Welcome back to the second edition of the The Insider, where we share an inside look at what we’ve been working on and what we’ve learned to keep you in the loop, hear your thoughts, and help you make your membership the best that it can be.
We have a shorter update this month with some learnings to share from our ongoing quest help you get and keep more patrons. Make sure to also check out this preview of the upcoming features and tests we have planned in December after you read through this update.
Creator Landing Page Test: Tier Display
- We ran a test on the creator page that showed all the tiers, rather than hiding higher priced ones, using clickable buttons. The goal was to see if we could increase average pledge amount by displaying all tiers.
- Unfortunately, the test did not increase average pledge amount compared to the control in our A/B test.
- While we decided not to release this change widely, based on the positive feedback from you on how this design presents tiers with a higher price point, we’ll continue to test strategies to make higher tiers visible.
Creator Page Test: Showing info about your posts
- We ran a test to display a summary of your posts on your creator landing page above the posts feed. One variant showed icons of the type of content you have posted (audio, images, video, livestreams, etc.), while another displayed the number of posts you’ve made of each type. The hypothesis here was that by giving prospective patrons a better idea of the type and/or quantity of content you post, we might boost conversion.
- While the test found that the new information on the page did not boost conversion compared to the control (the original page without the new section), patrons who saw the “Number” variant were less likely to delete their pledges by 5.8% in the first 7 days.
- This is a huge deal in helping creators retain patrons by simply continuing to do their thing, so we went forward with this addition. We heard feedback about making this more customizable, so we want to continue to improve this feature in the future.
Limited Release, Merch for Membership now has T-shirts
T-shirts are now available to a limited number of creators who are eligible for merch. Creators can choose to offer unisex t-shirts in different 10 colors, upload their designs, and we’ll handle gathering and storing patron T-shirt sizes and shipping addresses. Shipping is available in US, Canada, and Australia. (See if you’re eligible for merch.)
- Our research with patrons indicates that patrons want content that is consistently delivered. In an ideal world, 80% of patrons said they would want content at least once a week. But what is really important is to set expectations with your patrons for a regular cadence of content releases or updates (“ a new episode every week”, “monthly tutorials”) and be honest and transparent about your timeline and potential creative slowdowns. Your patrons will feel more connected to your creative process and you’ll keep them around for longer.
Our head of Data Science, Maura, shared data insights to help creators in November’s Hang Time. We wanted to make sure you all see these insights, so we summarized them below:
Smash through the Plateau with a Special Offer
- Have you been struggling to grow your membership? Our data shows that on average, creators who ran a special offer saw upwards of 50% growth in their yearly earnings. Running an offer on a regular basis can create a cycle of growth, so don’t worry about losing some of the new patrons you will acquire from the Special Offer.
- In our research, the data showed no significant difference in conversion rate between $1 tiers and $2 tiers. The average pledge on Patreon is $7, so you could be leaving money on the table and your time and art undervalued. Take this in to consideration when refreshing the pricing on your lowest tier and check out this webinar for more details.
Don’t Underestimate Social Media
- Our research shows that 23% of fans heard about a creator’s Patreon through social media. Whether it’s Twitter, YouTube, or Instagram, making sure a link to your Patreon is easy to find at the top of your bio will maximize the amount of fans who check out your page.
That’s all we have for this edition, be sure to check back next month to stay in the loop with the latest product updates and insights. As always, reply with any feedback or questions.