Trend Micro’s objective was to increase their European annual recurring revenue by €2 million. This was achieved in the first year. One of the winning experiments was rolled out globally and increased revenue by $7m (€6.1m) p.a.
Extensive research across multiple European websites identified a buying behaviour detrimental to Trend Micro and its industry. Getting customers to sign up for “free trials” was losing the brand significant revenue.
An experiment was created to remove the free trial offer and replace it with a '30-day Money-back Guarantee'. It used various psychological principles, including the Endowment Effect and the IKEA Effect.
The experiment, which ran across 5 European countries (Italy, the Netherlands, France, Germany, and the United Kingdom), proved extremely successful.
After conducting additional local research, the experiment was replicated in Australia and New Zealand, which again met with success. Ultimately, the experience was rolled out to 40 country-specific websites.