FedEx wanted to know which messages made prospects more likely to open an account. We surveyed 508 prospects in five regions, split evenly between personal and business shippers, and tested 30 value-proposition buckets with Max Diff. TURF analysis found the smallest message set with the broadest reach. Reliability and data security beat the discount-led copy the funnel relied on.
FedEx wanted to know which messages made prospects more likely to open an account. We surveyed 508 prospects in five regions, split evenly between personal and business shippers, and tested 30 value-proposition buckets with Max Diff. TURF analysis found the smallest message set with the broadest reach. Reliability and data security beat the discount-led copy the funnel relied on.
FedEx wanted to know which messages made prospects more likely to open an account. We surveyed 508 prospects in five regions, split evenly between personal and business shippers, and tested 30 value-proposition buckets with Max Diff. TURF analysis found the smallest message set with the broadest reach. Reliability and data security beat the discount-led copy the funnel relied on.
Global prospect preference study
On-time, reliable delivery ranked as the most preferred USP across every region and both segments. It is the one message that holds globally and should anchor the top of the registration funnel.
The preference ranking gave acquisition and product marketing a basis for rewriting the funnel. Reliability and security led, followed by free accounts, competitive rates, and fast delivery.
Methodology
Phase 01
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Defined target prospect segments (personal and business shippers), regions (US / CA, LATAM, Europe, MEISA, APAC), and the 30 USP buckets to test across the registration funnel.
Phase 02
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Designed a Max Diff survey instrument that could isolate which USPs moved prospects toward registration, controlling for region and segment effects.
Phase 03
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Recruited and surveyed 508 prospects across five regions. N=254 personal shippers, N=254 business shippers, balanced for regional coverage.
Phase 04
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Max Diff analysis across Feature Count, Average Feature Utility, and Preference Share. TURF analysis on message combinations to find the smallest set of messages that reaches the broadest audience.
Phase 05
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Translated preference data into messaging recommendations for the registration funnel and for acquisition channels beyond it.
Findings / 5
01
On-time, reliable delivery ranked as the most preferred USP across every region and both segments. It is the one message that holds globally and should anchor the top of the registration funnel.
02
Data security and privacy ranked in the top preference cluster alongside delivery performance. Treating it as compliance language undersells its pull at the moment of registration.
03
Free account, competitive shipping rates, and fast delivery round out the top-five USPs. Together they form the practical-value core of the messaging stack.
04
Future-facing framing and accessibility-only messaging ranked near the bottom of stated preference. Neither worked well as the primary acquisition message.
05
Prospects convert on a blend of reliability, security, and practical fit. Discount-heavy acquisition creative leaves the strongest preference signals underused.
Structure / 1
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Method, sample, coverage, and analysis shape as delivered.
datasheet
Deliverables / 6
Outcome
The preference ranking gave acquisition and product marketing a basis for rewriting the funnel. Reliability and security led, followed by free accounts, competitive rates, and fast delivery.