k.i.s.s - keys to copy & content that generate results
TRANSCRIPT
K.I.S.S - Keys to Copy & Content that Generate Results
Speaker NDawn Wolf – Director of In-Trial Marketing, Autodesk
Philip Reynolds – Associate Creative Director, Palio+IgniteOtis Maxwell – Freelance Copywriter
ames
BACK bypopular demand!
Dawn Wolfe
Sr. Digital Marketing Manager
eBusiness
Autodesk
Autodesk At-a-Glance
• Founded 1982
• $1.95+ billion in revenues
• 6,800+ employees worldwide
• 10+ million professional users in 187 countries
• 1+ million students a year trained
• The last 17 Oscar®
winners for Best Visual Effects have all used Autodesk software
• Trials Key To Purchase Decision
• 90% of dotcom traffic
• 3 Uses=2x likelihood to buy
• #1 Campaign CTA
In Trial Marketing
ITM Testing
Tips and Tricks Social
Training Comparison
8
In-Trial Marketing Objective/Hypothesis
• Convert Trial users to purchasers
• Hypothesis: the more engaged the trial user, the higher the likelihood to buy
Data points:• Simple, straight forward content got clicked on
the most• The more persona targeted the content, the
better the results• 80% of trial users only open trial once
Enter GamificationNot necessarily a “game” but leverages game mechanics and psychology to engage trial user.
• Curated, Snackable content• Super targeted content, right tone for audience• Contextualize learning tasks and reward players along the path• Create engagement, Incentivizes• Makes learning our software engaging, supported and fun
Some simple facts
• We like to play
• We like to be good at things
– We like people to see how good we are at things
• We like to see how we measure up against others
– We like people to see how we measure up (mostly)
• We like to win
– We like people to see us win
Why do we have these feelings?
Combine this with Relevant Content…
What is persona?What content makes sense at this stage of engagement?Purpose of Intent?
Case Study: Results
54% increase in trial usageRatio of day 2-30 trial use to day 1 use increased 40%
What You Need to Understand: Connecting game mechanics + audience targeted, compelling content to an ordinary tutorial drove our key objective higher than any previous attempt
!
15% increase in buy clicks
That’s great, but what about non-gamer audiences?
“snackable learning content” + audience appropriate tone + user feedback (a la fitbitprogress bars and positive feedback)