6. Subscription Conversion

One promise of Product-Led Growth is to convert the majority of customers without excessive spending on sales and marketing.

In other words, the sale conversion needs to happen IN THE APP. But how do we do that?

First and foremost, your product needs to address a sharp problem and solve it well. Second, you need to design for conversion.

Designing for Conversion:

Let's cover a few key points:

The customer should be informed of trial end

You want to make sure the customer is aware of impending loss of functionality.

Ask them to invite their team before trial end

When more people use the app together, they are less likely to abandon it when the trial ends.

(At Atlassian, my team pioneered giving the first 10-20 accounts the ability to invite more and more people to experience the software.)

Offer financial incentives to convert

Discounts for paying annually are attractive.

Additional discounts when a trial end (like a 1-time coupon) may also help customers make a compelling ‘savings’ arguments for themselves and their managers.

Engineer ‘upgrade points’ in the application

Premium functionality should be clearly labeled.

The payment UI should be stress-free

If should be easy to finish in 10 seconds

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Notes

Where is your current conversion design working and where it can be improved?

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`5. Price for Success`⁠

`7. Engineer Virality`⁠
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6. Subscription Conversion

Designing for Conversion:

Notes

⁠⁠⁠5. Price for Success⁠ 7. Engineer Virality⁠⁠⁠⁠

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`5. Price for Success`⁠

`7. Engineer Virality`⁠
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