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Shanann 05-12-15


Company: Buildium (Produced by Clearhead)



How many SaaS sites have you seen with a long scrolling pages and half a dozen "Free Trial" buttons peppered throughout? If everyone is doing that, they must work, right? But, how qualified are these leads? Well Buildium wondered what would happen if they asked for MORE information from their free trial‐ers. Counter intuitive to demand generation, perhaps. Disruptive and potentially risky, as well. This test also required us to build an entirely new, multi‐step survey and homepage experience for Buildium all within Optimizely! 



* Completely redesigned their homepage and their signup flow.
* Allowed them to get MUCH more personal user information that not only led to more initial trial signups, but allowed their sales team to better convert free trial customers to full paying customers.



* Free Trial Signup rate lift (survey with nav variation): 5.14% lift over control Reduced bounce rate (Survey with nav variation) by 35.71%
* Conversion to paid subscription: Grew by 4.20%
* Monthly recurring revenue: Grew by $6.17, which is 11.05%


You can see the full executive summary attached. 



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