Only 6% of 9.4M registered users had created an account and committing to a subscription membership. The number one blocker for students was price point.

Users were unaware that coupons were an option.

The messaging was strictly through email which was not the most common journey.

Our hypothesis was that placing coupon messaging in the most common flow would increase awareness.

We optimized the experience by focusing on clear messaging, a strong yet non-invasive visual and an easy way to apply the discount.

We ran a 10% sample size test and iterated on our learnings. Some of those learnings were to make sure leverage urgency through the use of a timer, optimizing for mobile devices, and personalizing for repeat users.

After project was scaled to 100% we saw a 2.3% CVR lift or $2.6 million dollar financial impact.