Business challenge
The largest UK provider of online marketing content wanted to optimise conversion from their freemium model to paid monthly and annual subscription.
The largest UK provider of online marketing content wanted to optimise conversion from their freemium model to paid monthly and annual subscription.
Business impact
0%+
conversion rate increase first quarter through changes in user flow
0weeks
to deliver improved user experience through personalised follow-up when needed and balancing linear viscosity
How we helped
- Analyse two years of event‑data from 9.5m devices
- Identifiy 11 events of visitor behaviour driving decision to convert to a paid tier
- Build heat score models using prescriptive analytics to predict likelihood of conversion to paid subscription in 7 and 28 days
- Help devise a new UX process and a follow‑up strategy to personalise and nudge ‘on the fence’ prospects to convert
‟We thought we had a good handle on what drives customer conversion, but the detail provided [by DataStories] will enable to better focus and optimise our approach across different users.”
Co-founder, COO/CTO, Smart Insights
Key Takeaway
Critical events that drive conversion informed new strategies and generated 80% of the value even before model implementation, scoring brought the remaining 20%.