December was a story of two halves here in the WhiteLabelDating.com Comms team. The month kicked off with the launch of our Christmas countdown – reviewing each month’s most popular members every Sunday, right up until Christmas. This was not only a great way to showcase the “best” that the site has to offer other members, but also shows members who haven’t completed their profiles yet what “good” looks like.
Throughout the beginning of December, we also continued November’s engagement and cross-sell activity. There’s no getting away from the fact that members have a lot of distractions competing for their attention as Christmas approaches, so we needed to make sure we were providing comms to encourage immediate engagement as well as preparing users for longer-term goals.
All that preparation came to fruition over the Christmas period. Following a simple “Merry Christmas” greeting on Christmas Day, we ran a ‘free read’ session for all networks on Boxing Day, which saw a 65% increase in peak basic members online. The subsequent boost to conversion rate, combined with seasonal uplift, rendered the post-Christmas discounts we had prepared and allowed us to increase our full member count whilst maintaining a higher subscription value.
With a New Year’s Day ‘free read’ session contributing a similar effect on conversions, we’ve really hit the ground running in 2014 and with all those additional full members interacting with the new year’s fresh registrants, conversion rates look to remain high for some time…