Mevo is a palm-sized, live streaming camera, that enables professional level production from your phone. It was featured at F8 in 2016 as the first camera to stream to Facebook Live (1:20:00) and has an invested, growing userbase. When Livestream joined Vimeo it was immediately clear that we could bring the power and presence of the Vimeo platform to Mevo.
After extensive internal research and discussion, it made the most sense to us to offer two plans on Mevo. First, an affordable new plan that held features unique to Mevo users, as well as inheriting everything offered to Vimeo Plus users. Second, our Vimeo Premium plan that's required to stream directly to the Vimeo platform and is often understood to be our Live plan.
Two goals: Explain Vimeo's sudden presence in the app and project the value of creating a free account with us.
Simultaneous streaming requires a singular stream output to be sent to our cloud servers and then multiple streams sent out to the various locations. Offering a subscription plan allowed us to open up this functionality to our users.
Graphics on a stream add professionalism, branding and context. We built support for logos, lower thirds, fullscreen images, countdown timers, and slideshows.
Probably the most obvious feature to include is leveraging Vimeo's storage. Users can now seamlessly upload their streams and recordings to Vimeo and share them.
Post-launch adoption rates were slightly lower than expected. We quickly followed up with a survey to learn more. After analyzing the results of the survey and our own mixpanel events, we came to a conclusion that there was an awareness issue (59% in the survey were unaware of the new plan). Additionally, of those that were aware, they wanted the ability to try the features first. Our response to this was to display an upsell earlier in the workflow, introduce a 7-day free trial and educate with campaigns outside of the app. Following these endeavors we saw a 28% increase to conversion rates.