How RunMyProcess uses its own platform to revamp the trial period sign-up process, boosting new customer conversions

The integration with Mailchimp and ZohoCRM helps RunMyProcess automate the registration process

Challenge

At RunMyProcess we wanted to increase the conversion rate during the trial period. We also wanted to do a better job of activating accounts and tracking user feedback. We were using a semi-automated system and two SaaS applications that weren’t talking to each other. Reporting was done manually.

When a new customer would register for a free trial, an account was created on the RunMyProcess platform and in Zoho. Via the platform automated emails were sent to trial users, but open and click-through rates were not tracked.

Customer sign-up information didn’t allow for segmentation; there was no way to automatically tell if the trial user was a potential corporate customer or an integration partner. As a result, the lists of new customers had to be vetted by hand and all trial users received the same emails. Finally, the existing system didn’t know when a trial user had signed up to be a fully-fledged customer.

Solution

We decided to integrate Zoho and Mailchimp into a unified business process, using the connectors and report generation tools available from the RunMyProcess platform.

First, the trial period sign-up form was updated to make it easier to identify prospective end-users and prospective integration partners. A new process was designed to detect trial projects that could benefit from help from RunMyProcess integration partners. These leads are then integrated into another application on the RunMyProcess platform that attributes them to channel partners.

Sign-up information was unified for use by both Zoho and Mailchimp. Now, Zoho automatically segments trial users and Mailchimp sends out emails based on this segmentation. The new emails contain content customized to the user’s profile. The content is designed to foster the activation of trial accounts: it includes links to tutorials, webcasts and other learning resources.

The new business process automatically monitors trial accounts, measuring conversion to paid accounts and activity levels. It automatically stops sending trial-user emails to converted accounts. It also sends out surveys using another SaaS application and collects results to users at the end of the trial period.

Trial user metrics and survey results are shared automatically by the system with the sales and R&D teams in order to improve the sales process and optimize the RunMyProcess platform.

Benefits

The new process has improved the conversion rate of trial users. This is due mainly to more targeted emails and the early hand-off of leads to integration partners. It has also resulted in less manual administration, which means that we haven’t had to increase staffing levels to handle the increased level of sign-ups and we can focus these resources on making the product and help tools better!

The survey results show improved satisfaction levels with the trial period, and especially with the quality of the email content, which users consider to be highly relevant and useful. The entire development process took one integration consultant just two weeks to complete.

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