We catch up with Reyanna Fayyaz who leads self-serve at Box. One of the things a lot of companies struggle with is how they can provide a touchless experience for customers to both onboard themselves to the product, and upgrade to a paid account.
Well fear not, Reyana is here to provide us with learnings from her experience doing this with Box.
We talk to Reyana about:
- What parts of the customer experience for enterprise companies will be moved to touchless (no humans involved).
- How Box match user intent with the signup experience
- The gamification tactic that helped Box to increase conversions of their web trails by 32%.
Highlights from the Show
[3:20] Box segment their customers on contract size. Those below a certain threshold are considered self-serve or touchless.
[4:25] There are a lot of ways people can sign up for Box, free trial, enter a demo environment, or straight up purchase the product.
[5:45] The goal of the self-serve team is to both monetize users who are not suitable for enterprise accounts in a touchless way, and for those that are a good fit, get them to consume more product so they'll upgrade to higher tiers.
[6:50] Box work to match signup motions with how someone wants to buy the product:
a. People with high intent will buy the product
b. People who are still evaluating can use the free trial
c. People who use the demo environment are still non-committal on weather Box is the right fit for their needs. They want to see the product in action before they upload any of their data.
[8:30] The conversion rate for someone on a free plan has a very low conversion rate to an enterprise account.
[9:30] Reyana has found it's possible to move some of the enterprise sales experience into self-serve, primarily the things that are lower strategic transactions. For example, the purchase of more seats is something companies will do without having to speak with a sales rep.
[10:50] Another example of a low sale strategic transaction is the purchase of onboarding.
[13:35] Reyana thinks more and more customer onboarding can be moved to a touchless experience.
[15:20] Box has three main use cases that they onboard people to. They let people self-select the use case their most interested in.
[17:00] The Box team decide on those three use cases after doing extensive user research. Both their product and marketing teams regularly take customer calls to that feedback.
[20:30] Reyana walks us through the product gamification framework that influences five key areas:
a. Audience: Who are your audience, and how do they make decisions?
b. Need: What need is your product filling?
c. Emotional State: What are your customers feeling at this moment? How did they get here?
d. Familiarity: Is this something they've done before?
e. Tone: Does this messaging resonate with your customers?
[23:55] Understanding your user's emotional state is the most part. To do that requires a lot of user research and empathizing with your users as they navigate your product.
[28:00] One of the experiments Reyana and her team ran was to gamify Box's free trial experience. They would reward users with a more extended free trial period for completing specific actions. The results exceeded Reyana's expectations. The web trial conversion rate increased by 32%.
[30:00] Reyana and team have taken that learning and started applying it to other places in their product experience. You can now unlock more storage for completing specific actions.