Juice Analytics had a fantastic product but a self-admittedly underwhelming trial-to-paid conversion rate. They were thoughtful about their onboarding process, but they were too close to it and needed guidance on how to kick it up to the next level.
They contracted me to conduct a customer UX audit—a comprehensive annotated screen-by-screen analysis of the strengths of their onboarding as well as a detailed list of the actions they can take to improve it.
The result was a clear set of priorities and actions to take to boost trial-to-paid conversions.
Overview: Juice Analytics makes it easy to tell a data story
Juice Analytics gives you an easy and beautiful way to present data.
It lets you build dynamic, data-driven narratives that guide you to insights. You can use it to create presentations, [interactive infographics, marketing reports, sales pitches, and more.
It’s particularly useful for consultants because it makes it simple to present complex data, create reports, and develop persuasive pitches and proposals.
Problem: They had low trial-to-paid conversion rates
While Juice Analytics has a fantastic product and solid onboarding process, their trial-to-paid conversion rates left much to be desired. The team was sophisticated in their thinking about product-led conversion strategies, but they still weren’t sure what they needed to do to tweak their flow so it worked better.
They lacked a plan
The Juice Analytics team felt like they were spinning their wheels trying to get traction. They knew they had a market for their product, but there was a disconnect in the conversion funnel.
Zach Gemignani, Founder and CEO of Juice (the company behind the Juice Analytics product), sought out a trial-to-paid onboarding consultant:
They needed specific, actionable guidance
Zach wasn’t looking for the kind of general advice you can find around the web. He needed a clear strategy and a list of tactics specifically applied to his product.
They needed a consultant who understood the product side
They needed someone who was going to be sensitive to limitations on the development side—someone who could “differentiate between things that are easy to build and hard to build.”
Solution: An onboarding UX audit
Zach approached me for a complete audit of the Juice Analytics onboarding flow. I reviewed both the in-app experience and provided a set of practical recommendations that Zach and his team could implement to boost conversion.
Giving away too much value for free
One thing I noticed was how much value users receive for free-teams of up to three could use everything in the app. So while consultants were one of the primary target groups, there was no incentive for smaller consulting teams to pay for the software.
My recommendation: I provided suggestions for how to restructure Juice’s pricing and packaging to give free users a reason to upgrade to a paid plan.
Lacking targeted messaging
Juice Analytics is a flexible tool and can be used by very different people to do very different things. That’s a strength, but it comes with a challenge: Juice Analytics was trying to market to a number of different audiences. The result was that the messaging lacked focus.
My recommendation: I provided examples of how they could sharpen their messaging to better target the primary audience and reduce pre-sales confusion.
Results: Specific tactics Juice Analytics could implement immediately
I provided Zach and his team with a detailed UX audit as well as a presentation summarizing the findings. The audit provided a prioritized plan on how they could build an onboarding strategy that boosted trial conversion.
High-level analysis with specific recommendations
Zach appreciated that he got high-level analysis and granular recommendations:
Direction, clear priorities, and motivation
Zach appreciated the “fresh eyes” that helped Juice prioritize and focus on solving the high-leverage problems:
Professional, on-time delivery
Zach enjoyed working with a professional: