We increased conversions by exactly 367% in just 12 weeks. I'm not talking about signups. I'm talking cold hard cash. I'm talking conversion of Trial Users to become Paying Customers on a monthly subscription inside 30 days. And that's money in the bank, this month, next month, every month. Wanna know how we managed that? Read on..
TL;DR (in a hurry?)
Change your thinking. Help people become successful in their job, help make it easy for them, and if you can do that - then they'll become your customer as a natural consequence. Even better, you'll have customers that you've invested time in and you'll build lasting relationships.
Our (Failed) User Onboarding Master Plan
In retrospect it seems simple - as all things do in retrospect. Like riding a bike or driving a car. And the most interesting thing is that what we changed wasn't a new channel, and it wasn't a new feature, it was ...a NEW way of thinking.
For context, let's take a quick peek at our product - an inexpensive SaaS product that exists to enable marketers to leverage marketing analytics tools without depending on developers, with a starting price under $50/mo. So, low cost highly automated software - maybe you'll see why we thought a "low touch, self-service online automated user onboarding and sales process" was appropriate. (How wrong we were..)
So, here was our master plan (based on some flawed assumptions)..
- STEP 1: New customers would discover us via our marketing channel and Sign up for a 30 Day unlimited Free Trial.
- STEP 2: Clearly with our product being so awesome, we wouldn't need us to work hard at user-onboarding - it would be a simple case of after 30 days trial new users would willingly pay for the privilege of having our awesome software. (Or so we thought...)
This was a process that had "appeared" to serve us well as we exited private beta and took $$$ hundreds in revenue in our first month.
We weren't actively helping our customers succeed.
Gradually, after exiting beta, we noticed this process stopped working and trial-to-paid conversion rates were dropping. It happened gradually as our Beta cohorts passed through and new cohorts came through. (If that doesn't make sense, ask me in the comments below and I'll expand.)
Even though our product was getting better and better every single day, we went through this incredibly frustrating phase of user trials that didn't convert so well. Our trial-to-paid conversion rate just wasn't cutting it - and worse we just couldn't understand why.