After many failed attempts to improve our free trials experience over the years, our project started after purchases from free trials were well below our growth targets for the year.
After completing a competitive analysis on the free trials in our market, we establish four major themes for what makes for a quality free trial experience.
We also surveyed potential customers who recently took a free trial with Salesforce, and their results were very similar to that of the competitive analysis.
While trying some different forms for a lead form, I tried making the lead form look more like a process than a single large step.
Although I had finished the onboarding designs and prototype the stakeholders were looking for, I had a hunch that we could do more with the lead form.
As you can see in this prototype, we described the value of adding information for each step as well as provided opportunities to customer their experience right from the signup flow. We tested this version in contrast to two additional versions.
This third option that added customization to the lead flow was really big hit with potential customers.
As a mobile first company, we also designed a full responsive prototype for signing on from a phone; however, we have not yet added trials the mobile experience.
Help videos can be polarizing. In our experience, videos were either loved or hated by our users trying to learn Salesforce.
Instead we designed a sidebar to the free trials product so users could take missions to help them better learn and understand the product.
Unfortunately, users often saw the free trials sidebar as a shortcut for quickly accomplishing tasks, unaware that walkthroughs were not actually part of the product.
We decided to build a feature that would allow us to introduce various parts of the product without requiring interaction.
See this prototype for the final version of the free trials sidebar and walkthroughs. This flow is very similar to what you will find today in Salesforce's free trials experience.
After adding walkthroughs to the free trial experience, we saw purchase soar to a 67% increase after only 4 months since the project was kicked off.
After the success of walkthroughs in the free trials experience, we were tasked with making it easier for our customers to create walkthroughs themselves. Check out the Walkthrough Authoring project for more details.