We introduced a ‘Know your customer’ step on the sign up flow & added ‘Templates gallery’ that answer users’ needs, which increased publish rates by more than 30%
We detected that in the new users funnel, there was a drop in users who published their content and there was a bigger drop in users who received over 1000 views during the first week of publish, which was an internal benchmark for us in order to keep track of relevant published items.
We conducted user interviews with some of our existing users and realised that it took quite some time for new customers and potential customers during trial, to learn the capabilities of the platform in order to create and publish meaningful interactive content that drives results.
We moved on to investigate the flows of our competitors and some of the leading SaaS products and eventually came up with 3 potential ideas
User Goal
✅ As a brand’s content creator, I want to easily create a compelling interactive content
Business KPIs
❓Help users create more than 1 experience
❓Increase number of published items
✖️Increase conversions after trial
Dev Effort
High
User Goal
✅ As a brand’s content creator, I want to easily create a compelling interactive content
Business KPIs
✖️Help users create more than 1 experience
❓Increase number of published items
❓Increase conversions after trial
Dev Effort
Low
User Goal
✅ As a brand’s content creator, I want to easily create a compelling interactive content
Business KPIs
✅ Help users create more than 1 experience
✅ Increase number of published items
✅ Increase conversions after trial
Dev Effort
Low
The flow contained a ‘Start’ modal that had no templates and users started the creation process with an empty editor
The new flow takes the users through a ‘Know your customer’ process where they’re beeing asked about they’re vertical, intents and goals and then redirected into the templates gallery with specific recommendations for them. After choosing the desired template, the editor is populated with the relevant content instead of an empty one.
Publish rates
increase of 31% in publish rates (amount of users who start creating vs publish item)
Usage
15% of the articles from new users are published from the ‘Templates gallery’
Adoption
10% of existing users published from ‘Templates gallery’ (70% of them used more than once)
→ Users that published from ‘Templates gallery’ had higher completion rates
→ Trial Users that used the templates had more active days within the platform thus had higher chances to convert into paying clients since they had higher content performance rates and got to be active (Time to value)