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From a design improve to our final spherical of product updates, we’ve been working laborious this yr to make Patreon the most effective residence on your membership. With that purpose in thoughts, we’ve additionally been exploring methods that will help you achieve extra patrons and preserve them round longer.
However first, with the intention to ensure these concepts profit the total spectrum of creators on Patreon, we’re planning to look at and be taught via a collection of managed checks. Learn on for a preview of our focus areas and the way we method experiments at Patreon.
A give attention to gaining — and holding — patrons
We all know that membership development continues to be a high precedence for a lot of of you. 93% of creators who took the Creator Census this yr mentioned you’d wish to get extra patrons and develop your Patreon revenue. 45% additionally ranked advertising and promotion as further assist you need most from Patreon.
Based mostly on these alerts, in addition to different knowledge and creator analysis, we began asking two key questions:
- How can we assist potential patrons clearly see the worth of your membership, so that they’re extra probably to enroll?
- How can we make it straightforward for potential patrons to enroll and get began, so that they’re extra more likely to keep for a second month (and past)?
Within the subsequent few months, you and potential patrons may even see among the updates we’re testing to reply these questions. Right here’s a preview of what we’re considering:
Methods to assist potential patrons clearly see the worth of your membership:
- Video previews and different sharing options – so that you may give followers on and off Patreon a style of the content material they will unlock as patrons.
- How tiers are displayed and highlighted – so potential patrons can extra simply perceive the worth of every tier as they select one.
Methods to enhance patrons’ preliminary expertise, so that they keep round longer:
- Onboarding moments that spotlight the most effective of your advantages – together with submit web page design and onboarding emails, so new patrons can rapidly and simply have interaction along with your greatest content material.
- Less complicated signup and checkout experiences – so patrons can begin having fun with your membership sooner.
For those who discover adjustments in any of those areas, let our crew know what you assume. When you’ve got concepts for enhancements to check, share them right here!
How we check
Very like creativity itself, testing new concepts takes time and repeated drafts till we attain a ultimate product. (And even then, we’re nonetheless tweaking and bettering!) For those who’re curious, right here’s how we method experimentation at Patreon.
- Begin with objectives. On this case, we wish to assist flip extra web page guests into patrons, and preserve extra patrons subscribing previous their first month. Based mostly on previous analysis and knowledge (together with the function request kind, neighborhood conversations, assist tickets, surveys, and extra), we kind concepts for a way we might obtain simply that.
- Type and check hypotheses. A speculation is an assumption that we will check. For instance:
- If we visually spotlight a tier to potential patrons, then they’ll be extra probably to join that tier.
- If we provide potential patrons the power to see richer previews of patron-only content material, then they’ll be extra more likely to subscribe to entry that content material.
- We then check the speculation “within the wild” for a portion of potential patrons. All through the check, we monitor each metrics we wish to change (for instance, whether or not there’s a rise within the share of holiday makers to your web page who join) and associated metrics to ensure the check isn’t having unintended unwanted side effects.
- Evaluate outcomes and observations. As soon as we’ve collected sufficient knowledge, we analyze whether or not we will confidently attribute the outcomes to the precise adjustments we examined, somewhat than pure likelihood. Generally the info confirms what we had been considering. Different instances, it surprises us with an sudden perception.
- Iterate based mostly on what we’ve realized. If a check is inconclusive or unsuccessful, we’ll refine what we’re testing. We might use a unique format, wording, or shade, or return to the drafting board. If the outcomes look promising, we might broaden the check to a wider viewers. As soon as we’ve confidence that what we’re testing will profit the vast majority of creators, we’ll roll it out.
Share your concepts
We’re excited to share our learnings with you as we check, so keep tuned for periodic updates within the subsequent few months! And in case you have methods you’ve examined (or are curious to check) which have helped you entice and preserve new patrons, tell us right here.
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