How you can get more of your FREE users becoming PAYING customers
It’s easy to get someone to want your sample or free trial when there’s no risk or loss, but getting someone to commit with a monthly price tag is a whole new ball game.
1. Create a Sense of Urgency
- “For a limited time only”, “30-day trial”, “Try it for 14 days”; we’ve all seen or heard these conditions before.
- They not only grab the attention of your audience with the promise of a free experience, but they also pique their interest with their exclusive and urgent tone.
- Under a trial or a free plan, your audience gets to explore your offering and experience its value first-hand.
- This is your chance to make a person fall in love with your product and come to rely on it.
- If they do, by limiting their experience to a set amount of time, the user will be forced to act quickly to avoid a lapse in service or lose of their valuable tool. (They call this reaction a result of a “fear of loss.”)
- What Can You Do? Create or take your existing free plan/ trial and slap a time-limit on it.
2. Offer a Promotion
- A more subtle way of easing customers into a paid plan is by offering a premium or special promotion for doing so.
- Sweetening the deal with an added bonus incentivizes the act of upgrading to a paid plan for your user, therein by making it more appealing.
- Doing this makes your audience feel like they’re getting more value for their dollar and fear of loss urges them to act quickly as this premium may not be available at another time.
- What Can You Do? Offer users a time-sensitive discount or free gift for signing up for one of your paid plans. As the end of their trial approaches (or when they’ve been using your free plan for at least a month), email them the offer with a deadline.
3. Implement an Email Drip Campaign
- You never want to catch a person off guard when asking for money.
- Email Nurturing or “Drip” Campaigns help prevent this by gradually moving your free trial users down the funnel through educational and beneficial information.
- Drip campaigns also help keep your brand and product at the top of the user’s mind over the course of the free trial. (Don’t want to lose a customer purely because you failed to check in.)
- What Can You Do? Set up a series of follow-up emails to be sent to users periodically over the course of their trial. While, like the length of trial, the number of emails and frequency may need to be tested to determine the most effective mix, consider including the following:
- An Immediate “Thank You”
- “Next Steps”/Tutorials (describing what to do next; how to use the service)
- “Checking in”/Feedback Request
- A Discount/Special Promotions
- A Trial-Deadline Reminder
4. Optimize Your Messaging
- When people first arrive on your homepage, pricing page, or landing page, they should know exactly what they’re getting into.
- This all comes down to your value proposition and messaging.
- To avoid confusion about what you are offering, make sure your value proposition is as direct and clear as possible.
- Pricing “surprises” based on poor messaging can only fuel a user’s argument against paying for your service, so eliminate all ambigious or misleading language and paint a realistic picture of what the user can expect in terms of your product and cost.
- For example, if your free plan or trial is only for a limited amount of time, make that overtly known in your copy
- If you want your product to speak for itself before talking price you need to remove the word “free” from your value proposition and instead urge people to “Try it Now” in your call-to-action.
- With this subtle, yet powerful change, your business can bring your audience’s initial focus back to the value of what you are offering rather than a price.
- By using the word “try” in your call-to-action, your business will make it clear that the audience can only get a small taste of what your product can do for free.
- You should aim to remove as much additional friction as possible to help making the move a more pleasant experience.
- If moving from free to paid requires a lot of work on the part of the user, you are just giving them one more reason to object doing so, so make sure to take as much stress off of their plates as you can.
- What Can You Do? Put yourself in your buyer persona’s shoes and ask yourself what kind of inconveniences would deter you from signing on to a paid service or plan.
Go through your process with a fine-tooth comb and determine what small barriers could be standing in the way of free users upgrading.
“Once these have been identified, work with your team to eliminate them or find a way to facilitate the process”……says Ramona Sukhraj, IMPACT
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To Your Success,