(This is a business case study. It will be used to guide discussions during the session: “Money, Money, Money: How the Paysite Pros do Billing – Text/ Message” with co-hosts Mitch and Thierry of Vendo at the Paysite Meetup.)
Roger logged into his Netflix account and noticed a change. Instead of seeing how many stars (1 to 5) users had rated a movie he now saw percentages 84%…51%… 98%.
“What does this mean?” He asked himself. The Netflix site is famously spare so he went searching online for information about the change. What he saw was that Netflix had decided that there was no such thing as best “universally.”
Jim may like violent movies. For him a violent movie could be a 100% match with his interests. Larry may like historical documentaries. A new Roman Empire documentary on Netflix would be a big match for him. It would not show up as a match for Jim because he wasn’t interested (except when they were war documentaries or kind of violent!).
Roger wondered how he could bring Netflix’s tailoring of the experience for each person to his site so he could tell his users what they would want.
How could he use text and messaging to communicate better. He wanted to tell each user about each of these products. His goal was to be more specific about what would be interesting to them.
Netflix has a long user history but often Roger is seeing people on his payment page for the first time. What messages would work best for each person? How would he test the messages that he has trying right now? Are there old messages that need to be updated? For example, does anyone care about HD in a 4K world? How could Roger start looking at text and messaging on his site to make sure that it is maximally effective at selling?
- Tell me why someone should buy from your site?
- What voice does your product have?
- What is “text?” What is “message?”