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.
Project Type: Conversion Rate Optimization, Audit & Analytics, Data Story Telling
Tools Used: Segment, GA4, GTM, Looker Studio
10%
paid subscriptions increase
10%
rise in paid subscriptions by pinpointing high-converting features.
3
key features identified as primary drivers of trial conversion, guiding product roadmap
MARQ
Drive Conversions
Conversion Rate Optimization
The Challenge
Marq was keen on understanding which features free users found most compelling.
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The primary questions included: Which features prompt a free user to transition into a paid trial?
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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
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Examination of specific feature engagement provided insights into conversion rates.
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Some features significantly outperformed the baseline, while others underperformed.
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These findings offer valuable guidance for Marq to optimize the user experience.
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Improvements aim to boost user engagement and address funnel drop-offs.
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Enhancements are expected to increase conversion rates from free users to trial users.
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Overall goals include driving growth and improving user retention.
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Insights were also used to shape the product roadmap for the next quarter.
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10% paid subscriptions increase.
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Identified the primary features driving free users to start a free trial,
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contributing to segmented user base analysis.
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Improved user experience, boosting user engagement.
We’re big on SEO, paid search, and display video. So we need data from these channels and very clear insights to improve our decision-making. MarketLytics enabled us to be better at our internal decision-making on where to spend and when..
Martijn Scheijbeler
SVP Marketing
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