The business challenge
A leading online consumer entertainment company had an objective of getting prospects to sign-up for a free trial and complete the sign-up process.
They were noticing large numbers dropping out of their process so they wanted to understand why this was happening.
Previously, to understand the reason for drop-out, non-continuing customers were asked to complete an exit survey. Understandably, insights from this data pinpointed themes, but didn't provide specific actions or direction.
It was recognised that the sign-up process, such as requiring customers to provide a credit card upfront, was likely to be impacting conversion, member engagement and future revenue opportunities.
They needed to understand what was driving the consumer behaviour and find options that would to maximise trial sign-ups. Once they were 'in', conversion to sale was highly probable.