Turn trials into signups

They'd gone inactive. So we offered each and every one a free, 3-month upgrade to the Pro plan.

Then, as the end of their trial approached, we used Intercom to deliver a friendly reminder of the benefits of keeping their upgrade going—by converting to a paid member.

We chose an in-app message via Intercom as the medium, hypothesizing that someone who has just logged would be more likely to upgrade to keep the benefits outlined in the copy, as compared to someone getting the reminder via email.

In writing the content, I wanted to achieve a couple of goals:

1. Contextualize by reminding people of the upgrade they'd received
2. Incentivize by highlighting the benefits they'd already experienced with their free upgrade
3. Clarify what happens if they decided not to upgrade

And of course, provide a clear course of action—not to upgrade, but to stay upgraded.

Finally—and I admit this is a little cheesy—I used a little tip I'd recently read about sign-off copy. Turns out that homonyms can affect people's decision-making, so I signed off with "Bye now!"

Seems like it might've worked.

• Funnel mapping
• Messaging guidance
• Copywriting