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How In-App Messaging Converts Trial Users Into Paying Customers

March 29, 2017

By Today’s Industry Insider



It’s the only way to demonstrate your product’s value to potential customers. Your goal is to convey information about new features, successful case studies, and industry trends.

Converting B2B free trial users into paying customers involves lots of communication about why your product trumps competitors. In-app messaging is a powerful tool to send on-time, contextual messages to connect with users.

“Customers are focused on your product at the moment of [in-app] communication, and can be delivered immediate, direct information that is targeted specifically to them and their patterns of behaviour,” states Alex Cohen, managing director at Xander Marketing.

Take full advantage of in-app messaging. Here are five ways to gain more paying customers:

1. Upgrade Your Onboarding

Trial users are ready to get started with your platform. Convinced by your promises to deliver, it’s your responsibility to exceed users’ expectations.

First, let’s debunk the notion that it’s easy to transform free trial users into customers. They still need guidance toward the sale.

That’s why onboarding is so important to the success of the user. You want these initial interactions with your product to showcase the best of your brand. To keep them hooked, your team must continue to offer solutions.

With in-app messaging, you can pinpoint targeted actions to activate the user sooner. Send tailored messaging to help the individual learn how to gain quick wins from your platform.

The CoSchedule team executes this strategy well. During the trial period, users receive tidbits on how to improve their experiences.

What’s also vital is celebrating small accomplishments with the user. A note of congratulations makes them feel part of your brand family. While the achievement is fresh on their minds, you also can ask users to complete another action.

Delivering ongoing value means setting expectations and understanding the user’s business goals. When tackling the onboarding process, strive to guide the user to a positive outcome.

2. Feature Product Updates

Alienating trial users is one mistake businesses make when interacting with this specific group. Giving them limited information won’t help them become customers faster.

While you may attempt to create exclusivity, trial users don’t like hearing the phrase: “Oh, you’re just a trial user. That’s unavailable to you.” Instead, look for ways to involve them in your brand community.

Work with your team—product, marketing, and sales—to include trial users in announcements about your application. It’s an effective way to show these potential customers that your product is constantly evolving, and you want them to be part of your growth.

Broadcast new product features within the application to encourage immediate use. Make sure to give specific instructions on how to use the feature and how it will benefit the individual. If not, you risk them ignoring every message you send.

Try giving simple examples to exhibit the ease of use. Depending on the complexity of the feature, you may want to add screenshots or a short video tutorial.

Check out the example below from Slack. When the company announced its video call feature, the message contained simple steps for users to follow.

Moreover, …read more

Source:: Kiss Metrics Blog