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UserGuiding was very intuitive and easy to install. We needed the ability to create content quickly, sometimes based on demand, and UserGuiding provides us with that option.“
Dan Harris
Product Lead @Crunch
Product
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EN
Crunch
Ensuring the success of a product-led transition – how UserGuiding helped Crunch
Selman Gokce
Content Marketing Lead
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May 16, 2024
min read
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Summary
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Crunch is an accountancy software that recently launched a freemium tier for their product based on a product-led growth approach.
Engagement and conversions in freemium users were lower than expected, so they started looking for ways to automate an interactive onboarding to guide users to value.
They used UserGuiding’s onboarding checklists, product tours, hotspots, and announcement modals to educate, engage, guide, convert, and upsell users.
After implementing UserGuiding, they’ve seen an increase in the number of add-on purchases and upgrades which was the result of improved user engagement.
It is very common for freemium users to be less qualified and engaged than free trial users and actual customers.
But that doesn’t mean there aren’t ways to ensure you’re getting the best engagement out of the freemium users and turning them into product-qualified leads.
The first step to doing so is to provide them with proper education about the product and tell them about the first steps they need to take and eliminate the confusion.
Now Crunch was accomplishing this task for their paid users and trial users by providing them with optional 1:1 onboarding calls with client managers.
In these meetings, the client managers would go over different sections of the software, explain how each feature works, and show how to complete basic tasks. It would get a new user from a point where they didn’t know how to use to product to a point where they could acquire value from it on their own.
🎯 However, when you start offering a premium plan and hundreds of new users start signing up for your product each week, comes the problem of scalability in the 1:1 video call method:
There was no way we could scale 1:1 walkthroughs, so we thought ‘well, we need something to help with the onboarding process’.”
Dan Harris
Product Lead @Crunch
When going through a 1:1 walkthrough, our client managers followed a script that guided the client on the other end with the key features. What we did was replicate the script with UserGuiding and create guides for each task.”
Dan Harris
Product Lead @Crunch
Our goal was to get free tier clients to buy add-ons or upgrades, and UserGuiding definitely did the trick and achieved what we needed it to achieve.”
Dan Harris
Product Lead @Crunch
Different teams at Crunch utilize the UserGuiding platform: our client experience team creates journeys for the onboarding of our free-tier users while the product team creates content for upselling or personalized reminders.”
Dan Harris
Product Lead @Crunch
- They didn’t only use UserGuiding for user education, but they also wanted to try and make users take certain actions. Here are two beautiful announcement modals that aim to upsell or have the user participate in their referral program: 👇🏻
Also, for Crunch, user onboarding and in-app marketing aren’t one-off tasks.They have integrated UserGuiding with their product analytics platform, Mixpanel, to provide data to and from UserGuiding.This way, they can see how the guides perform, how a certain user’s experience with their onboarding content is, and what they can do to improve.
We compared the data before and after UserGuiding content was introduced, and we saw a significant uplift in upgrades and purchases of add-ons.”
Dan Harris
Product Lead @Crunch
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The main problem that we had to tackle was user engagement, to get our free tier clients to actually use the product.”