Overview

Trend Micro needed to improve the conversion rate, from trial to purchase, of their Titanium product range.  Previous campaigns had focussed on promoting price point as the key sales message.

We looked at what was important to triallists, focussing instead on increasing engagement with the product through the trial period.  Encouraging users to more fully explore its functionality.  We created a series of simple video-in-email demos of key features.  These were sent to users during their trials, illustrating the full breadth of what Trend Micro Titanium could do for them - beyond just Internet security.

This approach lead to an unprecedented increase in trial conversion rate.  More than a year later the videos are still in use, with a knock-on effect of improved customer retention (renewal revenue).