Increasing Trial ConversionsCase Study with Absolute Software

April 2015

Business Challenges: • Difficult for users to “try” the product

• Low trial conversion rate

Marketing Campaign

Landing Page

Trial Sign-up Form

Thank you Page

Activation/Download

30 Day Trial Period

Legacy Trial Model – Prior State

30 Day Trial

License Key

Nurture CampaignAcquisition Campaign Cart Conversion

Purchase

LoJack for Laptops – 6 month trial

Trial Funnel KPIs – Legacy Model

Trial Sign-Up Rate 11%

Activation Rate 52%

Purchase

8%

Signups/Form visits

Activations/

Signups

Orders/Signups

Trial Conversion Rate 0.9%

Orders/Form Visits

Marketing Campaign

Landing Page

Trial Sign-up Form

Thank You Page

Activation/Download

Purchase with Auto

Billing

New Trial Model with Avangate: Automated Renewals

30 Day Trial

License Key

Acquisition Campaign Cart Conversion

Turn-off Auto Renew

Auto Renew

Trial Sign-Up Rate 10%

Activation Rate 100%

Purchase

56%

Signups/form visits

Trial period begins

with license key

Orders/Signups

Trial Funnel KPIs – Avangate Auto Renewals

Trial Conversion Rate 5%

Orders/Form Visits

What was the impact of changing the trial model?

• 5x increase in trial conversion rate

• Better user experience

• Customer engagement focused on education versus “selling”

• Streamlined reporting

KPIs for Opt-in Trial Legacy

Model

Avangate

Model

Trial Sign-up Rate 11% 10%

Activation Rate 52% 100%

Purchase Rate 8% 56%

Trial Conversion Rate 0.9% 5%

Revenue w. 100K visits $36K $200K

Best PracticesIncreasing Trial Conversions

Maximize Distribution of Trial Software

• Seeding programs with

strategic partners

• OEM, Retail, Affiliate

• Leverage partner

credibility

Test Different Terms for Trial Period

• Tried 1, 2, 3, and 6

months terms

• Longer trial period has

higher attach rates

• Position as a free

subscription

Educate Users Through Nurture Campaign

• Welcome email with tips

• Educate trial users on product value

• Monetize with upgrade offers

Drive Activations with Reminder Emails

• Email users that have not

activated the trial

• Strong CTA with FUD

• Email drives 5% lift in

activation rate

Welcome Email

• Day 1

Offer Save 25%

• Day 5

Offer Save 25%

• Day 29

Trial Expiry Notice

Save 25%

• Day 30

Post-Expiry Offer

Save 50%

• Day 45

Winback Campaign

Save 70%

• Day 90

Segment Messaging Based on Renewal Type

Welcome Email

• Day 1

Renewal Notice

• Day 25

Renewal Confirmation

• After card is billed

Trial with Auto Billing

Trial with Manual Purchase

Reach Customers Outside of Email

• In-Product Notifier Tool

• Real-time messaging about trial expiry

• Monetize with offers

Treat Expired Trials as Leads

• Win Back campaign

• Quarterly campaign with

aggressive offer

• Attach rates are 5%

Examine the User Experience: Wall Test

Summary: Increasing Trial Conversions

• Try Auto Renewal Model

• Maximize Trial Distribution

• Test Everything

• Educate Your Customer

• Use Multiple Communication Channels

• Reach out to Non-Active & Expired Trial Users

• Live the User Experience

Acquire

Activate

Upsell,

Cross-sell

Upgrade

Renew Activate5-20%recoverable

revenue

Avangate B.V.Amsterdam, The NetherlandsTel: +31 20 890 8080

Avangate Inc.Redwood Shores CA., USATel: (650) 249 - 5280

info@avangate.com www.avangate.com