With an improved selection of benefits, what will it take to convert people into premium members?
Process
Survey Validation:
• We conducted a survey to find how many members were truly likely to convert to the premium memberships and the strength of their propensity for conversion.
Ethnography:
• Among the 30% who were truly likely to convert, we identified 10% who had an extremely high probability to convert. We conducted interviews and ethnographic research to understand their reasons for wanting premium memberships and the barriers preventing their conversion.
Strategy Testing:
• Using these insights, we helped design strategies to reduce conversion barriers. We then tested these strategies to optimize their effectiveness.
Results
Within six months, our research led to a 3% increase in premium membership conversions, with a steady upward trend. Every 1% increase in conversions adds $500K to the company's bottom line and significantly reduces churn.
















