Problem
User Problem
Many users don’t understand why they should purchase a Creative Cloud All Apps plan — lack of urgency, confusion about what’s offered in the plan, and less trust in the Adobe brand overall deter purchases of the plan, which requires a significant financial investment.
Insights
Less trust in Checkout: International users face many mental risks during checkout, and might have less trust in purchasing from a non-local brand
Tech-Savvy Shoppers: Users are conducting extensive research on a product before research, so more information is valuable
Social Proof: My research of Korean/APAC Shopping Habits showed the importance Social Proof (order data, reviews, etc) in creating checkout urgency
Emerging Regions: Issues with trust in Checkout is more pronounced in regions less familiar with Adobe’s trustworthiness, such as Spain and SLAM
Hypothesis & Estimated Impact
If we showcase the number of All Apps purchases and optimize messaging to highlight the plan’s features and benefits, we will demonstrate its popularity and value. This approach will build trust and appeal to users, particularly in regions where Adobe is less known, leading to increased CTR, higher conversions, and incremental revenue.
Estimated Impact: $700K Quarterly ($2.8 Annualized)
Business Problem
To drive international growth, we need to enhance the All Apps purchase funnel. Users of this plan exhibit higher engagement and lifetime value, but international purchases are 10-20% lower than in the US due to lack of awareness of the product, less brand trust, and price sensitivity. Improving targeted messaging, showcasing social proof, and emphasizing the plan’s value are essential to build trust and boost conversions in these markets.
Project Design
Control
Challenger
Results
High-Level Impact
$1.17M Quarterly ARR lift ($4.68M Annualized) | .62% lift in Conversion
46 countries worldwide showed positive lift.
Top Winners: United Kingdom, Germany, Korea, Sweden, Canada
Learnings
Localized messaging and use-cases based on region and user-state
Value Messaging across all Price Sensitive markets
Improving clarity of All App & Single App Plans across surfaces
Testing visual design and layout preferences in Eastern Europe and in other top markets
Test making cross-plan comparisons easier for users
Follow-up Testing
Increased Purchases For Many Plans: The test drove interest in both the All Apps and Single Apps plans. Detailed use-case explanations and value messaging effectively influenced purchase decisions.
Improved Clarity: The optimized copy clarified the All Apps plan in top markets and regions less familiar with Adobe, such as South Africa, Ecuador, and Cyprus.
Effective Value Messaging: Price-sensitive users, including those in Vietnam, Ukraine, and Cyprus, responded well to value-focused messaging
Design Impact: Nordic & Eastern European countries like Norway, Sweden, Finland, and Germany also showed improved response, likely due to the sleeker design which is preferential in the region.