By Miylie Roan
At our September Huddle, Mike Shafland gave the team a detailed look at where our free trial program stands, what's working, what isn't, and what we're doing about it. I want to make sure everyone has a clear picture of what was shared because it connects directly to the work a lot of us are doing every day.
The trial landing page is being simplified. A two-step signup is being tested where users enter just their email first, then complete the form, reducing the visual overwhelm of filling out multiple fields at once. Trust signals like our TrustPilot rating are being moved closer to the primary action button. Firm logos are being added to build credibility.
The email nurture workflow is being completely redesigned! The old emails asked users to do too many things at once. The new version focuses on one clear action per email, starting with getting users into a course as quickly as possible. Michelle Ramires led a lot of this work and it shows.
Paid search is being reinvested. Now that we have a new agency in place, the goal is to drive more users to the trial landing page and restore the volume of trial starts we've been missing.
This is a reflection of true team effort. The more we understand what's happening across the business, the better we can support it from every function. Thank you to Mike for laying it all out so clearly.