GROWTH MARKETING • PRODUCT OPTIMISATION
B2B Saas Company
Finding the company's unique value proposition
A detailed power users analysis and top use cases to let us better understand the value for the customers.
Improving the user's first journey
Optimising the full end-to-end acquisition flow to make it easier for the users to understand what the platform can help them with.
Creating a test-and-learn culture
Coaching the guiding principles of experimentation to the teams involved and creating a culture of cross-team contamination.
increase of trial to paid rate
in-depth power users analysis
new optimized onboarding flow
Found a unique value proposition
Analysed different cohorts to understand which users are the best in the long term and which features were correlated with user retention
Took a detailed look at the top 20% users on the platform to gather more information about their demographic and behaviour
Optimized users' first journey
Tested different channels to get in front of the ideal customers and revamped the end-to-end acquisition strategy
Analysed leading moments that drive the users to long term retention, to have a clear picture of what to highlight and drive users to, during the onboarding flow
Re-designed the entire onboarding flow so that users can better understand how to use the platform and extract value out of it sooner
Created a test-and-learn culture
Involved all the relevant teams in the planning activities to enable greater collaboration across different departments, especially growth, development, product, and sales
Recurrent catch-ups with the team to share ideas, progresses, successes and lessons learned
Sharing sessions and structured documentation of all the experiments we ran, to create a culture where learning is highly valued