Why did we care?
This campaign was intended for our sustained base users. These folks have had a plan for at least two months, have opted in to emails, and are in the app regularly. This experiment targed all plans that had Photoshop as part of their subscription, including those with the Creative Cloud Photography plan, just Photoshop, Creative Cloud All Apps, and the student & eductors version of All Apps.
The data showed that low activity in Photoshop was driven mainly by:
- Photoshop is complex and difficult to learn
- Low confidence and familiarity with the app and its features
- Low domain knowledge
Ps Quick Actions solves the pain point of difficulty, confidence and knowledge by generating powerful edits with a single click. We chose to highlight the Quick Actions like "Colorize old photos" and "Sky Replacement" because they had the biggest wow factor. When users clicked on the CTA, it opened Photoshop automatically with a sample asset and the Quick Action panel. Users could then get a feel for easy it was before trying it on their own images.
We used a tool called Milo (now publically available) to create the landing page. This allows us to use Microsoft Word or Google Docs as the authoring tool, then custom CSS and JS for the frontend, democratizing and speeding up the process of publishing landing pages for tests.
And the tl;dr
