Square for ReSTaurants: Onboarding series optimization

The Square for Restaurants’ analytics team found a pattern that restaurant owners who take a payment during their free trial are more likely to subscribe. Our goal with this campaign remodel was to make payments a prominent milestone in the onboarding series to drive subscribes.

We did this by creating an email series that caters content to actions (or lack thereof) taken by the seller. We implemented two new structures - an evaluation phase for sellers who sign up for a free trial then take no action and an interactive checklist to keep sellers moving through onboarding by gameifying the process.

For the checklist build, we be pulled in real-time eventing from the app to give sellers an accurate read of what has been completed and what hasn't. A shorter form version of the checklist will be present at the bottom of each individual action item to keep the other action items top of mind.

square MarketinG: lapsed customer campaign

Before I stepped into the role as Product Marketing Manager for Square Marketing, I helped their team brainstorm a number of new, successful cross-sell campaigns.

Square Marketing was mainly seeing success through time-consuming, one-off holiday campaigns. Holidays provide a good contextual example for the use of its product and therefore are a good driver for adoption. However, research had shown that due to our marketing, sellers were only seeing the value of Square Marketing during the holidays - signing up to send a holiday campaign, then cancelling only to subscribe again for the next holiday.

For a triggered cross-sell campaign I pitched personalized contextual examples - in this case, lapsed customers. Our hypothesis was that if we could pull in information that was relevant and personalized to the seller, they would see the long-term value of Square Marketing and convert. Our secondary goal (the first being to drive subscribes), was to create a list of evergreen trigger campaigns to drive conversion so we can spend less time on manual campaigns and more time experimenting.

This campaign converted twice as many customers with over 50% open rate, 4%+ click to open rate, and conversion rate of 22bp.

Square Marketing: Educational drip series

While acting Product Marketing Manager for Square Marketing, I took over their Educational Article Series rollout. The educational article series is a content marketing sequence that is sent to Square Marketing subscribers on a bi-weekly basis, surfacing marketing best practices.

The team had built this feature because of recent market research findings, in which subscribers asked for more educational materials on how to best utilize the tool to market their business. I developed launch materials to drive awareness and opt-ins from existing subscribers.

I developed the framework for 1 years’ worth of content surfaced to sellers - organizing articles by channel (Email, Facebook and SMS are available in the product) and granularity. For articles we felt were missing from Square’s existing blog, the Product Manager and I worked closely with the Content Marketing team to source experts to write them We provided outlines based on product-specific capabilities, the competitive landscape, and commonly asked questions from sellers.

Square for retail: Public web page and video ad

While on Seller Marketing Design, I worked closely with designers to create a new product page for Square for Retail based on findings from research the Retail team conducted. Through this research they found that people weren’t understanding the whole product offering, didn’t read beyond headlines, and weren’t scrolling to the bottom of the lengthy page. Our goal was to shorten the page, highlight some of the key values closer to the top, and write headlines that clearly communicated

The test found that the new page converted sellers to free trial start at a ~20PP higher rate and is the main product page.

Alongside the updated product page, the Retail team shot a new product video that aimed to showcase its product differentiators with live actors (versus UI walkthroughs) at their customer locations. I worked closely with the designers and production team to write a script that could be cut for social ads and matched the linear style and pace of the video shoot.

The social ads that showcased this video performed with over 1100% ROI for all of Square. The video is built in as a silent reel header for the Square for Retail public web page.

Square Appointments: App-store optimization

For this effort, the Square Appointments team hired an outside agency, ShyftUp, to optimize their placement in the app store. I worked closely with the product team and agency to suggest placement for keywords in the titles, imagery and long descriptions. Since the effort kicked off in Q3 2019 we’ve had weekly meetings to review test results and continue to iterate.

Last weeks tests alone resulted in significant movement for the following key words:

- “booked” (search score: 61) moved from position 106 to 10
- “scheduling” (search score: 53) moved from position 114 to 41
- “booking online” (search score: 44) moved from position 245 to 58
- “scheduling appointment” (search score: 42) moved from position 10 to 4
- “scheduler apps” (search score: 41) moved from position 217 to 35
- “scheduling app” (search score: 41) moved from position 20 to 14
- “scheduling software” (search score: 38) moved from position 231 to 27

Square Loyalty: newsletter test

This came about as a cross-sell test proposed by Square Loyalty as a means to drive sign ups through content marketing. Positioned as a newsletter, we wanted to demonstrate the value of Square Loyalty by sharing some of Square's blogs written about loyalty program success.

As typically newsletter's are used to engage with current customers, I suggested to test the sender to gauge the responses from recipients depending if it came from Square or Square Loyalty. While engagement remained consistent (open rate ~53%), using Square as the sender cut unsubscribes in half.