Prosumer Video Creation Software Vendor

“Revulytics’ experts helped us to think through our strategy and fine-tune our campaigns based on their analysis of the software usage intelligence we were receiving. As a result, we’re seeing increasing conversion rates on our campaigns.”

-VP of Product Development

 

Challenges

A leading provider of content creation software with annual revenues of $50M estimated that it had $100M lost to piracy. Marketing and creative professionals use the software to create multimedia content across a wide range of industries.

  • Pirated versions of its applications were ubiquitous on the web and easy to find
  • Support was fielding an increasing number of calls from users that didn't exist in the customer database

The company needed a scalable solution to reach, educate and convert pirate users into paying customers.

  • It believed that there was a tremendous license revenue opportunity from pirated use, but had no way to track or measure it
  • It was skeptical that conversion strategies adopted large vendors like Microsoft and Adobe would work for it
  • It deployed simple licensing to balance streamlining the activation process for customers and protecting the application from piracy
  • “Preventative” strategies of blacklisting illegitimate license keys and takedowns of links to pirated software weren’t working

Solution

Seeing that Revulytics customers had achieved conversion rates as high as 11%, the company chose to deploy Compliance Intelligence with Piracy Reposnse to monetize piracy and convert pirates to paying customers.

Compliance Intelligence identifies the unlicensed use of software and creates actionable intelligence to generate new license revenue. Piracy Response adds capabilities:

  • Provides dynamic, highly targeted in-application messaging 
  • Enables ecommerce software vendors with a high-volume transactional model to cost effectively reach and convert unpaid users

It worked with Revulytics’ experts to:

  • Create targeted in-application response campaigns based on specific demographic and behavioral profiles of the unlicensed users 
  • Test and optimize campaign using ecommerce marketing best practices
  • Segment large organizational users out of the automated response campaigns and conduct direct compliance outreach activities to these groups

Results

The company initially integrated Compliance Intelligence into a point release of its main product. It worked with Revulytics’ team to develop in-app messages, new ecommerce landing pages specifically for pirate users, and automated policy settings to trigger campaigns initially focused.

After initial launch and testing, it worked with Revulytics’ compliance data analysts to optimize the campaigns based on regional considerations, business policies and usage thresholds. Within the first year of deployment, results included:

  • Proof that pirates will convert to paying customers, and that the piracy conversion approach taken by Microsoft and Adobe can work for a company like theirs
  • Return on its initial investment within three months
  • Average campaign conversion rate of 3% and growing
  • Development of campaign optimization strategies based on usage analytics

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