Trial Optimization

The business consistently shared a report claiming that while ~19% of trials converted to bookings, our trial numbers were decreasing YoY.

The trial experience was owned by product and I dug in to discover why the numbers were declining and how to fix the problem. It was universally accepted that with 12 questions on the trial form, and 30+ products to choose from, we were offering a poor CX.

Before diving in to offer a more streamlined and customer-centric experience, we needed to understand the real numbers. This is the journey to optimization.