Documentation

GMI Main Insights

I wan to gather ideas for CRO improvements to our webapp and flow

Brand, image & strategy

Intro

The main objective is asses all improvable parts in our flows affecting conversions, in particular:

1. During free trial
2. Expired free trial
3. Expired subscription

To do:

• Gather heuristic evidence, user feedback and data on the problems
• Compile lists and possible actions
• Discuss with @Sol and transform the material into issues and next actions

Data & evidence

So here’s are the main user frictions we identified:

1. Our current conversion rate from free trial to subscription is low, averaging 2-3%. This appears to be way below the industry benchmarks, also considering the low prices (in absolute terms) we charge.
   • Source (data extraction by Paolo)
2. People reach out to us because they want to pay but they don’t understand how/where to pay.
   • Source (emails to our support mail)
3. People from extended coupon use do not convert higher either, so it’s not a matter of exposure time.
   • Source (survey + coupon analysis)
4. Our churn rate is 2-3%, which is low compared to industry benchmarks. Still, the MRR growth is negative, as in particular expansion and reactivations are low.
   • Source (Stripe)