Bio | Madison Leonard is a seasoned pro in Product-Led Growth (PLG) with a knack for turbocharging high-growth startups (Vanta and ClickUp). As a growth and marketing advisor, she's your go-to guide for growth, whether you're a fresh startup or eyeing an IPO. Madison's all about unleashing new products, creating buzzworthy brand moments, perfecting PLG growth loops, and building top-notch teams.
Wondering how to convert free users into paying customers? Product growth teams are constantly experimenting with messaging and prompts to boost conversions. But what's in the toolkit of conversion triggers, when to use them, and what practices work best? In this blog post, we'll provide you with a framework for different conversion triggers, complete with real customer examples.
When it comes to in-app upgrades, the conversion journey is a whole different ball game compared to traditional product launches or gated free trials. Let's break it down into distinct stages, each with its own set of triggers.
Ready? Let’s convert.
In the realm of usage-based triggers, awareness isn't about flashy marketing campaigns; it's about keeping upgrade options visible within the app. Here are some examples:
Examples of Awareness triggers:
User Emotion: Neutral - it’s neither good or bad, it just exists
When to use: Persistently in the UI
Customer Example: Imagine an email marketing platform displaying an "Upgrade to Premium" button at the top of the dashboard, ensuring users always know about the premium option.
Lures are time-based triggers designed to spark users' interest in upgrading. They should be tied to specific user actions or milestones. Random pop-ups can harm your brand, especially when they appear liberally, so use lures wisely!
User Emotion: Curious or Urgent
When to use: Strategically and with heavy segmentation
Example Lures include:
Customer Example: Picture a project management tool offering a 30% discount on upgrading once a user has created five projects. A banner appears at the top of the screen, inviting the user to upgrade.
When users encounter a lure, they often assess the risks associated with upgrading. Users are naturally cautious and skeptical, so even during a conversion moment, your users will consider potential drawbacks. To address this, provide incentives to reduce perceived risks.
User Emotion: Cautious or Skeptical
When to Use: Always! Assume that a user will be intrigued yet skeptical with any upgrade lures… proactively counter with risk-free incentives.
Risk Evaluation triggers can include:
Customer Example: In a project management tool, users get a 7-day free trial of the premium plan, along with templates and guides for a seamless transition.
The hook is that "aha" moment when users recognize the value of the premium offering. It's the point where users are relieved (you’re solving their problem), inspired (thinking of all the ways your tool could be used), or delighted (with awesome experiences) via the premium features. This varies for each product and user, so tailor your triggers accordingly.
User Emotion: Delighted, Inspired or Relieved
When to use: Immediately after a user has taken action with the new
While every product’s hook is different, there are a few ways to support activation:
Customer Example: A design tool provides templates and collaboration to help unlock the ‘aha’ moment faster.
Providing value for an individual user is easy - but in B2B, you also have to convince managers, colleagues, and/or leadership before you can make the purchase.
Users need help getting things over the finish line.
User emotion: Cautious yet curious
When to use: Along the way, but especially after activation
Push reinforcements can include:
Customer Example: A whiteboard product might showcase case studies or logos of successful businesses that achieved greater productivity and efficiency through premium features.
This is the moment of truth you’ve been waiting for… their decision.
User Emotion: Confident (no matter what decision they made)
Customer Example: A chat tool ensuring you upgrade before are able to use an upgrade feature.
Discovering and deploying the right conversion triggers may seem complex, but a well-structured framework simplifies things. Understand the stages of awareness, lure, risk evaluation, the hook, and decision to customize your approach to your product and user base. The key to success is aligning these triggers with your users' needs and expectations, ultimately driving conversions and fueling product growth.
Happy converting.