What do you define as an 'impressive result': increased unit sales? Are you signing up people who absolutely would not have signed up over time? Are you looking at number of sales and signups only, or are you also considering your margins?
Should we send them when sales are slow? Should we send them when sales peak, reducing friction among people CLOSE to buying already? Should we just work on modeling behavior and offer them on a case-by-case basis?
Why don't you flip the question around: Everything has a value and a price. I assume in this case these customers would buy eventually. What is that 'eventually' and what price are you wiling to bring forward those sales and have that money sooner rather than later?
Fair questions! increased unit sales and we're up over 20% in total revenue for the same period last year. We did our first back in March where we were actually declining year over year for this product. So we're confident to say it's a long term good play.
On your second point, there is some time element to the buyer's calculus, we think. We're in the language learning space and people tend to trail off of their initial momentum after a few months. We think this translates to lost sales, which is why the extra push seems to really make a difference. To say we would get the same result from offering the lower price all the time may not be a fair statement given the fear and discomfort around making the choice to buy or not to buy.
Comments
What do you define as an 'impressive result': increased unit sales? Are you signing up people who absolutely would not have signed up over time? Are you looking at number of sales and signups only, or are you also considering your margins?
Why don't you flip the question around: Everything has a value and a price. I assume in this case these customers would buy eventually. What is that 'eventually' and what price are you wiling to bring forward those sales and have that money sooner rather than later?
Fair questions! increased unit sales and we're up over 20% in total revenue for the same period last year. We did our first back in March where we were actually declining year over year for this product. So we're confident to say it's a long term good play.
On your second point, there is some time element to the buyer's calculus, we think. We're in the language learning space and people tend to trail off of their initial momentum after a few months. We think this translates to lost sales, which is why the extra push seems to really make a difference. To say we would get the same result from offering the lower price all the time may not be a fair statement given the fear and discomfort around making the choice to buy or not to buy.