“Several tests have had a million‑dollar‑plus impact on revenue,” says AutoTune’s CMO

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AutoTune is the vocal-processing software that changed the sound of modern music. Made by Antares Audio Technologies, it remains the industry standard for pitch correction and vocal effects, used by producers and artists around the world.

A short video interview with the client

“I can point to several tests that have had a million-dollar-plus impact on an annual revenue basis,” says Spencer King, Chief Marketing Officer at AutoTune.

A transcript of the video

“The results in terms of business impact have been fantastic. I can point to several tests that have had a million-dollar-plus impact on an annual revenue basis.

“Partnering with CRE over the last two and a half years—and hundreds of tests on our site—has been a phenomenal relationship. We’ve really enjoyed not just the people that we’ve worked with, but also the outcomes that they’ve delivered.

“One test that we ran recently was a pricing test on one of our subscription products. The result was a 27% increase in revenue per visitor, a 24% increase in average order volume, and a 32% increase in conversion rate on our annual subscription. We also saw an 18% increase in LTV measured over 12 months, and a 17% increase in LTV measured over 24 months.

“It’s a meaningful impact to the business to see double-digit potential percentage revenue gains on a recurring basis.

“My name is Spencer. I’m the Chief Marketing Officer for Antares Audio Technologies, better known as AutoTune. We’re a music technology company that develops software for vocal processing. My background is in growth marketing and growth strategy—I spent several years at Google and YouTube, working on growing subscription and other products.

“We had done a website overhaul and knew that there was a significant organic opportunity to grow the business. So we looked at a variety of different options—vendors, consultants, bringing the functionality in-house.

“But what we loved about CRE is the flexibility.

“Not just having testing experts who can come up with the tests and report on how they’re doing, but also engineering team members who can do the web development when our resources are tied up, as well as a research component to do conjoint studies and pricing-and-packaging research ahead of time. So we ended up with a hybrid model of support from CRE, which made it a very compelling offering.

“It is critical to me that we have a very high burden of proof, and we were very pleased with the scientific rigor that CRE brought to the process. The most fun—or exciting—part of working with CRE is their deep expertise, being able to dive deep on sometimes esoteric areas of marketing and the more scientific domains, which I also enjoy. And it’s clear that they do as well.

“Having thought partners with a variety of experience and exposure to different verticals, different industries, and different types of businesses brings insights, depth, and understanding that is very valuable in thinking about our business from different lenses—which ultimately results in having greater ideas and coming up with things that might be outside the norm, which is frequently what drives the best growth.

“The work that CRE has done hasn’t just impacted core business metrics for us, like subscriber growth, revenue growth, and retention. We’ve also managed to improve the performance of the site and improve the user journey.

“Importantly, it has helped us to change culturally how focused we are on experimentation, testing, and learning—having a growth mindset for the whole organization.

“It’s a phenomenal experience working with Conversion Rate Experts, and I think that pretty much any business would benefit from a relationship with them.”

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