How to increase free trials to paid customers with “onboarding retargeting”
Picture this… someone has signed up for a free trial of your software, you have your onboarding automation campaign going and it’s happy days.
UNTIL you find out about all your free trials that aren’t converting into paid customers.
How do you fix it?
Do you push them to download case studies?
Or push them back into the free trial?
Have you ever tried…
Onboarding Retargeting
What works well for many successful SaaS companies is pushing people to a landing page for a free webinar or free implementation call.
This is a strategy used to make sure people have everything set-up right and get maximum value from your software during their trial, so they will want to pay you after their trial ends.
To do this with retargeting ads, all you need to do is create a retargeting list of people who land on your free trial thank you page.
Once that is done, you can then use one of these 3 strategies to run retargeting ads to them, depending on the resources you have available and the level of automation you want to use in your company:
Strategy #1: Evergreen Onboarding Webinar
Level of Automation: High
Frequency: Twice daily
Description: This is a completely automated webinar that you record once and then put on evergreen that people can sign-up for. You can have someone on your team answer chat box questions live, or route all the webinar questions to your support team to answer.
As you build up a repository of frequently asked onboarding questions, you can make improvements to your evergreen webinar until it virtually works on autopilot.
Landing Page: Webinar date and time updates every day automatically
Tools: EverWebinar, StealthSeminar
Strategy #2: Live Onboarding Webinar
Level of Automation: Moderate
Frequency: Weekly
Description: This is a live webinar hosted by one of your onboarding team weekly, so you can engage, interact and answer onboarding questions live
Landing Page: Webinar date and time needs to be updated every week
Tools: Livestorm, Demio
Strategy #3: Live Onboarding Call
Level of Automation: Low
Frequency: Daily according to calendar bookings
Description: This is a dedicated onboarding rep speaking with people live over screen share to make sure people get the software setup right so they see the value fast
Landing Page: Link to book a time on your customer success/sales rep teams calendar
Tools: Calendly, Acuity Scheduling
NOTE: If you don’t have a paid marketing budget, then you can implement this by creating one email that triggers when a free trial user starts their trial or performs a specific action in your software.
Or in the PS section of all your onboarding automation emails.
Conclusion
Often the best way to increase you free trial to paid customer % is to show people how they can get maximum value out of your software for their individual situation.
To convert more of your free trials into paid customers try one of the onboarding retargeting strategies in this article, based on the resources you have available.
What You Should Do Now
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