If your trial to paid user conversion rate sucks, you might want to take a play out of Dollar Flight Club‘s signup playbook. The team did some clever things worth applying to your own SaaS if possible.
It’s not clear what their conversion rate was prior to these steps, but 76.5% deserves a post nonetheless.
- Simplified pricing – initially they had monthly, quarterly, yearly (this was overwhelming). They ended up simplifying to just 2 tiers, free and premium (annual).
- Free users didn’t know premium even existed so they made Premium messaging more prominent.
- Added a bunch of Premium hooks into onboarding and into the dashboard.
- Users objected to free trial since they were not looking to travel anywhere soon. However, Dollar Flight Club deals work for anyone within the next 12 months so they emphasized this and signups increased.
- Added a welcome email to encourage users to get into their dashboard to update departure / destinations (also gives exposure to Premium upgrade).
- Sent successful customer stories to demonstrate real value.
- Premium explainer email and asking about dream destinations – get them to log back into the dashboard.
- Cheap flight inspiration emails – get people thinking about travel.
- Private Facebook group invitation – scarcity.
- Used Hotjar to see where people are getting stuck in onboarding.
I went through the entire flow to show you how it looks currently and comment on some of the very clever things they do along the way:
Did you keep count of how many times the app promotes premium membership?
At least 6 times! Clicking on Departure Airports on welcome screen likely pushes you into the premium screen as free users can only choose region airports. Genius!
How does your flow compare?
Having looked through these tips and strategies, ask yourself how your flow compares and what you can do better:
- Does my flow gradually guide people into the dashboard or drop them straight in?
- Does my signup form require unnecessary fields? Can I reduce it to just one or two fields?
- Am I asking for password twice?
- Do my forms reset upon invalid input?
- Do I have more than one free-to-paid hook? Most SaaS just have one in the dashboard 🙁
- Am I adding free-to-paid hooks into relevant places in the dashboard?
- Is my pricing too complicated? Can it be simplified further without harming end revenue (best if it increases!)
- Am I tracking the sign-up flow with tools like Hotjar to see where people are running into issues?
- Am I constantly testing my prices to see what works best? There’s no reason why you should settle on one single price table – try multiple things to see what nets you the most revenue (it’s not always about conversion rates!)