How Engagement Drives Acquisitions

Which one won?

For years now we’ve been playing a game around HoK where we present completed experiments and ask everyone to guess which variation they believe to be the winner, today we invite you to play. It’s a fun way to absorb everything from best practices to innovations.

This experiment is a fantastic demonstration of what makes subscribers better customers: it’s all the points along their journey to optimize the experience and move the business towards more sustainable net growth.

When it comes to products with a paywall or a trial, our growth framework and research-backed hypotheses have revealed how engagement can be an incredibly effective acquisition effort. And it contributes to better LTV with implications for expansion (upgrades, add-ons, etc).

In multiple applications, we’ve designed experiments to drive people deeper into the “reading rabbit hole” for all the benefits of increased engagement. We’ve found that, when done well, it also drives more new subscribers through the existing paywall/trial restriction. In this example, an increase of +20% more clicks to additional content leading to +10% more new subscribers.

So, what do you think — Which one won?

Click to pick your winner: Version A or Version B

In every experiment there’s a lot to learn, including the customer research that inspired this hypothesis and made the test more likely to succeed — feel free to reach out if you want more detail. I’m happy to chat about the broader implications of an experiment like this and how it might work for you.

Thanks
- Matt

P.S. If you missed our last AMA with Stephen Smyk on the power of podcast advertising, consider this and check it out in the community:

• Hard to reach, educated, high HHI audience

• Challenges with attribution

• Impact of an implied/direct endorsement

• New pod suggestions

• The next AMA is with Micaela from Embodied
  

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