leave it just to your eCom partner.

AR TIP #5


Get customers’ feedback why they decided to stop their AR plan.

AR TIP #6


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.


Big and small optimization projects

In-app Store Optimization “Introducing a New Product” Email Campaign In-app Banner Messaging Optimization


In-app Store Optimization



First we thoroughly analyzed performance of current in-app store


Customers rarely downgrade their level of protection when renew from our store.

KEY INSIGHTS


Avast GrimeFighter and Avast SecureLine are the two best-selling attached products.

KEY INSIGHTS


There is a significant share of Avast Premier at our 3 key segments.

KEY INSIGHTS


Customers buy attached products often few days after their antivirus purchase.

KEY INSIGHTS



A/B Test of an in-app store


A/B Test of an in-app store

CVR: +47%AOV: -18%


Introducing new product email campaign


Email campaign stages

Pick two test markets1

A/B test: content and subject2

Full-scale the winning version3


Pick two test markets1



Subject A: Can your PC boot in less than 30 seconds?

Subject B: It’s time to speed up your PC



vs.



Subject: Can your PC boot in less than 30 seconds? Subject: It’s time to speed up your PC

A B C D



Subject A: Can your PC boot in less than 30 seconds? Subject B: It’s time to speed up your PC



Subject A: Can your PC boot in less than 30 seconds? Subject B: It’s time to speed up your PC

Open Rate: +7%





CVR: +11%CTR: -22%


Placing CtA at the top of the email may increase CTR but doesn’t automatically increase CVR.

KEY LEARNINGS


More specific CtA may lower CTR but it brings more quality leads and conversions.

KEY LEARNINGS


Expert opinion does not necessarily need to be the best one.

KEY LEARNINGS


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


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


In-app Banner Messaging Optimization


A/B Test of an in-app banner – different headline, icon, CtA


A/B Test of an in-app banner – different headline, icon, CtA

CVR: +39%


A/B Test of an in-app banner - headline

PC testing your patience? Speed it up in seconds.


A/B Test of an in-app banner - headline

PC testing your patience? Speed it up in seconds.

CVR: +40%


A/B Test of an in-app banner – headline II

Give your PC the ultimate speed-over!


A/B Test of an in-app banner – headline II

Give your PC the ultimate speed-over!

CVR: +58%


Messaging inducing concerns does work very well for security products.

KEY LEARNING


A/A TestBONUS


A/A Test – Multiple expiration content


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


We need to set minimum CNV and AOV lifts. 5%?

KEY LEARNINGS


Michal ParizekSenior e-commerce specialist (optimization)

Avast

Data & Analytics

How to optimizite, retain and get double digit conversions (TLE2015 Europe)