Tip: Create a different trial experience for each user segment to increase conversions

Different types of users will have different "Aha" moments. Boost your conversion rate by emphasizing different actions and features to different user-types during their trials.

Initially, MYOB was offering the same trial experience to every user. But when they realized that the aha moment differed according to the type of user, they started tailoring their trials. The result was a 54% increase in their trial conversion rate. In MYOB's case, one segment was more likely to convert when prompted to try their point-of-sale features, while others were more interested in payroll or banking features. They encouraged each segment to use the relevant feature by prompting users in-app, via email, and (for one specific segment) by phone. The easiest way to segment your users for this is to ask them which use-case applies to them when they sign up. Then survey users or test your educated guesses to figure out which action gives each segment that aha moment. And encourage the action by navigating them there after onboarding, alerting them in-app, or emphasizing the feature via email.

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