Commercial strategy · SkyShowtime
Turning customer insight into €10M+ growth.
Testing whether replacing upfront payments with monthly billing and lower discounts could remove purchase barriers and increase uptake of committed plans.
Identifying the committed-plan opportunity
Challenge
Low uptake of committed plans.
Despite strong discounts, the requirement to pay upfront for 6 or 12 month committed plans created a significant purchase barrier, limiting uptake.
Role
From insight to rollout.
I combined behavioural and commercial data to identify the opportunity, presented the evidence to leadership to secure development priority, then built and delivered a roadmap to refine the proposition, UX, UI and pricing through to rollout.
Approach
Iterate, validate, scale.
- Gathered customer and commercial evidence to size the opportunity
- Partnered with Product to translate requirements into a testable experience
- Built a phased experimentation roadmap covering the proposition, UX, UI and pricing
- Designed experiments, established reporting and analysed performance at each stage
- Presented evidence-led recommendations to leadership and shaped the rollout strategy
Outcome
A validated model for scalable growth.
The programme transformed an underperforming element of the proposition into a commercially validated model for committed plans. By making longer commitments more accessible, it helped lock in a more stable customer base and reduce churn immediately after purchase, while delivering a +12% increase in conversion rate.