FREE TO PAID CONVERSIONS
Show free users what they're missing
You can never go wrong with some old fashioned FOMO. The product team at SecurityScorecard set out to promote curiosity and discoverability around paid features that free users may not have known were available. They created an in-app guide to act as an advertisement for a feature available to paid users, and served the guide only to their free users.
The guide had something for everyone: a one-minute video about their Rule Builder feature, a brief overview of its capabilities and value drivers, and an option to be reminded of this feature at a later date. The team measured the guide’s success by looking at traffic to their pricing page (where the guide CTA led) since the guide was implemented and comparing it to the previous time period.