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4 tips to a happier and more effective trial process

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Have you checked out our Signups and Trial Process Benchmark Report yet? We audited 10 popular web-based apps on their user experience and how in-tune they were with folks that sign up. Now we’re offering 4 tips to a happier and more effective trial process, here are some ideas you can incorporate to yours.

1.     Give what you get

If during signup you’re asking for a lot of information, it’s building an expectation that you’ll be using this information to optimize usage once the trial starts. The treatment you give should be at least proportionate to the information you ask from the user. What’s the point in asking so many questions if you’re not going to use the information to engage show me how much value you offer? A long and data-heavy sign up should be followed with an informed and sincere trial process.

 2.     Treat users like humans

Although your app may be a technologically groundbreaking, well-oiled machine – humans built it and humans use it. One of the great opportunities to express “humanness” is through email communications between you and your user. When users get emails from generic senders like, “The Team”, or no sender at all – it feels like a machine is the sender. On the flipside, if users get an email from someone (not some thing), it makes the correspondence feel real, between two people.

Rule of thumb: People have a soft spot for humans, so address your user by their name and provide the name and contact information of the customer success agent in charge of the account. Users notice if the “From:” email address is from a real person or an automated machine.

3.     Avoid generic email schedules

Generic emails based on generic schedules aren’t maximizing your engagement potential. Here’s why:

a.     They make you look out of touch.

When users gets a generic email from an app that they have yet to log into, it shows just how completely oblivious the app is.

b.     They’re not really convincing.

Generic emails are a shot in the dark. Users should be getting emails that relate to the user’s usage and activities.

 c.      They’re easy to ignore

If you’re not paying attention to your user, you can’t expect them to pay much attention to you.

Rule of thumb: stop sending emails based on average behavior and start sending emails based on usage behavior.

4.     Acknowledge your user’s behavior and usage history

The more specific you are about usage, the more sincere and serious you look and the harder it will be for users to ignore you. For example, if you sent a welcome email, a week has gone by and the user hasn’t yet signed in – acknowledge this in your 2nd email. In a 3rd email, if the user still hasn’t budged, mention that again and offer to schedule a webinar or a coaching call. Or, if the user has logged in and used a particular feature but onboarding is still weak, mention that specific feature in the email, provide more information on how to use it, and how it relates to other modules in your app.

Rule of thumb: users know what they’ve been up to, but if you also know –that will make a lasting impression and an optimized experience.

Don’t forget to check out the full report and 5 bonus tips to a happier and more productive signup process.

Jill Rubin

Jill is a senior marketing and business development executive with experience leading successful teams in both large companies and startups. She has taken companies from early stage to strong revenue growth and propelled established businesses to industry leadership positions.

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