Product Led Growth Strategy
Our product faced an imbalance with a large number of free accounts, leading to missed revenue opportunities. We want convert free to paid customers, while managing account cancellations, billing histories, and plan limitations. We needed to define our monetization strategy while still delivering an excellent user experience.
How might we refine the account lifecycle from sign-up to billing to guide our users smoothly through our plan while also incentivizing them to move from free to paid accounts?
Project summary
Impact
Redefined Cvent’s account lifecycle by shaping its future monetization strategy, leading to an 2.1x increase in paid account signups in 2024
2023 - ongoing
Features this strategy included:
Restructure login and sign-up flows
Redesign the plan selection process
Simplify account management (plan changes, cancelation, billing history)
Refining the onboarding process
Introducing new plan types, and plan limitations
In-product education/tooltips