How Procare increased closed deals up to 70% using Pendo
Procare Solutions at a glance
For over 30 years, Procare Solutions has been dedicated to empowering early childhood educators by providing products and services that enable them to focus on the care, safety and education of children.
Challenge
Procare needed to optimize upsells by surfacing personalized solutions, in-app to the right customers at the right time.
Pendo’ing it
Procare increased upsells with enhanced targeting and deep insight into their customers using In-app Guides and Analytics.
Results
With a steady stream of leads for the sales team, right-time messaging helped build product-qualified leads to become 90% of all leads for their new product.
Contents
What happens when you need to communicate with incredibly busy people who are on their feet all day wrangling toddlers, all while trying to run a business?
Procare Solutions offers childcare software that helps over 37,000 businesses nationwide communicate with parents, stay compliant, track activities, and manage staff. For 30 years, they’ve evolved with the industry and now deliver an all-in-one platform to support customers and streamline operations.
Melissa Skrbic-Huss, Director of UX/UI at Procare, focuses on creating and improving the end-to-end user experience for customers. Communicating with customers while they’re in-app is the most efficient way for Procare to get its message across, but finding the right message at the right time for the right person can be a challenge.
We really think a lot about the end-to-end customer experience and how we can provide the right information at the right time.
Melissa Skrbic-Huss, Director of UX/UI at Procare
Pinpointing upsell opportunities with data
Procare wanted to promote their Digital Curriculum product as the first solution they upsold on the platform. Digital Curriculum provides educators with an accredited curriculum to use in the classroom. While this solution is discussed with customers during onboarding, most aren’t ready to move forward until they’ve used the Procare platform first. They might forget about it as an option, or get too busy, to search for more Procare solutions due to their hectic schedules.
To find the right customers and optimize upsells for Digital Curriculum to, Skrbic-Huss leveraged data from Salesforce and product usage data to create segments of likely-to-buy users based on their in-app behavior.
Once the customer segment was identified, Skrbic-Huss automated Pendo In-app Guides on relevant pages so when users clicked the Guide, they were shown a model with the upsell’s value proposition and a call to action to talk to sales.
Leveraging success metrics and user behavior for future targeting
After their initial launch of Guides to promote Digital Curriculum, the team monitored progress and used Pendo Analytics to determine how much growth the Product Qualified Leads (PQLs) generated. “This is where it was really critical to continue monitoring our progress,” said Skrbic-Huss. “Creating segments is not a one-and-done activity.”
They used Data Explorer to analyze the customer path that led to the Digital Curriculum Guide upgrade message. Then, they looked at usage within the app once those targeted customers started engaging with Digital Curriculum. This data allowed them to compare behavior by segment so they could improve both the upgrade messaging and overall product experience for other potential Digital Curriculum users.
Skrbic-Huss also used Pendo Session Replay to get a holistic view of the user journey for those users who decided to upgrade. “Session replay was critical in providing us insights as we tried to understand how users discovered and adopted our curriculum solution,” said Skrbic-Huss.
Creating a steady lead stream for the future
Since implementation, Procare has seen a significant increase in leads and funnel conversions within the product, thanks to A/B testing different messaging and visuals within the guides. PQLs now make up over 90% of overall leads for the Digital Curriculum upsell. This increase in leads contribute to up to 70% increase in sales-closed numbers.
Additionally, Guides have enabled their customers to discover solutions that address their pain points and adopt new features more quickly. For Skrbic-Huss, Pendo has become an invaluable resource they will continue to use to help figure out exactly what their customers need. “We think of Pendo as an essential extension of our software solution—it’s indispensable to our operations and handles critical tasks with remarkable efficiency.”
