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Accounting SaaS, London, UK

Trial to paid conversion from 8% to 21%

21%Trial to paid conversion, from 8%Billing system and product analytics

What was not working

A free trial started with an empty account. The first screen asked for a chart of accounts and a bank connection, and most people left before seeing anything useful.

What we did

  1. 01Rewrote the first session around one outcome: a finished report from data the user recognises.
  2. 02Replaced the setup wizard with sample data that can be swapped for real data later.
  3. 03Added a short checklist with three steps, each of which can be finished in a minute.
  4. 04Emailed people who stopped halfway with the one step they had left, not with a newsletter.

Services used

Published with written permission from the client, who asked not to be named. That is why the business is described by industry and location rather than by its name, and why every number here carries the system it came from.

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