Communicating channel availability in Sling buy flow
Sling TV struggled with communicating local channel availability in Sling packages with its online customers. I hypothesized that clearer messaging in the cart flow could reduce same-day cancellations by new subscribers.
I conducted an A/B/C test on the live site to find the most effective messaging variation in reducing same-day cancellations among new subscribers.
Test Design: Collaborated to design an A/B/C test using Adobe Target. The original cart (no channel availability messaging) served as control, while two new message variations with banners were introduced, emphasizing channel availability.
Audience Definition: Defined audience based on designated market areas (DMAs) to ensure relevant exposure.
Execution: Launched the 30-day test spanning October and November 2023. Monitored closely for accurate data collection.
Variation C of the channel availability message reduced same-day cancellations by over 1% with 100% confidence.
In conclusion, optimized messaging in variation C effectively reduced same-day cancellations, emphasizing the importance of clear communication in the cart flow. The strategy has since been implemented as BAU and continues to be iterated on.
