Increasing Conversion rates of Free Trial users
The Challenge
During the transition and launch of the new UI, and subsequent significant changes in the information architecture, I identified that there were some missing steps in the Free Trial process which would negatively impact on the ability for trial users to move from free to paid accounts.
Pain Points 💢
- Unable to upgrade from the Free Trial
The Solution
Providing the trial user with the ability to upgrade to a paid account without the need to contact Couchbase Sales.
What changes were needed?
- Modifying the free trial experience by adding additional screens in the UI to include a means to upgrade
- Documenting changes to the upgrade process and sharing with the field engineering team
- Creating an overarching epic within Jira to track proposed areas of improvements and engineering requirements
As a follow on from this work stream I also liaised with the product marketing team with my proposals for further UX improvements for the free trial process in order to increase adoption and potential conversion to a paid account.
The Outcome
The UI changes were expected to increase conversion rates by at least 10%.
Key features of the solution:
- Ability to upgrade from Free Trial to a paid account through the UI
Role
Product Manager & Lead UX Designer
Work Completed
- UX review of existing Free Trial process
- Research into process in previous iteration of the UI to confirm gaps
- Gathering extensive feedback from the field team and closely collaborating with them in order to provide the best solution
- User Flow Diagrams
- High Fidelity Prototypes
- Presentation of designs to multiple stakeholders including the director of engineering, engineers, director of cloud solutions engineering, QA
- Liaising with multiple teams to ensure the delivery of amendments needed could be delivered with a tight turnaround
