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For companies selling SaaS solutions, it’s common to offer introductory services for free with the objective of getting users to pay for or subscribe to premium offerings in the future. By creating segments to spot customers who are regular users of your free products, you can target them - for a paid upgrade - with the right message at the right time.
|Category||Customer Success||Vertical||Technology, SaaS|
|Topic||Target free trial users with a message that shows them the value of premium membership||ID #||105|
Your company sells a SaaS web application with a free (Product C) and paid version (Product C+). A customer begins using Product C and, over the next few days, they return several times to use the product. As they engage with Product C - three times in the last 7 days and six times in total - you present them with an offer to upgrade to the paid version of the product, Product C+. Given additional benefits and features of Product C+, the customer decides to upgrade.
Create a segment of customers that have used ‘Product X’’ six times (for all time) and three times in the last seven days. These parameters indicate there’s a high level of interaction.
The measure of success is how many people upgraded to the paid version of your product. It’s always best to have a control group who does not see the upgrade message so you can determine the lift over control for the message.
Build a segment for each of your ‘free’ products or web applications based on the repeated interaction with a particular product. Then create a message to display to people who fall within that segment. With Evergage, a user will join a segment while using the free version of the product (Product C) and be presented with an upgrade message when he or she meets your preset rules.
To ensure you are not overwhelming a customer with offers, you can also create an exclusion within the campaign so that subsequent upgrade offers are not shown to people who purchased an upgrade within the last three days.