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Homebase Customer Story – Iterable

Getting Smarter About Onboarding

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

Fiit’s present onboarding sequence lacked clear goals and left new customers unclear on the best way to 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,” mentioned Jimmy Davis, Head of Retention.  

With an excessive amount of info 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 positive factors in conversion would have lengthy-time period implications for his or her enterprise. 

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

First, customers who full a category throughout the first 5 days of the trial have the next propensity to transform to a paid subscription. Second, Fiit was being launched to a brand new kind of buyer that they had beforehand struggled to seize. This new persona, “Alli,” noticed health as a part of their way of life, held memberships to boutique gyms, and had discretionary revenue to spend on health. 

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

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