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Imperfect Foods Customer Story – Iterable

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Getting Smarter About Onboarding

In early 2020, Fiit launched a 14-day free trial for all new consumer signal-ups. The trial interval supplied a finite runway for Fiit to teach new customers on the varied options inside the app, and show sufficient worth to encourage a conversion from free trial to paid subscription. 

Fiit’s present onboarding sequence lacked clear targets and left new customers unclear on how one can greatest get began. 

“Fiit is quite a complex business, and frankly we were giving too much information to our users upfront. We included information on how to take classes, how to get started in the app, and we also included upsell information on our wearable technology,” stated Jimmy Davis, Head of Retention.  

With an excessive amount of data and never sufficient clear course, trial-to-paid conversion charges dropped to simply over 56% from a earlier common of 60%. Given their inflow of latest customers, Fiit knew even incremental good points in conversion would have lengthy-time period implications for his or her enterprise. 

But earlier than they began testing their onboarding journey, the Fiit crew did intensive analysis to determine tendencies of their buyer base and clearly outline the steps a consumer wanted to take inside the trial interval to extend the probability of changing to a paid subscription. What they discovered have been two actionable insights. 

First, customers who full a category inside the first 5 days of the trial have a better propensity to transform to a paid subscription. Second, Fiit was being launched to a brand new sort of buyer they’d beforehand struggled to seize. This new persona, “Alli,” noticed health as a part of their life-style, held memberships to boutique gyms, and had discretionary earnings to spend on health. 

Knowing the optimum timeframe to have interaction with new customers, and having a greater understanding of the personas they have been in search of to have interaction with, gave Fiit the course they wanted to experiment with their onboarding journey.

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