zazzle: make new customers lifelong customers with a targeted welcome series

Post on 17-May-2015

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Discover how Zazzle created a welcome series that is focused on moving new subscribers through the Zazzle customer lifecycle. By educating subscribers about the possibilities that exist on the site, Zazzle’s targeted messaging has led to a more engaged customer.

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Increase Engagement with a Welcome Series

Patrick Briggs

Why a Welcome Series Matters

• Drives repeat purchases and greater LTV

• Paces customer engagement and onboarding process

• Communicates brand story and offering breadth

Zazzle’s ProblemInfinite Choice = Infinite Confusion

• 20+ BILLION individual items to shop

• 100+ product lines to customize and purchase

• Community of 300,000+ Sellers to join

Our Challenge

“I’m so proud of you! I just signed up for your

email…now what?”- Mom

Repeat Customer

Turn interested and first customers into repeat customers without 15 minute calls to my cellphone

1st Step: Data Collection

Key questions

– Who were our best customers? Looked at HV/ LTV customers.

– What traits did they exhibit?

– How did they become HV customers?

Four Key Segments Emerged• No Order (0)

Signs up for Zazzle without placing an order.

• Shoppers ($)Finds a product in our marketplace. Limited understanding of Zazzle tools.

• Creators/Customizers ($$)Designs products on Zazzle with personal photos and text. Moderate understanding of Zazzle tools.

• Sellers ($$$)Creates products to sell in Zazzle’s marketplace. Advanced understanding of Zazzle’s complete toolset and product offering.

2nd Step: Hypothesize & Test

Our if/then hypothesis:

“If we can convert shoppers to creators and creators to sellers then we will drive better retention rates”

Test, test, test! Barriers to Entry

$

$$$

Shoppers

Creators

Sellers

No Order

One Welcome Email = “Picard Maneuver”

Didn’t Work. Why?

– Overwhelming, tried to tell the entire company story…

– No single call to action

– Not relevant to customer’s actions on the website

– Didn’t engage with personality or story

3rd Step: Be Nimble and Apply Learnings

Revised our attack: “Tailor messaging to respect the customer’s first engagement point and type.”

CreatorsNo Order Shoppers

Day 1:Welcome Email

Day 3:Create Email

Day 5:Sell Email

Day 1:Welcome Email

Day 3:Sell Email

Day 5:Shop Email

Day 1:Welcome Email

Day 2:Shop Email

Day 3:Create Email

Day 6:Sell Email

Welcome Series - Part One

• Simple, high energy, welcoming message

• Sets customer expectations for emails

• Clear, simple call to action

Welcome Series - Part Two

• Drives customer to search (find content for anyone)

• No excess words. Communicates breadth with simple imagery

• Repeated, simple call to action

Welcome Series - Part Three

• Emotional example of product use

• 1,2,3 messaging conveys ease of product creation

• Customer testimonial promotes trust

Welcome Series - Part Four

• Imagery and testimonial convey ease and opportunity

• Engaging copy drives click through

• Multiple calls to action

4th Step: Continue Testing

• We don’t have all the right answers the first or even second time

• We’re still testing and optimizing

• We expect the total process to take 4-6 months

How Did It Go?

514% Increase inSeller stores

22% Increase inrevenue

46%

Incr

ease

inpr

oduc

ts

crea

ted

3% Increase inAOS

17% Increase inorders

Summary

• Use data to discover core customer traits

• Hypothesize strategies to move them into the engagement funnel

• Be nimble, apply early learnings and optimize

• Continue to test and optimize

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