Here’s the expanded version:
Appcues conducted an analysis of their user data and uncovered a key insight: free trial users who participated in sales demos were significantly more likely to convert into paying customers compared to those who didn’t attend demos. This discovery highlighted a critical opportunity to improve their sales funnel by increasing the number of demo appointments during free trials.
Exploring Strategies to Drive Demo Participation
With this insight in mind, the team at Appcues began testing a wide range of strategies to encourage trial users to schedule demos. They initially focused on email campaigns, crafting personalized and targeted messages to entice users into booking appointments. However, despite their efforts, these email strategies failed to produce a significant increase in demo signups.
The Breakthrough: In-App Messaging
After multiple iterations, Appcues finally discovered a strategy that worked. By integrating an in-app slideout message directly into their software, they were able to capture users’ attention at the perfect moment—while they were actively engaging with the product.
The in-app slideout was simple but highly effective. It included a friendly and approachable message that read:
“Hi, I’m John, and I’ll be handling your account here at Appcues. Is there anything I can help you with? If so, we can arrange a time to talk right away.”
The message offered two clear options:
- [Request a Personal Demonstration]
- [Maybe Later]
This unobtrusive yet engaging approach made it easy for users to book a demo without leaving the platform or feeling pressured. It also gave them the sense of personalized support, reinforcing trust and fostering a connection with the Appcues team.
The Results
This simple in-app slideout message led to a 50% increase in sales demos, proving to be far more effective than email campaigns. By meeting users where they were—inside the software itself—Appcues successfully reduced friction and made it effortless for trial users to take the next step in their customer journey.
Key Takeaway
The success of this strategy underscores the power of contextual in-app messaging in driving user engagement and conversions. By identifying the right touchpoints and delivering a personal, relevant message at the right moment, businesses can significantly enhance their sales funnel and improve user experience.
The lesson is clear: If you’re struggling to convert trial users into paying customers, consider leveraging in-app messaging as a way to connect, offer support, and guide them toward taking action.
Source: Appcues