About the Customer
Code42 is an American software company that develops and markets the CrashPlan backup software and services suite. The company’s highly secure cloud solutions enable IT and security teams to limit risk, meet data privacy regulations and respond to data breaches rapidly and accurately
Scope and Challenges
Realizing the limitations of their subscription billing platform, Code42 needed a scalable solution that could help them meet three major business objectives: Upgrade subscription billing capabilities without negatively affecting existing renewals Optimize user experience and branding Expand their global footprint to meet aggressive growth goals. To upgrade its subscription capabilities, Code42 needed a solution that could safely transfer their existing subscriber base without interrupting its recurring revenue. Migrating such a large volume of sensitive data would involve a number of complexities, challenges, and legal considerations. Since the vast majority of their customers were automatically renewed on a monthly basis, Code42 wanted a seamless experience where customers would not have to opt-in or manually renew. Code42 had a dated, underperforming small business website and was highly motivated to improve the overall customer experience. The way in which their enterprise, small business, and consumer solutions were organized on one domain was limiting the company’s potential. Code42 needed a better solution in order to create an optimal environment for acquiring and converting new customers. Lastly, Code42 had ambitious goals for global expansion but lacked the wherewithal to enter new markets with speed. The first challenge was knowing which markets would provide the most promising opportunities. Furthermore, the company needed additional resources to manage all the complex back-office responsibilities involved with global expansion, including PCI compliance, foreign taxes, data privacy laws, and fraud management.
In the fall of 2016, Amy Green, Code42’s Vice President Marketing and Operations, Consumer and Small Business, led the charge in partnering with Digital River to meet the company’s growth objectives. By working with Digital River, Code42 gained a single partnership for optimizing subscription renewals, improving customer experience and laying the groundwork for aggressive global expansion. Digital River brings a combination of scale, experience, best-in-class subscription billing technologies, and unmatched global payments and localization capabilities to reduce involuntary customer churn and lift renewal rates for Code42. To transfer its customers, Code42 partnered with Digital River to develop a secure solution that eliminated the need for a majority of customers to opt-in or manually renew. In addition to successfully migrating subscribers from a technology perspective, Digital River also managed ongoing customer notifications to drive greater lifetime value. To improve their site optimization and branding execution, Code42 leveraged Digital River’s in-house marketing agency, MarketForc. Working closely with Code42, the MarketForce team created a separate domain for the award-winning CrashPlan solution for consumers and small businesses. The Digital River team managed the entire project, including the design, development and implementation of SEO and other site optimization best practices. To drive brand awareness and increase free trial users, the MarketForce team launched an integrated acquisition campaign that incorporated paid search, display and social advertising. MarketForce also built custom dashboards for Code42, enabling them to better measure business analytics going forward. “Digital River’s team of marketing experts exceeded expectations by refreshing our brand with a better-looking, better-performing website, and did it all in less than six weeks,” said Green.
Outcome and Implications
Digital River helped Code42 migrate from a dated e-commerce solution to a scalable new platform and free trial subscription model. As a result, Code42 increased their trial-to-purchase conversion rate by more than 30%. Digital River also implemented new customer notification emails and enabled Code42 to recapture 80% of customers who didn't migrate in the bulk upload process—a significantly higher margin than the 69% they had projected.
Digital River’s MarketForce agency developed and launched the new CrashPlan website and rebranding project for Code42 in under six weeks. As a result of the rebranding and acquisition efforts, overall user experience improved as Code42 saw a 40% increase in page views on their CrashPlan website and significant growth in free trial conversions. MarketForce also built custom dashboards for Code42, which now gives the company full insight into many key website and e-commerce metrics. Where metrics were limited before, the company now receives meaningful insights on a weekly basis, empowering them to adjust their website and business strategy accordingly. After gathering research for Code42’s global expansion plans, Digital River provided a top ten list of markets to enter, along with the expected return on investment in each locale. Pleased with the results of the study, Code42 plans to expand into several new markets in 2017, with Digital River providing localization and guidance. With a strategic global expansion plan, upgraded subscriptions platform and marketing support in place, Code42 is positioned for aggressive growth in 2017 and beyond.
“Digital River’s team of marketing experts exceeded expectations by refreshing our brand with a better-looking, better-performing website in less than six weeks.” Said - Amy Green Vice President Marketing & Operations, Consumer & Small Business, Code42
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