Building out improvements and gamified elements for our SaaS product to promote value education and encourage feature discovery.

Context

As we began to expand our SaaS offering in the form of Invoices Plus, it became quickly obvious there were some major holes in the experience from a value proposition perspective and general feature education. Higher volume Sellers were interested in subscribing, but often didn't know what they were getting; even after signing up.

Approach

This work began simply at first, with the simple goal of driving higher conversion rates for Sellers who had initiated a 30 day trial. The solution we implemented was a simple upsell/trial update banner that populated in high traffic areas around the users dashboard. These would update according to a set of time based rules, nudging trialers to add a payment method before the trial expired. It was a simple solution, and our theory of conversions being dampened simply due to Sellers not knowing how to convert to paid was proven correct.

We later built on top of these origial goals, and expanded them to also find a way to tackle the obvious lack of feature education. Sellers were signing up, but they didn't know what they were getting out of it and there really wasn't a way to find out other than trial and error. That is when the simple upsell banner evolved into a standalone feature widget. The thinking here was if we could provide some sort of central reference of all the features they had unlocked, with a touch of gamification, we could educate and reinforce the value they were gaining. Each feature listed was then deep linked into the actual product where it is used, accompanied by multi-step coachmarks to give the Seller a quick tutorial of the feature and how to use it.

Outcomes

We saw near immediate success with these releases in both driving feature awareness as well as increasing conversions. In the 2 month period following release, we saw an overall increase in CVR from 2.5% to 7.0%, and an even greater jump for High Value Invoicers from 2.6% to 10.3%.