My role as a consultant spans both commercial and charity clients. Recently I spent a few months with the marketing and leadership teams of Teachit, a publisher of digital resources for teachers. I led them through an in-depth review of their subscription marketing model. We dissected the customers’ journey from awareness through purchase and renewal, to multi year subscriptions. I then applied the Theory of Marginal Gains (stolen from Dave Brailsford at the British Cycling team) and made tweaks and improvements to every step of the journey – changing the frequency of communications, improving PPC and SEO, redesigning landing pages and the sites’ homepages, tightening up copy and increasing loyalty offers.
As a result of this project, subscription levels have been maintained, despite new entrants into this highly competitive market, and some subject websites are now enjoying revenue growth again.