Challenge

Maximize yearly subscription upgrades

When Kodeco (formerly raywenderlich.com and Razeware) launched in 2009, its customers were independent developers wanting to learn how to build their first mobile app. Today, Kodeco offers both beginner and advanced programming content for mobile app developers of all skill levels, through the largest collection of mobile development tutorials, books, and video courses on the Internet.

As with any consumer-facing company, Kodeco knew it had to take advantage of the Black Friday / Cyber Monday sales period because of its ability to impact customer and revenue growth significantly.

When planning for the Black Friday / Cyber Monday sales period, Kodeco set out two main goals: to win new customers and to encourage existing customers to upgrade from monthly to yearly billing.

Because of the higher margin involved, Kodeco decided to focus efforts on growing the number of customers for video courses, available as a monthly 
or yearly subscription. The subscription model means Kodeco benefits from predictable revenue while continually delivering value to subscribers.