Victor Ekelund started Albacross, SaaS that tells you who is visiting your site back in 2014.

They have since raised $3.7m and have 000's of customers around the world.

How?

This posts explains...



Like many SaaS businesses,
:

And like many SaaS businesses,
used to have a sub-optimal conversion from free trial to that user adding the required code to their site to track leads: 25%.

This conversion rate has a massive impact on the next stage of the funnel: conversion to a paid customer.

Just like bumpers on a bowling alley guide the ball down to the pins, Albacross erected guidelines for their free trial users to activation.

They start by influencing behavior pre-signup.

Few SaaS customer testimonials include a solid, external metric achieved by the customer, but this one does: 700 cold hard leads generated with Albacross:

Upon login, you get two choices:

I'm assuming here that the majority of people will choose to "Start Getting Leads" so let's dive down that route:

There are three things happening here to influence user progress:

1. This headline breeds confidence by showing the user that they are very close to the thing they want: "new leads"
2. This progress bar also increases confidence by showing the user what they still need to complete
3. If the user gets confused, they can simply book in a demo with a team member

They then send an automated
to those individuals that get to this page, but don't install the code:

Instead of leaving the user to figure out how to activate in a sea of features, Albacross have erected bumpers to guide their free trial users down to activation.

Increasing this conversion rate from 25 to 39%, which will have a drastic impact on the crucial conversion from free trial to paid customer.

In turn, drastically improving their unit economics.

What did we learn?

Visualize a bowling alley when you next review your onboarding sequence... what barriers can you erect to minimize the amount of time and steps it takes to activate?