This segment values the management of their products and business over slick designs. However this is important to understand, noting the new GoDaddy mobile app recently added key features that were not available at the time these customers cancelled their subscriptions and switched to Wix.
Because this segment is cost-conscious, Wix’s 3-month free trial was enough to drive the switching behavior, but not enough to retain them over the long term (the growth of their business is at the top of their decision making criteria).
We have been greenlit to run a 3 month win-back campaign, with the goal of getting this targeted segment to download GoDaddy’s newly updated mobile app. We believe when the target sees all of the new features they have access to, including ease and portability, they are very likely to re-subscribe to GoDaddy’s services.
Key metrics we’re looking to hit as part of our campaign:
5,000 mobile app downloads
A budget of $10 cost per download
