Mosaic Magazine - Mavin Marketing

Client

Mosaic Magazine

Tools used

Hotjar, Google Analytics, Tableau, Excel Macro

Basic info

A popular online publication looking to change its current business model from a free publication to a monthly subscription.

The customer journey seemed pretty straightforward but hit a bottleneck when it came to the checkout process. Mosaic also had difficulty converting casual and trial browsers into paying members.

1. UX and Data Analysis

We quickly identified low hanging fruit such as a changing the checkout process yielding a 50% cart abandon rate ( industry is 75%)

2. Segmentation and retargeting

After capturing user emails with a free trial we concentrate on driving traffic to our closed landing pages

3. Marketing Automation

By implementing segmented email campaigns we were able to generate new email subscribers with a CPA of $0.68 a valid email with a 3% conversion rate to paid subscribers

4. Email Results

By creating dynamic content and optimizing creative we generated a 20% open rate and a 15% click through rate

5. Subscription results

42% increase in sales

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