How to Explode Your Subscription. Revenue Through Testing. and Strategic Pricing
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1 How to Explode Your Subscription Revenue Through Testing and Strategic Pricing Julie Lohmeier Vice President, Marketing Zacks.com Monday, May 7, 2007 Outline 3 Methods of Exploding Subscription Revenue Results Lessons Learned 2 1
2 3 Methods of Exploding Subscription Revenue Repackage existing content Launch new content or services Offer paid samples 3 3 Methods of Exploding Subscription Revenue Repackage existing content Launch new content or services Offer paid samples 4 2
3 Repackaging Existing Content Overview Often convert free content to paid Difficult at first, user resistance Requires low prices Example: Zacks Premium 5 Repackaging Existing Content Zacks Premium Zacks Rank Rank Stocks from #1(Strong Buy) to #5 (Strong Sell) Earnings estimate revisions are the most powerful force impacting stock prices. 31.9% Average Annual Return $10,000 in 1988 now worth $1.7 Million Partially free previously Now only available through Zacks Premium or Zacks Elite Additional exclusive research Incredible value 6 3
4 Repackaging Existing Content Zacks Process Free Preview Period 14 days Introductory Rate 1 month Occasional discounts post launch to house list for heavy lifting Integrate on web site 90-Day Refund Policy 7 Repackaging Existing Content 8 4
5 Repackaging Existing Content Pricing Strategy Preview Period: $99 for 13 months Charter Membership: $99 for 12 months Full price: $199 Discount: $149 Monthly option: $ Repackaging Existing Content 10 5
6 Repackaging Existing Content Tests Subject line 2/14/07 90 Days to More Profits or Your Money Back How to Beat the Market with a Premium Portfolio 11 Repackaging Existing Content Tests Subject line 2/14/07 90 Days to More Profits or Your Money Back Winner: 17% increase on Open rate 12 6
7 Repackaging Existing Content Tests Postcard 3/13/07 Long to buy page Postcard to long page to buy page (Long = Long page) 13 Repackaging Existing Content 14 7
8 Repackaging Existing Content 15 Repackaging Existing Content Tests Postcard 3/13/07 Postcard to long page to buy page Winner: 4x more orders 16 8
9 Repackaging Existing Content Creative Winning postcard 3/13/07 Subject = Limited Time: Save Now on Zacks Premium New postcard to new landing page 4/17/07 Subject = Special Savings for Zacks.com Users Expires Friday 17 Repackaging Existing Content 18 9
10 Repackaging Existing Content 19 Repackaging Existing Content 20 10
11 Repackaging Existing Content 21 Repackaging Existing Content Creative New postcard to new landing page 4/17/07 Winner: 36% more opens, 28% more clicks, 136% more sales Landing page became new landing page 22 11
12 Repackaging Existing Content Future Tests $50 off $150 off 25% savings Price = $149 on all 23 3 Methods of Exploding Subscription Revenue Repackage existing content Launch new content or services Offer paid samples 24 12
13 Launch New Content or Services Overview Easier user acceptance Higher prices typically Counter-Intuitive: Customers will pay more for less if it s EASY and PROVEN to work Example: Trading Services Surprise Trader, Breakout Trader, Options Trader 25 Launch New Content or Services Trading Services Easy: What to buy, when to buy it, and when to sell Proven: Back-tested results = 55.8% per year on Breakout Trader Real results: Surprise Trader beats S7P 500 by nearly 3x, one stock up 17% in 13 days Zacks Rank foundation 26 13
14 Launch New Content or Services Zacks Process Launch Updates at week 1 or 2 Last week countdown on introductory price Last day for charter price 30 days + web site links and placements 90-Day Refund Policy + Guarantee 27 Launch New Content or Services 28 14
