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Strategy UI/UX June 1, 2024

Growth – Stabilise Self Serve

Task

"Stabilise and grow self-serve revenue in Q2 and Q3 2024 (Increase Monthly and Annual Recurring Revenue (MRR & ARR) 😭"

  • Strategy

    UX Strategy

  • Design

    UX/UI Design, User research

  • Role

    Leading design / supporting research

Challenge

Self-Serve is ~60% of Trint’s revenue. Although Enterprise is the strategic priority for the business, Self-Serve’s revenue is decreasing by an amount that cannot be offset by Enterprise revenue.

Goal: 

Stabilise and grow self-serve revenue in Q2 and Q3 2024

Key Squad Metric: 

  1. Increase in-trial conversion from 1% to 1.5%
  2. Increase in-trial engagement of features by 20% (engagement: repeat usage of features)
  3. Increase in-trial adoption of features by 10% (adoption: first time use of a feature)
Let's do this!

Objectives

  1. The team working on this should focus on making it easier for the right users to join Trint
  2. The team working on this should also focus on improving the trial experience and helping users reach the ‘aha’ moment as quickly as possible

Let’s focus on improving the trial experience and helping users reach the ‘aha’ moment as quickly as possible.

Hypothesis: Self serve users that have a better trial experience, where they are able to use Trint to the most of it’s capabilities, are more likely to realise our value proposition and therefore convert

User interviews / surveys 

Objectives: 

  • Understand ICP motivations, challenges and experiences within Trint
  • Understand ICP workflows
  • Explore the ‘ah-ha’ moment and its impact on subscribing

Methodology: 

  • 5 X 45-min interviews 
  • ICP active subscriber
  • Semi structured interview style
  • Card Sorting exercise
  • Qualitative research

Research Findings :

Flow 1 – Trialist fills out their onboarding form and we tailor the experience to their needs, after nudging them to upload.

Old State:
Hypothesis: By personalising the user onboarding in their first experience with the web and/or mobile app, we’ll be able to provide trialists with the capabilities to use the features that they really care about and that will help them achieve their end goal. As a result we’ll be able to see an increase in trial conversion to paid plans
  • Current state: Old, outdated form structure with too many options and no clarity on what I’ll get by answering accurately
  • Proposal: Modernise the flow and show personalised value-points to show what they can do in Trint for their use-case
Designs
New State:

Hypothesis: By offering a value-first onboarding flow, we’ll be able to provide trialists with the knowledge of Trints’ existing features that could benefit them in their use case, therefore encouraging them to adopt these features and use them more during their trial period. As a result, we’ll be able to see an increase in the in-trial conversion from trialist to paid plans.

Impact
We’ve seen more people engaging with core features during their trial period. The impact on conversions hasn’t been significant enough to say that this first phase of onboarding is going to have a positive impact on conversions & revenue. We propose ending the test here and going live with the new onboarding flow as there has been an uptick in engagement.

Trialists were also limited to viewing and editing only the first 5 minutes of their transcripts.

If they want to access the full transcript, they will need to subscribe to a paid account.

The impact on the conversion rates to date has been extremely positive.

5 months pre trial – 1.05%

Trial to date – 1.6%

 


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