In-app messages increase onboarding engagement by 1540% and triple freemium conversions
Teresa Roche is the Director of Customer Success for Insightly, a simple to use yet powerful CRM system for small and midsize businesses. “We are the CRM for building customer relationships,” said Teresa. “[Insightly] offers all the core salesforce automation capabilities that businesses need, as well as relationship linking and even project delivery. We are an all-in-one CRM for all industries, including manufacturing, consulting, healthcare and education.”
「カスタマーサクセス組織の運営に加え、大口顧客のカスタマーサクセスチームを直接管理し、顧客マーケティングをリードしています。このため、アプリ内メッセージは、作成したもの以外も含めてすべてをCSチームがレビューしています。プロダクトチームと密接に連携し、互いに重複したり、またはお客様にメッセージを送り過ぎたりしないように配慮しています。」
Accelerating User Onboarding
Onboarding was an important initiative for the team at Insightly. “We started with a few simplistic guides to see how they could impact user adoption,” said Teresa, “We had launched a charts feature for our reporting in early 2017 that wasn’t getting much use. We put a 1-line tooltip on the charts button, and saw an immediate spike in usage. This gave us the confidence to move forward with our in-product onboarding experience. The flexibility that Pendo offers has really helped build a unique experience for our users.”
「現在では新規ユーザーがInsightlyにアクセスすると、カスタムガイドデザインを使用して構築された、ウェルカムビデオ、Insightly Basicsビデオ、そして初めに行うべきタスクを含むウェルカムモーダルが表示されます。Insightly Basicsビデオでは、アカウントの設定方法と、さまざまなユースケースでのInsightlyの使用方法をお客様に説明しています。Insightly Basicsビデオは、お客様のプロフィールのドロップダウンからも見ることができるので、ウェルカムモーダルを閉じた後でも簡単にアクセスできます。
「このオンボーディングモーダルができるまでは、プロダクトにアクセスしたときにどこから始めればよいのかを説明する、プロダクト内のガイダンスはありませんでした。モーダルを導入して以降は、プロダクト案内ビデオの視聴数は1,540%、平均視聴時間は40%増加しました。Pendoのおかげで、最小限のコーディングで、まるでアプリにもともと組み込まれていたかのようにプロダクトを案内できるようになりました。」
Powering Lean Product Experimentation
This flexibility helped Insightly start to use Pendo for more experimentation in their product. One of the areas where Insightly experimented was with their freemium users. “We have a lot of users on our free plan”, said Teresa, “Many of them have been on it awhile and are not even aware of some of the additional features they can access on our paid plans. We decided to run a test and see if we could move some of our free users to paid by offering them a chance to try some of these features out at no cost. So we targeted about 4,000 of our free admin users, and served them a guide in app that offered them a trial.”
“The results were quite a bit more than we were expecting. We had a 10% sign-up rate in two days, and had to turn off the offer after sending 431 new trial customers to our sales team. Within just that two-day cohort we were able to convert these now trial customers to paid plans at three times the rate of our free customers. The experiment showed us that there is a lot of untapped potential in our free users, and we are looking at more measured ways to replicate this free to trial process moving forward.”
Insightly continues to experiment with guides in their product. “We see guides as a way to validate our assumptions about customers, and prove out the value for features before we commit development resources,” said Teresa. “For example, we were concerned that there was no easy upgrade option in the main settings menu, but there is a ‘cancel subscription’ button. In order to prove out the business case as to why engineering should build out that button, we are first pushing it out as a Pendo guide. We’ll add it as a custom banner to the settings page, and test click-through. It looks like a part of our product and can be a huge win for our product team if we can help influence product changes with Pendo messages.”
“Wherever we can I want to test out features this way. We’ve also used the guides to get direct feedback from customers about potential features. For example, we have a survey on our integrations page that asks customers what integrations they would like to see. Things like this eliminate guesswork, and allow us to focus engineering resources on things that we know add customer value.”
Insightlyは、製造業、コンサルティング、健康・福祉、メディアなど、さまざまな業界の中小企業向けに顧客関係管理ソフトウェアを提供しています。世界中に150万人以上のユーザーを持つInsightlyは、GoogleやOffice 365ユーザー向けのCRMソフトウェアとして世界で最も利用されています。
