Retention
+8%
Users creating content
+104%
Litmus Personalize, growth experiments
Background
After the initial launch of Litmus Personalize Essentials, the team began collecting customer feedback and analyzing usage data to identify opportunities to increase adoption, engagement, and, ultimately, retention. The core metric Peronalize affecting retention stood out from the get go.
The team set out to maximize growth, testing and incorporating many ideas into the product. Here are just a few of them.
Hypothesis: Realistic templates that highlight various use cases and newly added capabilities will inspire customers and encourage them to create content for their next email campaign.
Hypothesis: Subtly adding templates to the platform’s home page will help customers discover new capabilities and begin creating content with a single click.
The numbers after the Growth team conducted experiments:
Hypothesis: Adding examples sorted by vertical or industry will help customers better relate to specific widgets and understand how personalization widgets can benefit their email campaigns.
Hypothesis: Making the index pages of each content type more informative and displaying templates upfront—rather than in a modal window—will nudge customers toward creating content. Visible, one-click-access templates will increase adoption.
The results after the Growth team ran experiments on the Overview page alone (the main entry point to Personalize).
Users publishing content
+27%
Hypotheses:
- A clearer value proposition in the heading will increase th enumber of customers who start creating content. "easy" reflects the sentiment customers who used the product had, "effective" implies the ROI is high, "low-code" solutions is something the market moves towards, "personalization" is an industry term for the content types Litmus Personalization offers. To test against a more generic previous heading "Personalize your email with dynamic images".
- A cleaner, simpler design—along with the addition of case studies, examples, and guides that are readily available before committing to content creation—will increase conversion from the landing page to template selection.
- Using more realistic imagery, rather than generic visuals representing content types, will help customers more quickly understand what kind of content they can create.
- Adding a short description to each content type, including what it is and how it can be used, will help users get started with creating content more confidently.
The design above wasn’t tested due to the Litmus acquisition.