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. Below are a few of the many ideas that were tested and incorporated into the product.

Design artifacts for now — a full case study is in progress.

Hypotheses:

• 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.

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.

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.