Summary
2022 brings new goals for wework.com and the marketing strategy will be focussed on driving smaller SKUs and the Access/Membership products (All Access and On Demand). Marketing leadership has reviewed parts of the website and provided the following feedback:
Make above the fold content more clear in terms of WeWork’s value proposition and target offerings
Allow PNMs (potential new members) to see that we offer two main products so users can quickly discover these and make a purchasing decision.
Office Space
Access/Membership products (All Access and On Demand)
Identify Problem Statements
-
How might we use research and internal qualitative feedback to guide solutioning—while building new data dashboards?
-
How might we add value prop content to speak deliberately to PNMs (especially those looking for small SKUs and/or flexible access to buildings)?
-
How might we clearly communicate our offerings and educate PNMs on workspace types vs. memberships and ways to buy?
What does data tells us?
Our data told us that
Journeys become more fragmented after these first steps, with no end-to-end journeys capturing a significant plurality of users
Penetration is better for users that move to Search compared to users that move to Solutions, but the percentage of users that reach checkout is nonetheless the same
We need to focus on journey and content optimizations to catch and bait users in any funnel into a point of conversion
