Problem

User Problem

The negative tone in the commitment step ETF copy may remind users of a future charge, potentially deterring them from completing the plan.

Insights

The A.com team’s test in the US revealed a 2.8% increase in conversion rates and a $2.7M ARR uplift, with Annual-Billed-Monthly (ABM) cards showing the highest improvement.

Hypothesis & Estimated Impact

If we optimize the commitment copy for ABM and PUF cards with a positive, less-risky tone, then users might feel more trust in their purchase, reduce drop-off at the commitment step and enhancing ARR/conversion rate.

Business Problem

CME-1 is not fully optimized to meet the preferences and expectations of users outside the US, resulting in lower conversion rates compared to the US baseline.

Project Design

Control

Challenger

Results

High-Level Impact

  • $1.03M Quarterly lift ($4.13M annualized)

  • 6.19% relative lift in conversion rate for positive countries

  • 68 countries showed positive lift (35% of the world)

Learnings

  • Positive Tone Impact: A positive tone in the commitment step led to higher checkout completion rates.

  • Regional Insights:

    • Positive Results: 68 countries showed significant positive outcomes, with 48 from EMEA. The highest ARR came from 9 APAC countries.

    • Top Performers: Korea, Canada, and Malaysia benefited from the positive tone. Cost sensitivity in Korea and Malaysia might also play a role.

    • Negative Results: DE and UK had lower results, possibly due to preferences for direct communication or awareness of local regulations.

  • Commitment Increase: The ABM segment saw a notable increase of 570+ units, with positive results across initial, add-on, and migration offers.

  • Mental Risk: The positive tone helped alleviate checkout-related mental risks, suggesting a potential to address other mental barriers in future testing.

Follow-up Testing

Tone Testing: Explore the impact of different communication tones in various regions to determine preferences and optimize messaging.

  1. Regional Variations: Investigate why DE and UK responded negatively and test more direct communication approaches or adjustments for local regulations.

  2. Cost Sensitivity: Analyze how cost sensitivity affects user behavior in different regions and test pricing strategies that align with local purchasing power.

  3. Mental Risk Assessment: Identify other mental risks during checkout and test strategies to address them, potentially improving conversion rates further.