About This Project
ScoreSense is a subscription-based product offering all three credit scores and reports after a seven-day free trial. Historically, the tactic was to communicate with customers in that trial period as little as possible in order to NOT remind them of the upcoming charge. After I ran some customer research studies, I was able to present the value of increasing customer touchpoints through targeted and personalized communication strategies.
Strategy
To increase subscription conversion past the seven-day free trial period by improving knowledge of the ScoreSense product, informing users of the specific deficiencies in their credit reports, and pointing them to specific product solutions to improve their credit life.
Approach
I led a comprehensive strategic planning process of identifying gaps in the current email journey by evaluating open and click rates, mapping segmentation of user types, and identifying current conversion rates by segments. I then evaluated both direct competitors and other subscription-based free trial models and outlined content and feature enhancements for a new email journey. I then led design and content enhancements driven by research while coordinating with technology to access personalized customer credit data to drive the relevance of messaging. All while bringing the design standards in line with the overall brand design system.
Result
The new email journey campaign led to a 4% increase increase in moving customers through the seven-day trial period and into paying customers. Also, this moved us closer to a consolidated design system for all our branding, marketing, and digital design efforts.