Experiment design

Atlassian

B2B Ecommerce

Enterprise

Activating an unware migrations cohort

Data-informed experiment

Personalization

Design Lead

With 18 months until Atlassian ended support for it's Server products. I discovered that 15% of our cohort was "unaware" of the upcoming product sunset. This was an experiment our team ran to intercept, inform, and activate a key cohort.

Charting impact

4.7% CTR

rolling 6-month average

415

Customers activated

10+

6-month rolling average

Challenge

Atlassian had a cohort of ~3,000 Server customers who were unaware that their Atlassian Server products had only 18 months of support remaining.

Why this mattered

CONTEXT

Our Audience

Technical + Billing Admins of Server product sites

While every Sever end-user is affected by Atlassian's decision to stop supporting Sever products, only a few people on each team were able to start and implement a migration.

To best support Server teams, we wanted to message and engage with Billing / Technical Admins, essentially super-users who have Admin controls over a site's settings, permissions, and sub-systems.

Billing / Technical Admins may be ITSM professionals, but also could be someone in a non-technical (IT) Directors or Middle Manager role. Across both SMB and Enterprise; we something goes here.

Billing and Technical Admins often struggled with:

  • Not feeling confident about migrating off Server

  • Making their organization prioritize and fund a migration

  • Demonstrating the negative impact once Server goes unsupported

  • Wayfinding and orientation across Atlassian's website

415

Customers activated

Who was our audience?

While every Sever end-user is affected by Atlassian's decision to stop supporting Sever products, only a few people on each team were able to start and implement a migration.

To best support Server teams, we wanted to message and engage with Billing / Technical Admins, essentially super-users who have Admin controls over a site's settings, permissions, and sub-systems.

Billing / Technical Admins may be ITSM professionals, but also could be someone in a non-technical (IT) Directors or Middle Manager role. Across both SMB and Enterprise; we something goes here.

Billing and Technical Admins often struggled with:

  • Not feeling confident about migrating off Server

  • Making their organization prioritize and fund a migration

  • Demonstrating the negative impact once Server goes unsupported

  • Wayfinding and orientation across Atlassian's website

Friction points:

  • Technical restrictions prevented Atlassian from engaging with customers via in-product notifications

  • Customers were not actively exploring Migration pages, content, or marketing collateral

Insights and ideas:

  • In reviewing Atlassian's site traffic, I noticed that our Unaware Admin Cohort tended to graviate to Product Tour, Pricing, and Licensing pages.

    • While returning cohort wasn't high, there was a clear trend around


  • I had previous experience writing scripts and targeting parameters to personalize specific pages for an audience cohort, and I knew how to implement this with our Migrations team - something this team was not well-versed in

COLLABORATION

Our strategy was to:

Target Server Admins with personalized messaging, on non-Migration pages; and re-route them to the Atlassian's Migration Microsite

Doing this will give customers access Migrations content, ensuring awareness of the impending sunset of Server products, and are 'activated contacts'

Expand to view hypothesis in full

About the team and stakeholders:

Target Server Admins with personalized messaging, on non-Migration pages; and re-route them to the Atlassian's Migration Microsite

Doing this will give customers access Migrations content, ensuring awareness of the impending sunset of Server products, and are 'activated contacts'

What I influenced and impacted:
  • Discovering the initial and building a targeting proposal

  • Coordinating our strategy with partner teams and sparring work

  • End-to-end design of the experience

  • Writing targeting parameter scripts

Delivery & Impact

Our strategy was to:

Target Server Admins with personalized messaging, on non-Migration pages; and re-route them to the Atlassian's Migration Microsite

Doing this will give customers access Migrations content, ensuring awareness of the impending sunset of Server products, and are 'activated contacts'

Expand to view hypothesis in full

About the team and stakeholders:

Target Server Admins with personalized messaging, on non-Migration pages; and re-route them to the Atlassian's Migration Microsite

Doing this will give customers access Migrations content, ensuring awareness of the impending sunset of Server products, and are 'activated contacts'

What I influenced and impacted:
  • Discovering the initial and building a targeting proposal

  • Coordinating our strategy with partner teams and sparring work

  • End-to-end design of the experience

  • Writing targeting parameter scripts

Solution

Hypothesis

If we target Server Admins with personalized messaging, intercepting their journey on non-Migration pages, and route them to the Atlassian Migration Program;then we will be able to get more of those customer to become limited aware, at minimum;because we know that they are actively visiting other WAC domains but are not getting Migration related messaging.

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