ZoneLabs – Rence Winetrout

ZoneLabs

Senior Director – Digital & eCommerce | 2000 – 2004

Zone Labs Inc., now a division of Check Point Software, is the world’s leader in “internet security” products. I led a multi-million dollar eCommerce initiative, managing all aspects of online customer acquisition and eCommerce sales.

THE GOAL

Grow sales and active users via a freemium software model, focused on getting consumers to download a free version of our product, Zone Alarm, and converting users to a paid version.

THE SOLUTION

  • Acquisition – Paid ads, search engine marketing (SEM) and search engine optimization (SEO).
  • Conversion – Convert free users to paid users using a combination of targeting email marketing, personalized messaging to highlight specific user benefits of the product, 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.
  • Retention – Leverage promotions, when necessary, to up-sell existing users into longer term commitments.

THE RESULTS

  • Sales – Grew online sales to ~$100mm per year in ARR.
  • Acquisition – Grew customer downloads from 0 to 30M.
  • Conversion – Converted free users to paid users using a combination of targeting email marketing, personalized messaging to highlight specific user benefits of the product, as as well as using push-notifications within the product to target users with personalized messaging based on product usage behavior. Major focus on leveraging customer data and advanced analytics to design campaigns and customer segmentation.