In July and August 2024, we noticed a surge in the number of installs for Koalify (our app to simplify HubSpot deduplication. While this growth was exciting, there was a catch: our conversion rate from free trial to customer was lagging. It became clear we needed a more efficient way to follow up with trial users and move them seamlessly through the funnel. We implemented two key changed that transformed our process and led to a huge increase in our conversion rates.
1. Enabling Touchless Conversions with Stripe
Previously, I was manually creating payment links in HubSpot for each active trial and sending them via email. This process was time-consuming and required my direct involvement for every conversion, a bottleneck we couldn’t afford as our trial user base grew.
We initially explored using HubSpot’s payment links and subscription features, but limitations in the API and the fact that Stripe was still processing payments in the background led us to rethink our approach. Instead, we decided to fully migrate to Stripe.
With Stripe, we embedded a checkout link directly into the settings page of our app, enabling users to upgrade seamlessly without needing to wait for an email or interaction from us. This shift to touchless conversions saved time and allowed users to manage their Koalify subscription themselves.
2. Automating Nurture Flows for Better Trial Engagement
Simply adding a checkout link wasn’t enough. We realized most users wouldn’t install Koalify and immediately navigate to the checkout page on their own. To bridge the gap, we implemented an automated nurture flow designed to guide trial users through product discovery and ultimately conversion.
Here’s how we did it:
- We synced key product usage data with HubSpot, giving us insights into how each user was engaging with the app during their trial.
- Based on this data, we tailored onboarding emails to address specific scenarios, such as highlighting features users hadn’t yet explored or providing solutions to common pain points.
Previously, I was manually following up with trial users using HubSpot sequences, a process that required significant time and effort. Transitioning to a fully automated nurture flow meant letting go some control but ultimately created a more scalable and user-centric experience.
The Results: Higher Conversion Rates and Faster Conversions
These two changes: first, enabling touchless conversions with Stripe, and second, automating our nurture flow with HubSpot, delivered remarkable results. We not only doubled our conversion rate from free trial to customer but also significantly reduced the time it took to close.
By simplifying the conversion process and personalizing communication for each user, we created a smoother, more engaging onboarding experience while scaling our efforts to meet increasing demand.
