Challenge
A company that distributes multimedia content (movies, series, TV shows) on a streaming platform noticed that few customers had purchased subscriptions in the past few months. Some users filled out registration forms, but did not complete them. The company began looking for tools to recover abandoned registration processes.
Action
- Data collection
The company sorted out information about its contacts, which allowed it to segment them.
- Segmentation of contacts
Users were segmented into groups. In this way, the company was able to contact only those people who had interrupted the registration process.
- Personalization of messages
Personalized emails were sent to people with abandoned forms with suggestions for movies and series that are only available to subscribers.
- Conducting NPS surveys
The company sent NPS surveys to all users with broken processes, through which it learned that there was a problem on some mobile devices and part of the form did not load properly.
- Creating good quality forms
With iPresso, the multimedia content distributor created responsive forms, so it was sure that regardless of the device chosen, the form would load correctly.
Results
- The new forms were easily filled out by laptop, smartphone and tablet users alike. The abandoned form rate dropped by 35%.
- The company gained many new subscribers.
- Due to personalized messages with content tailored to the recipient, the number of customers with multiple packages purchased increased by 26%.
- Due to the NPS surveys, the company knew what to improve in the forms. After introducing the new forms, there was a 19% increase in customer satisfaction.
