During the Covid-19 pandemic, ThankView grew business and accounts by more than 3x. While amazing for our overall business, we lacked the staff to properly address all of our incoming prospects and current customer needs. When gathering internal data, we noticed that:
As a growing organization, how do we scale our business while not burning out our team? After discussions with our Director of Product and Product Manager, we determined that the most effective approach was to build a self-service experience (sometimes referred to as Product-Led Growth [PLG]). PLG would:
PLG's intention is not to automate our sales team out of a job. Instead, PLG assists our team in selling ThankView by providing them another method to showcase the product without the need to be present in the experience.
We tackled the project in three phases across multiple sprints to give our team time to build the platform out and gather data/feedback simultaneously while developing the next phase. Through market research and in-depth discussions with cross-functional teams, we determined that these phases would be the ideal starting point to create a self-service experience:
A ThankView campaign on average takes about 7 days to get 95%+ of its performance metrics. Including the time to learn the platform, send a campaign, and analyze metrics, we determined that 14 days was the optimal amount of time for a user to make a decision on ThankView as a platform. If the user determined 14 days wasn’t enough to make a decision, the user could extend their trial to 30 days (an additional 16 days) to continue utilizing the platform.
In the free trial, users had access to a combination of features across multiple plan tiers. This allowed users to experience a fuller version of ThankView before determining which package suited their needs the most, instead of just guessing what they wanted based on descriptions. To track how we could optimize our free trial experience, we worked with our data team to put tracking markers on:
In the first iteration of the Free Trial, the user weren't able convert to a paid plan unless a Sales person reached out to them. To reduce the strain on our Sales team to follow up to close the loop on a prospect, we built out the Self Checkout flow that allowed users to purchase ThankView on their own.
After building the self checkout, I brought on our amazing designer, Samantha Tan, to tackle upsells and upgrades on the platform.
During this time, I worked with the PM as the bridge between Product and other departments to study the impact of PLG and determine necessary iterations.
After launching PLG in December 2021, we gathered data to figure out how we could improve the experience to convert more users:
Building meaningful and actionable dashboards is a non-stop endeavor. As we expand our metrics capabilities, we look to continue adding value to the dashboards we build. In our backlog, we currently have the features planned: