Overview:

Free trial model allows users to test drive the complete product/service for a limited time. If you're asking users to payout once the trial is over, it gets imperative on the part of the business to make the user realise the worth of the product/service within the trial period.
A new user signup and likes your content and is enjoying all the perks of a free trial. At this stage, it's important to drip the user with right evaluation guide and then ask for the user to subscribe. User will subscribe only if they find their conflicts resolved within the trial window.
The journey is a cross-channel drip for free-trial users for content business. This workflow also tracks if the user has consumed content in the past sessions.

Industry:

Content/Media/OTTs

Use Case:

Increase free-trial to paid subscription rate

Segments:

Free trial - Users who have signed up for free trial but have not taken paid subscription.

New user + 3 - User who have signed up for free trial, watched/read 3 pieces of content, but has not taken paid subscription.

Events:
 

subscription_purchased

Webengage.Track(“subscription_purchased”, {

/*String*/
“Name” :
“Email” :
“Contact” :
“Gender” :
“Plan” : 
“Last content viewed” : 

/*Date*/
“Date_Of_Birth” :

/*Number*/
“Scroll percent” :
“Last amount paid” :  

/*Boolean*/
“Logged_in” : 0
“Newsletter_subcribed” : 0
“Auto payment’ : 0

/*array*/
“recommendation_on_last_viewed” : [“CONTENT1”, “CONTENT2”, “CONTENT3”, “CONTENT4” ]
“Next_episodes” : [“EPISODE1”, “EPISODE2”, “EPISODE3”, “EPISODE4” ]

})

Step-by Step Explanation:

1. Journey is triggered for a user when he/she starts free trial (entry to free trial segment is the trigger).

2. Workflow waits upto 7 days for user to subscribe on his own.

3. On timeout (if the user fails to take paid subscription till the next 7 days), check if the user belongs to engaged segment (number of shows viewed by the user in the last 7 days is more than 3). If the user qualifies, goto step 4. Else, go to step 6

4. Next, decide on the channel to reachout user on. Check if the user is reachable on web push.
4.1. If yes, send him a web push upselling premium content and pushing him to subscribe. If not, send an email on the same.
4.2. Now, workflow waits upto 1day for the user to 'complete the subscription payment'.
4.3. On success, increase his/her engagement score by 10. On timeout (if the user fails to complete the payment), goto step 5.

5. Check if user is reachable on mail.
5.1. If yes, send him an email on upselling the content he has liked and ask him to subscribe.
5.2. Now wait for for him to purchase the subscription.
5.3. On success, increase his score by 10.

5.4. End the journey.

6. Check if the user is reachable on web push. If yes, goto step 6.1. If no, goto step 5.

6.1. Send a web push nudging him for subscription.

6.2. Now, workflow waits upto 1day for the user to 'complete the subscription payment'.

6.3. On success, increase his/her engagement score by 10. End journey. On timeout (if the user fails to complete the payment), goto step 5.

Need help with activating this journey? Drop a mail at support@webengage.com with your query.