76.5% Trial-to-Paid-User Conversion Rate – Dollar Flight Club

Read on baremetrics

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.

Recap

  • 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.

Signup Flow

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:

Dollar Flight Club home page with call to action "Get Started for Free"
“Get Started for Free”
Dollar Flight Club sign up flow features only one field (password is hidden)
Note how this screen features only one field (actually there are 2, but the password is hidden until you type in an email – this is a genius move as it removes that dreaded feeling of having to create a password)
Onboarding flow signup form - password is revealed upon filling out the email field. Very clever. Image of a turquoise beach with white sand and palm trees.
Once you type in your email (yeah that’s my real email, go ahead and email me to say hi), password field is revealed. Noice!
Onboarding flow (this step asks for user's departure airport). Image of an airplane flying over head of a sitting male in his 30's.
The next step, nothing fancy but moves users along.
Want to try Dollar Flight Club Premium? Onboarding flow with preselected premium plan button. Image of a tweet talking about how much they like Dollar Flight Club. Background with a greek town and blue water backdrop.
First Premium hook. Default highlighted “Try Premium for Free”. Social proof is a nice touch – 720,000 happy travelers, a tweet example! Down below it discusses why Premium is worth it but I didn’t screenshot that.
When clicking on free plan, a popup shows asking user if they are sure they don't want to take advantage of premium benefits.
In the previous step I selected “Continue with Basic” and this modal comes up asking if I’m sure. This is a nice touch and a great way to add another premium hook (though could be annoying to some people).
Welcome screen that features a "premium hook" for SaaS onboarding
Welcome screen. Nice use of a popular meme image.
Dollar Flight Club dashboard showing past flight deals with multiple ways to upgrade to a paid plan.
Notice the prominent Premium opt-in buttons.
Dollar Flight Club premium signup page and pricing table featuring only two price tiers - 7 day free trial billed annually and "start today, billed monthly"
Simplified pricing with annual plan highlighted. On the left we have fear of missing out, additional departure options, early access to deals and money back guarantee.
Dollar Flight Club deals page showcasing a past deal. Image of a destination, price, savings, and multiple ways to opt in to a paid plan.
Clicking on a deal features yet another premium opt-in and once again down below.

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 πŸ™
  • 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!)

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