15 Launch New Content or Services Pricing Launch price: $995 Full price: $1495 Occasional discount offers at $995 limited time Once proven performance and accepted,6-12 months, raise to $ Launch New Content or Services Tests Surprise Trader Subject 10/10/06 Zacks Best Kept Secret: Available Now Zacks Secret to Profits this Earnings Season 30 15
16 Launch New Content or Services Tests Surprise Trader Subject 10/10/06 Zacks Best Kept Secret: Available Now Winner: 13% higher net CTR 31 Launch New Content or Services Tests Surprise Trader Postcard 3/20/07 Long Page to Buy Page Postcard to Long Page to Buy Page 32 16
17 Launch New Content or Services 33 Launch New Content or Services 34 17
18 Launch New Content or Services Tests Surprise Trader Postcard 3/20/07 Postcard to Long Page to Buy Page Winner: 166% more sales 35 Launch New Content or Services Tests Breakout Trader Copy 2/21/07 Resend Introduction to previous
19 Launch New Content or Services 37 Launch New Content or Services 38 19
20 Launch New Content or Services Tests Breakout Trader Copy 2/21/07 Introduction to previous Winner: 4:1 more in sales 39 Launch New Content or Services Tests Breakout Trader Subject 4/3/07 From a Lowly Zacks Sell or Hold to an Emphatic Zacks Buy Outsmart Wall Street with New Zacks Rank Breakout Trader 40 20
21 Launch New Content or Services Tests Breakout Trader Subject 4/3/07 From a Lowly Zacks Sell or Hold to an Emphatic Zacks Buy Winner: 5:1 better on sales, 20% higher net CTR 41 3 Methods of Exploding Subscription Revenue Repackage existing content Launch new content or services Offer paid samples 42 21
22 Offer Paid Samples Overview Low-cost product* Loyalty reward, value add, or enhancement to more expensive products First purchase Relatively short-lived Timely offerings (eg., Top Stocks for 2007) Special Opportunities (eg., Stocks to Double) Hot industries (eg., biotech, energy, etc.) 43 Offer Paid Samples Zacks Process Pre-launch promotion Launch Update Performance Teasers One month Regularly after launch, about 6 months + integrated on web site No Refund, Limited Guarantee 44 22
23 Offer Paid Samples Price Encourage first time sale Don t cheapen product Top 10: $299, Stocks to Double: $99 Special discounts and permissions $100 off for paid customers (Top 10) Free enhancement for Zacks Elite (S2D) 45 Offer Paid Samples Tests Subject Top 10 (12/9) What are Zacks Top 10 Stocks for 2007? Introducing Zacks top 10 Stocks for
24 Offer Paid Samples Tests Subject Top 10 (12/9) Introducing Zacks top 10 Stocks for 2007 Winner: 22% higher net CTR 47 Offer Paid Samples Tests Subject Stocks to Double (4/24/07) Introducing Zacks New 6 Stocks to Double New Zacks Report: Stocks to Double 48 24
25 Offer Paid Samples Tests Subject Stocks to Double (4/24/07) New Zacks Report: Stocks to Double Winner: 8% higher open, 22%% better net CTR, 75% more orders 49 Offer Paid Samples Tests Subject Stocks to Double (5/1/07) Updated New Zacks Report, Stocks to Double Breaking News on Zacks Report, Stocks to Double 50 25
26 Offer Paid Samples 51 Offer Paid Samples Tests Subject Stocks to Double (5/1/07) Breaking News on Zacks Report, Stocks to Double Winner: 31% better net CTR, 25% more orders 52 26
27 Results Quadrupled subscription business in 12 months Launched 6 products Improved process as we went Did most of it with 3 staff, $0 external marketing Grew department to 6 employees 53 Lessons Learned Don t be afraid to charge high prices Guarantees and refund policies close sales Postcards work Use Zacks name Test! When a price is over, it s over. Copy is key. Leverage what you have. Don t wait til it s perfect, get out there and learn as you go
28 Credit/Thank You Julie Lohmeier Zacks.com 55 28
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