Case Study

Identifying features that drive conversions: Uncovering Behaviors of Free Users to Drive Upgrades

MARQ is a brand template platform that enables collaborative designing for teams of up to 50 members to eradicate off-brand content and ensure consistency in all communications.


Identified the primary features driving free users to start a free trial, contributing to segmented user base analysis.


Improved user experience, boosting user engagement.

the challenge

Marq was keen on understanding which features free users found most compelling.

  • The primary questions included: Which features prompt a free user to transition into a paid trial?
  • How often does a user use a specific feature before opting for a trial?

    With a solid understanding of these behaviors, Marq would be better positioned to tailor its onboarding and user experience to boost conversions.

the solution

To address the challenge of increasing free user conversion to trial accounts, the solution proposed was to closely monitor user engagement with various platform features and compare their interaction levels to a baseline. By doing so, Marq aimed to identify which features served as effective catalysts for driving users toward initiating free trials, ultimately helping them discern the potential game-changers among their offerings through feature engineering.

the result

Examination of specific feature engagement provided insights into conversion rates, with some features notably outperforming the baseline while others fell short. These findings offer valuable guidance for Marq to optimize the user experience, boosting user engagement, addressing funnel drop-offs, and, in turn, enhancing the conversion rates from free users to trial users, thus driving overall growth and retaining users. They also used these insights to drive product roadmap for the next quater.

400+ eCommerce and SaaS brands are making better, data-driven actions thanks to MarketLytics
400+ eCommerce and SaaS brands are making better, data-driven actions thanks to MarketLytics