Case Study: Precision Nutrition
Update onboarding to increase conversions from free trials
My role: Content Design Lead
on-boarding | information architecture | content audits | content-first design | conversion
Background
After transitioning from a launch-model to a free trial model, we were bringing 2x as many new users into the app.
Problem
How can we shorten all users’ TTV and increase conversions from free trial?
Hypothesis
We need a more efficient, guided onboarding experience.
Challenge
Our app already includes a Learning Center for users. According to Customer Support, the Learning Center is not adequately meeting users’ needs.
Customer Support fields many questions that are not covered in the Learning Center.
They also field questions that are covered in the Learning Center but are commonly missed in its current organizational structure. Users are getting lost in the Learning Center.
Approach
What I did:
Audit the Learning Center to tag every piece of content into categories: Keep as-is, Keep & update, Consolidate, Remove, Add.
Update the information architecture to create a guided rather than unstructured experience.
Create new formats of rich content: A guided video series and downloadable PDF 1-pagers.
Analyze the impact of these content changes through product support calls and emails.
Impact
Increased conversions to over 15%
Bonus: Increased total free trials by avg 10% per month by sharing the new content across channels.
Increased total new paid subscriptions.
Learning
Educational content that was initially created for existing users, actually served as a surprisingly good marketing tool. To continue to get the maximum value out of content, we should continue to create content that serves those dual purposes.
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