A proven strategy to improve your onboarding is to ensure it drives users toward specific, key actions that will help them achieve their unique goals. Kareem Mayan, Founder of Savio and Conversion Consultant at TrialToPaid.com, knows this all to well. He’s worked with companies like ESPN, Predictable Revenue, and Headphones.com to improve their free-to-paid conversion rates.
In this episode of Behind The Experience, Kareem breaks down the strategy behind Savio’s goal-oriented onboarding flow.
Rather than introducing possible confusion by using dummy data to show the product’s value, Savio takes a more hands-on approach of walking users through setting up their account.
They show Savio’s full potential using a short 2-minute video. It’s a great way to help SaaS teams envision how Savio can help them use product feedback data to confidently prioritize what to build next.
Using a linear progress indicator, Savio sets the expectation for users that it takes just 4 steps to start experiencing the product’s value.
"The trialer has a goal they're dissatisfied with the current state of the world. Your marketing site has sold them the dream about what the world is going to look like when they sign up for their service. If your app doesn't deliver on that promise, they'll be disappointed."
"Look at your converted and churn customers and what they did do and didn't do. This gives you a nice heuristic about the key actions in your app that customers need to take."
[01:15] Why is knowing your free-to-paid conversion rate so important?
[02:31] Benchmarks for free-to-paid conversion rate
[04:46] Common reasons for low free-to-paid conversion rate
[07:36] Kareem’s process for improve the free-to-paid conversion rate
[11:57] How often should you update your onboarding experience?
[16:33] Savio’s goal-oriented onboarding flow
[29:11] Kareem’s advice to anyone looking to improve their free-to-paid conversion rate
[30:16] Where can you find Kareem online?
Kareem Mayan helps growing product-led B2B SaaS companies increase trial to paid conversion. He is previously the Product Manager of ESPN.com’s Insider business (a seven-figure ARR product). By focusing on conversion, he grew revenue by 25% in 6 months. He now works with clients like Predictable Revenue, Headphones.com, ESPN, Ecamm, and more.