Trend Micro Case Study

How Consumer Psychology Helped Trend Micro Increase Revenues

Trend Micro’s objective was to increase their European annual recurring revenue by €2 million. This was achieved in the first year—in fact, 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 that was 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.

Trend Micro case study

Variation removed ‘free trial’

The experiment, which ran across 5 European countries (Italy, the Netherlands, France, Germany and the United Kingdom), proved to be 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.

“I initially engaged Endless Gain to work with our company to help rebuild our analytics and tracking. From there we progressed into CRO. We have worked with multiple CRO agencies in the past, large and small, but the breadth of experience we have access to with Endless Gain is second to none.

Endless Gain brought the voice of the customer front and centre in our business. I have no reservations whatsoever about recommending Endless Gain as the best CRO agency we’ve come across and the best digital agency I’ve worked with in any field.”


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