Trial & Onboarding Flow
Problem: ReadMe initially had an unlimited trial. This led to many support requests from companies that might never upgrade and ultimately wasted resources.
Goal: Decrease the amount of support requests from trial users who would not convert, without losing potential customers.
Solution: Our solution was two part, we needed to cut the strain on resources from the trial but still provide the same level of customer experience. To do this, we changed the trial to 14 days for all new customers and created a new onboarding process that walked new users through the most commonly used features. Because we imposed a time constraint, we also added an email campaign with tips for getting started and reminders to engage users who didn't check back in during the trial.
Results: These changes decreased our support requests and increased trial conversions. We learned that the extra time did not lead to more people upgrading but just allowed people to forget.
- Decrease in support requests!
- Increased trial conversions within two weeks by 30%
My favorite addition came from letting our users see a bit of magic. Docs can seem really overwhelming, so to counter "blank slate" problem we made sure our first onboarding steps were easy to do but with big impact. One of these was moving the logo upload from sign-up to the onboarding step. This is a cool tool where we pull the main colors from a logo and automatically update the docs' colors.
In our first A/B test, we compared sign-ups with the logo in the sign-ups vs. as a part of onboarding. We found that during sign-up adding a logo was a hassle and main drop-off point, but as an onboarding step it helped users see that our product was useful.