Digital Content Marketer · Documo · 2020–21
What gets a trial user to pay?
When I joined Documo, a healthcare tech SaaS company, trial users were getting broken emails with outdated branding. I made the case for redesigning the trial journey, then led it.
+17%
paid conversions in the 8 months after launch
+30%
trial signups, year-over-year
+25%
subscriptions, year-over-year
I started by acquiring and analyzing past campaign data. Personalized emails had performed best, so I designed the trial sequence around each user’s engagement. Each email matched where someone was in their trial: the next feature worth trying, or the right person on our team to talk to.
To decide what those emails should say, I started with customer testimonials and pulled in data from across the company. I defined the ideal customer profile with our CFO. I brought in heat maps from our developers to identify our most popular features, and product data to pinpoint where users dropped out of the trial.
The branching behind those routes, simplified
People pay for a product they already feel at home in. I designed the emails so trial users got full use out of Documo's product, and anyone who stalled or had questions heard from a person on our team. By the end of the trial, users knew we’d look after them, so staying on as customers felt like an easy choice.