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This is a surprisingly limited study for HBR. - They sent direct mail and pamphlets, each of which has terrible conversion rates in general. Why not email or S
by robbiemitchell 7y ago
This is a surprisingly limited study for HBR.
- They sent direct mail and pamphlets, each of which has terrible conversion rates in general. Why not email or SMS?
- What was the signup/enrollment like? Was it easy and something that could be done from a phone without a login/password setup, or did it involve mailing forms to some random office with an unclear timeline?
- Did they assess why people didn’t enroll?
If you want people to engage in something new, make it ridiculously easy.
- bluGill 7y agoThe send many letters, got 100 people to sign up, and 3 were car pooling a month latter. That 3 out of 100 number is the most important thing. 100 people who self selected as willing to car pool but only 3 were actually able to pull it off. Understanding the reason of those other 97 is completely missing: they should have abandoned all efforts increase car pooling until they got about 60 more people who self selected into a car pool. (60 is a somewhat random number, the point for some who are interested it is impossible to fix whatever reason there can't, but for many it should be). If you can't get people interested in something to do it you need to figure our why first.