Gizmo5 – Rence Winetrout

Gizmo5

Global Head – Digital & eCommerce | 2006 – 2008

Gizmo5 Inc. was the #2 online chat and calling app in the world, back in 2009, when it was acquired by Google. I led DTC initiatives, customer acquisition, eCommerce sales and Customer Service. The number of active user Gizmo achieved was a key factor in the acquisition by Google.
 

THE GOAL

Grow sales and active users via a freemium software model, focused on getting consumers to download a free version of our product and convert to a paying user.

THE SOLUTION

  • Acquisition – Paid ads, search engine marketing (SEM) and search engine optimization (SEO), viral marketing efforts, direct marketing campaigns and extensive PR.
  • Conversion – Convert free users to paid users using a combination of targeting email marketing, personalized messaging, as as well as using push-notifications within the product to target users with personalized messaging based on product usage behavior. 
  • Analytics – Leverage customer data and advanced analytics to design campaigns and customer segmentation, price and promotion optimization and eCommerce UX enhancements.
  • Retention – Leverage promotions, when necessary, to up-sell existing users into longer term commitments.

THE RESULTS

  • Sales – Boosted eCommerce sales +20% each month, increased net margins by +40%, and grew “active” online users by 500% in 2 years.