Open Brand Summit: Dawn Wolfe & Stephen Burke
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Transcript of Open Brand Summit: Dawn Wolfe & Stephen Burke
CONVERTING FREE USERS TO PAIDGAMIFICATION AT AUTODESK
IN-TRIAL MARKETING OBJECTIVE/HYPOTHESIS
• Convert Trial users to purchasers
• Hypothesis: the more engaged the trial user, the higher the likelihood to buy
CHALLENGE
In 3DS Max analysis, trial users who use trial 3+ times are 2X more likely to buy
However, 80% of trial users only open trial once
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GAMIFICATION 101Not necessarily a “game” but leverages game mechanics and psychology to engage trial user.
• Contextualize learning tasks and reward players along the path
• Create engagement
• Incentivizes, taps into competitive nature
• Makes learning our software engaging, supported and fun
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1st GAMIFICATION PILOT
Introduced “gamification” into in-trial marketing with the launch of Undiscovered Territory for 3ds Max Product
Target Audience: special effects graphic designers, game developers
Highlights from data analysis:
54% increase in trial usage
15% increase in buy clicks
29% increase in channel revenue per trial start
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GAMIFICATION PILOT: HUGE SUCCESS
Highlights from data analysis:
54% increase in trial usage
15% increase in buy clicks
29% increase in channel revenue per trial start
Won Gartner and Forrester awards…
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SO DOES THIS MEAN GAMIFICATION ONLY WORKS WITH CERTAIN AUDIENCES? NO.• Focus on behavior you are trying to influence
• Understand target audience psychographic
• Do the front end-work homework
• Might be a game, might be leveraging how games motivate
• Awards? Badges? Prizes? Not ?
• How can we entice trialers into engagement?
• What is really making this work? The contextual guided learning? The “game of it”? Prizes?
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GO BACK TO GAMIFICATION 101Not necessarily a “game” but leverages game mechanics and psychology to engage trial user.
• Do the homework to REALLY understand psychographic, not just demographic
• Behavior Analysis
• Contextualize learning tasks and reward players along the path
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CURRENT TEST:STARTING SMALL
• Current Test showing 8% lift
• Next Steps: Link to training module progress
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