Conversion has helped FreshBooks to:
- Uncover behavioral insights to create meaningful customer experiences.
- Validate these insights through a rigorous experimentation process.
- Implement the proven customer experiences to grow their business.
“Widerfunnel [Conversion] are the leaders in customer experience optimization. They’ve helped us maximize the value of our testing and personalization tools by not only designing great user experiences and experiments but also implementing rigorous methodologies for our team.”
– Matt Mitchell, Sr. Manager of Digital Marketing, Freshbooks
FreshBooks was looking for a reliable way to grow their customer base and expand their business. To achieve this, they needed to increase the number of trial sign-ups and attract the right audience to subscribe. They were looking to optimize their acquisition experience effectively and achieve immediate results.
Justifying the cost of experimentation
Their greatest hurdle was their ability to justify the expense of their new experimentation tool and budget required to build an experimentation team and run an effective program. They understood the value and opportunities it could generate, but were unsure about how to measure the business impact to justify their decision.
Lacked expertise and processes for an impactful experimentation program
FreshBooks had implemented a new and robust testing tool and thought it would be the answer to their experimentation woes, but soon realized that they were unable to use the tool to its fullest potential. They continued to struggle with achieving significant results. They lacked the necessary processes and expertise to strategize, prioritize, and build an impactful and sustainable experimentation program that can scale with the business.
Data tracking and analysis for meaningful insights
The only clear tracking in place was the sign-up conversion rate, but the team was unable to identify the specific factors that would cause the rate to fluctuate during their own experiments. The team needed direction on the best way to track progress and analyze their data to make informed decisions on how to improve their website experience and increase trial sign-ups.