How can we improve the conversion rate of our trial customers?
This is how I helped the SaaS startup Meisterwerk understand their customers’ behaviour better and identify the right feature to build next - with the goal to improve conversion rate and get ready for the Series A fundraise.
WHAT I DID
User Research, Service Design, Design Strategy
Our goal was to improve the conversion rate of our product.
To do that we needed to understand what our customers were thinking and which features and improvements would make a difference for them.
That’s what we needed Sebatian’s help with.
Meisterwerk is a B2B SaaS Digital Solution for SME field-service and craftsman companies.
The challenge the team was facing, was that a significant percentage of people trying the free trial phase would not convert to paying customers after the 30 days. And, crucially, the team were not sure why.
Uncovering this ”why” was the core of this project:
Why did some companies sign up for the trial but never actually try and use the product?
Why would others use the product extensively in the trial phase but decide not to become paying customers?
Why would others make good use of the trial but stop from one day to the next?
To shed some light on these questions, I used a mix of quantitative and qualitative User Research methods.
They helped uncover the users’ expectations, experiences and frustrations.
The research findings showed a range of opportunity areas, potential interventions and promising new features, with the potential to improve conversion rate and overall experience of the Meisterwerk platform.
The most promising features were taken further: I turned research findings into prototypes and tested them with Meisterwerk customers.
Since then these new features have been developed and are being introduced to Meisterwerk customers.
Other findings and recommendations from my research are being implemented and turned into workstreams.
As an outcome of this project we changed our overall strategy and aligned the whole company and all departments - from multiple fragmented initiatives to 3 highly focused workstreams.
We were able to make the right strategic decision for our growth, revenue and fundraising goals.
Bertram Wildenauer, CEO & Co-Founder, Meisterwerk
This piece of work gave us the confidence to make appropriate investment in these topics and to shift focus for our Series A targets.
We were able to make decisions quickly and decisively - our next product direction was a direct result of Sebastian’s work.
William Clifford Birtwell III, Co-Founder, Meisterwerk
Sebastian’s research showed which factors were key in our customers’ conversion rate.
This allowed us to take action quickly and adjust our product roadmap accordingly.
Nick Sonnenberg - Co-Founder, Meisterwerk
Working with Sebastian was an absolute gamechanger for our overall business and growth strategy and gave us massive confidence to make the right calls, which led to achieve our revenue and fundraising goals!
His work is thought- and detail-intensive. We would not have been able to do it without him.
He is very good in extracting the real goal(s) of the project, very methodical in his approach and in collecting meaningful insights.
Sebastian is super experienced, reliable and understands business - you can feel that he was a founder himself before.
Bertram Wildenauer, CEO & Co-Founder, Meisterwerk