Lead Nurturing Strategy
Business problem:
People want to get into Zwift but find it too difficult.
Target audience:
Leads - people who have expressed explicit interest by creating an account but have yet to subscribe. Some will be cyclists who are familiar with Zwift and some will know little to nothing.
Insight:
The generally fitness oriented want an easy and fun way to exercise.
Reasons to believe the insight:
A survey of 13k people showed 60% did not subscribe because of a set up issue, including technical problems or missing equipment.
Then the idea is to create a welcoming and supportive experience.
Below are snippets of emails within the flow with helpful or engaging messaging.
How we got there.
Messaging and send strategy
Messaging to users depending on their self-identified goals, using high value actions, and the trial length as the time frame.
Testing plan
To test the old vs the new workflow, users are allocated 50/50 randomly to one of the user journeys.
The wide shot.
Here’s the overview of the entire user experience from account creation to subscription.
Last notes.
Who were the cross functional partners?
Copy/design, engineering, product management, growth marketing.
What was the level of involvement?
Developed messaging and send strategy.
Want to look closer at something on this page?
Get in touch and I can send high definition copies.