Company, title, address, postal code? Are you kidding me?
When you offer a free trial of your product, you really need to ask yourself: what is the point of this trial? I can only think of two valid answers:
- An opportunity to prove to a user how valuable your product is so that they will buy it.
- A way to generate leads for your sales team.
For us at Wistia, the answer is number 1.
At some point, early in Wistia’s history, we realized that everyone who used our product really liked it. Not only did they enjoy it, but the majority of our customers used it every day.
With that in mind, it became clear that the way to sell more product was to get more people trying the product. So, naturally, we offered a free trial. How did we decide what information to ask for on our signup form? We copied other companies’ forms. Here’s what our signup form looked like:
Then we got to thinking, of the fields we were asking for on our signup form, which ones were really valuable to us? The answer was email, with phone number as a distant second.
So we redesigned our trial signup form to ask for the bare minimum, while allowing someone to enter a name and phone number if they really wanted to. Here’s what we came up with:
The result? A 25% boost in trial signups almost immediately.
We use Myna Bird to convert email addresses into account names.
I used git to rewind history to get the screenshots in this post.