Invoices Plus Onboarding

Improvements and gamification of our SaaS product to communicate value & encourage feature discovery

Role

Product Designer

Date

2022

Links

Feature page

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.

This work began simply at first, with the goal of driving higher conversion rates for Sellers who had initiated a 30 day trial. The solution we arrived at was an upsell/trial update banner, 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 enough solution, and our theory of conversions being dampened in part due to Sellers not knowing how to convert to paid was proven correct.

For the second phase of this work, we set out to address the next issue of a glaring lack of feature education. We were now more effectively converting interested Sellers, but they were not aware of the benefits and features that were being unlocked - with no way to find out besides trial and error.

After exploring different approaches to this, we landed on expanding on the banner idea into an Invoices Plus trial widget. The aim was to have a central location for Sellers to track the time left in their trial, and promote feature education through both guided & organic discovery. 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.

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%.