May 13, 2015

Revisiting Surveys for SaaS: Our Buildium Case Study

Problem

Buildium is a game changing, cloud-based software platform for property managers and community associations. Their homepage had been built on a well tested formula — helpful information about the product, strong value propositions and frequent, but polite, free trial offers. While this approach had worked and was being constantly optimized, it relies on the popular assumption that free trials sign-up should be frictionless and that you should not ask users for too much information. Collectively, through, we always wondered whether we could get more qualified users and a higher trial to subscription ratio by surveying them before they signed up for the trial. That’s exactly the sort of theory we love to test.

Hypothesis

We believed that a multi-step, questionnaire-driven homepage would drive more qualified leads and increase conversion rates at the top of the Buildium.com funnel.

Solution

By using Buildium.com’s long informational homepage as a control, we created a multi-page survey within the testing tool (yep! we can do that) offering a portion of their traffic a detailed, customized exploration of their needs . The test acted as a listening device, one that responded to user inputs and walked targets through a series of steps to determine whether Buildium’s software was right for them at all.

Results

Unlocking a 5.14% lift in free trial signups and reducing bounce rate by nearly 36% is when you know you’ve got a winner. It didn’t hurt that conversion to paid subscriptions grew by 4.2% yielding a recurring monthly revenue lift of 11% increase overall- per subscriber.

By putting testing, data and personalization best practices to work in a fun way, we helped Buildium validate what had been a nagging hypothesis. Their reward: an optimized platform that generated more qualified leads, even more ideas to test, valuable data, and a lead-gen experience that better reflected the brand’s friendly, assistive technology.

Click here to view the full data story.