Nathan Berry

So we're collecting all of that.

There's a user experience principle called gradual engagement.

And basically what it is, is if you can get people to make a bunch of simple, quick clicks, they'll get more invested before you ask for meaningful information like email address or information to sign up for an account.

So we did that.

The other flip side would be if you're brand new, it'll ask you, do you have a website yet?

If they say yes, okay, is it Squarespace, WordPress, Wix, whatever.

So now what we can do is we can start to break out cohorts.

Instead of just looking at the overall trial-to-paid conversion rate, we can start to break it down based on, oh, the people who are total beginners, don't even have a website, don't have a single email subscriber, no surprise that they're churning.

But then we can see that, ooh, okay, people with 5,000 subscribers moving over from MailChimp,

maybe they're turning at a higher rate than we want.

So basically that was turning the funnel on its head, trying to get much better analytics on that.

Um,

I would say that initially the experiment, we have much better data.

Oh, it's a, it's all live.

It's been live for about a month and a half and we've had our worst month of growth ever in June.

Yeah, and I'm also arguing that the, and this is a big internal debate, that asking the questions will not decrease the number of people that make it from account signup page to created account.

Has it in the first month?

Um, so that has actually worked out.

Oh, great.

It turns out gradual engagement in our case works.