More data on this topic available from:: How to Get More Site Traffic to Convert to Free Trial Subscriptions with Credit Card Rick Anderson President & CEO Zip.ca Tuesday, May 8, 2007

More data on this topic available from:: 2 About Zip.ca  Canada’s largest online video service  Offering includes 55,000 titles, no late fees, free shipping directly to your door  Our convenient membership service combines a simple title-selection process and quick home-delivery  Zip.ca offers six different membership plans to suit all viewing needs © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

More data on this topic available from:: 3 Our Objectives  Increase conversion rates for new customer signups  Better identify consumer preferences on promotion & package alternatives © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

More data on this topic available from:: 4 Our Challenges  High Cost Per Acquisition (CPA)  Limited analytical understanding of sign up funnel  IT testing scalability © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

More data on this topic available from:: 5 Methodology Learn Overlay for enhanced analytics Optimize A/B & multivariate Automate Behavioral Targeting © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Learning is what is happening today Optimize is using techniques to generate better results Automate is solid user experiences served automatically to different audiences

More data on this topic available from:: 6 Testing Focus & Process © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.  Created FIVE unique new user layouts focusing on:  Free trial promotion  Fewer price plans  “Best of breed” benchmark  Order of fields  User experience enhancements  Marketing message  Look and feel  Determine factors that drive conversion rate:  Fields with high / low abandonment  Errors message breakdown  Time spent per question set  Question order conflicts Focus initial tests on key components of current registration process Ensure that there is sufficient traffic to reach statistically significant results

More data on this topic available from:: 7 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Control: The original process which all versions are measured against Original sign- up process is a two page form

More data on this topic available from:: 8 Step 1 – Creates a “Base” version  Break process into five easy steps  Combine, simplify & clean-up steps in user-friendly manner  Deploy user interface experiences via Amadesa platform  The “Base” version is the canvas from which all tests are created

More data on this topic available from:: 9 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Base: The “canvas” to create all test from Break process into 5 easy steps Combine, simplify & clean-up steps in user-friendly manner

More data on this topic available from:: 1010 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Base: The “canvas” to create all test from Break process into 5 easy steps Combine, simplify & clean-up steps in user-friendly manner

More data on this topic available from:: 1 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Base: The “canvas” to create all test from Break process into 5 easy steps Combine, simplify & clean-up steps in user-friendly manner

More data on this topic available from:: 1212 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Base: The “canvas” to create all test from Break process into 5 easy steps Combine, simplify & clean-up steps in user-friendly manner

More data on this topic available from:: 1313 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Base: The “canvas” to create all test from Break process into 5 easy steps Combine, simplify & clean-up steps in user-friendly manner

More data on this topic available from:: 1414 Step 2 – Create new layouts on top of “Base”  Focus on:  Order of fields  Free trial promotion  Fewer price plans  “Best of breed” benchmark  User experience enhancements  Marketing message  Look and feel

More data on this topic available from:: 1515 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. V2: Reorder Base Version Shifting address and password to the final step Shifts all steps up one screen

More data on this topic available from:: 1616 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Shifting address and password to the final step Shifts all steps up one screen V2: Reorder Base Version

More data on this topic available from:: 1717 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Shifting address and password to the final step Shifts all steps up one screen V2: Reorder Base Version

More data on this topic available from:: 1818 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Shifting address and password to the final step Shifts all steps up one screen V2: Reorder Base Version

More data on this topic available from:: 1919 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Shifting address and password to the final step Shifts all steps up one screen V2: Reorder Base Version

More data on this topic available from:: 2020 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. V3: New look and feel Redesign V3 Drive free trial option Creating new barkers for Plan selection

More data on this topic available from:: 2121 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Redesign V3 Drive free trial option Creating new barkers for Plan selection V3: New look and feel

More data on this topic available from:: 2 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Redesign V3 Drive free trial option Creating new barkers for Plan selection V3: New look and feel

More data on this topic available from:: 2323 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Redesign V3 Drive free trial option Creating new barkers for Plan selection V3: New look and feel

More data on this topic available from:: 2424 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Redesign V3 Drive free trial option Creating new barkers for Plan selection V3: New look and feel

More data on this topic available from:: 2525 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Forcing user down the free trial path Limiting initial selection options to most frequently selected plans V4: Limiting Promotion & Plan Selection

More data on this topic available from:: 2626 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Forcing user down the free trial path Limiting initial selection options to most frequently selected plans V4: Limiting Promotion & Plan Selection

More data on this topic available from:: 2727 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Forcing user down the free trial path Limiting initial selection options to most frequently selected plans V4: Limiting Promotion & Plan Selection

More data on this topic available from:: 2828 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Forcing user down the free trial path Limiting initial selection options to most frequently selected plans V4: Limiting Promotion & Plan Selection

More data on this topic available from:: 2929 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Forcing user down the free trial path Limiting initial selection options to most frequently selected plans V4: Limiting Promotion & Plan Selection

More data on this topic available from:: 3030 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. V5: Competitive Benchmark Assessing competitive benchmark Insertion of marketing messaging

More data on this topic available from:: 3131 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Assessing competitive benchmark Insertion of marketing messaging V5: Competitive Benchmark

More data on this topic available from:: 3232 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Assessing competitive benchmark Insertion of marketing messaging V5: Competitive Benchmark

More data on this topic available from:: 3 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Assessing competitive benchmark Insertion of marketing messaging V5: Competitive Benchmark

More data on this topic available from:: 3434 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Assessing competitive benchmark Insertion of marketing messaging V5: Competitive Benchmark

More data on this topic available from:: 3535 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. All Versions Reporting Snapshot Question Abandonment Graph represents combination of user behavior and errors The results show that roughly 80% abandon on the first step Gradual decrease in abandonment throughout the form until the user is asked for payment information Screenshot of Amadesa reporting

More data on this topic available from:: 3636 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. All Versions Reporting Snapshot Time Spent Per Question Low time spent on first two questions validates that the high abandonment rate on these questions is due to unqualified visitors and not issues with the questions Pre-population of billing information leads to least time spent & lowest abandonment and error rates Screenshot of Amadesa reporting

More data on this topic available from:: 3737 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Error Report Street number is an issue for users An error existed on the “control” form which needed to be fixed to mitigate user error Disabled ‘Continue’ button until fields were properly filled out Users are entering invalid s Disabled ‘Continue’ button until we identified that field included an and (.) symbols Users seem to be ignoring current messaging of 6-10 characters for the password Required a minimum of 6 and maximum of 10 characters to be filled in prior to ‘Continue’ button becoming enabled Screenshot of Amadesa reporting

More data on this topic available from:: 3838 Which version do you think performed best??

More data on this topic available from:: 3939 Analysis Amadesa solution provided lift on four of five versions DescriptionConversion vs. Index Control100 Base Break control into five steps V2 Reordering steps of base V3 New design of base V4 Limit Promotion & Plan selection V1.10 Benchmark competitor

More data on this topic available from:: 4040 Conclusions  Break the current ‘mold’  Initiate interest through easy first question  Leverage technology to simplify the process  Promote sense of accomplishment  Obliterate preconceived notions of success © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

More data on this topic available from:: 4141 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Credit/Thank You Rick Anderson President & CEO Zip.ca Tuesday, May 8, 2007