AARP
NONPROFIT ORGANIZATION, AMERICAN INTEREST GROUP
AARP is the nation's largest nonprofit, nonpartisan organization dedicated to empowering Americans 50 and older to choose how they live as they age. AARP's mission is to improve the quality of life for as people age. The organization offers benefits, marketing services, and lobbying on behalf of its members.
Project note –– This digital renewal initiative was developed for AARP while I was a part of the DuMont Project marketing consultancy team.
AARP - digital renewals
Digital renewals program
Challenges
Decreased YoY demand in paid search
Increased media costs
New data regulations across key platforms
50-64 age group of members is declining in value
Objectives
Generate 116,160 membership renewals
Improve audience targeting for more efficient CVR
Execute user experience tests to ensure maximum impact and reduce friction across renewal journey
Test new media placements to drive additional conversions
Unify customer experience
Implement strategic messaging and relevant offers
AARP - digital renewals
UX test: post-click journey
Objective: Test if there is an improvement in conversion rate if members are driven directly to the checkout cart versus a designated landing page experience.
Channel(s): paid search
Test structure: 50/50 traffic split between a designated landing page (control) and direct to the renew cart (test).
Results: Direct to the renew cart (test) drove +8.1% more conversions on desktop and +15.5% on mobile.
Impact: Renewals from paid search is very low on the conversion funnel. Therefore, these visitors are ready to convert. Because of this, the landing page is likely an unnecessary barrier between achieving their desired action: renewing their membership.
AARP - digital renewals
UX test: membership terms
Objective: Encourage members to select the automatic renewal term option by reducing the term options listed from 4 to 3.
Channel(s): paid search, organic search
Test structure: 50/50 traffic split between 4 term options (control) and 3 term options (test). Removed the 1-year $16 term option, leaving the 5-year, 3-year, and 1-year automatic renewal.
Results: +56.96% auto-renew conversion from paid search, +57.05% auto-renew conversion from organic search
Impact: With refined options, members were more inclined to select the 1-year with automatic renewal membership term, increasing their LTV.
AARP - digital renewals
Performance overview
AARP - digital renewals
Program assets
AARP - digital renewals
Results
Exceeded paid media renewals target by +25k orders
Second highest renewal quarter, despite continued pullback in the pre-expire audiences on Facebook
Holdout tests have proven social renewals are highly incremental
Gmail, a platform we made a larger investment, delivered YoY growth of +328% in renewals and a reduced CPA by -52%
Intelligent audience targeting led to more efficient conversion rates across paid search and paid display
Paid search conversion increased to 15.3%, with the UX tests improving the post-click journey