Michal Parizek - Avast Upsell Campaign A/B/C/D Test Avast

Optimization of Avast’s Cross-sell Campaign

By @parezem

TARGET GROUPPaid customers of Avast

MEDIUMPop-up in bottom right corner of your OS

OFFERBuy a specific product and get another for free

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About the campaign

Tone of voice

Tone of voice

Tone of voice

$ $

Urgency

Urgency

Haven’t we become resistant to urgency?

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TONE OF VOICE

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TONE OF VOICE

URGENCY

Offers ends 20 June

Variant Tone of voice Urgency

A Special offer Offer ends on June 20

B Special offer None

C Loyalty reward Offer ends on June 20

D Loyalty reward None

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797,737 users involved3,286 transactions

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Tone of voice

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Tone of voice

+28%

Why did perform better?

● Embraces curiosity ● Looks less like a sales ad● Touches a reciprocity emotion

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Urgency

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Urgency

+24%

Time-limited offer = more conversions from Day 1

VS.

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VS.

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+ $22,463

Key Learnings

● For paid customers campaigns, tone of voice with focus on loyalty & rewarding works better than traditional sales approach.

● Urgency still works very well.

Thank you!@parezem

bit.ly/AvastCasestudy