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Scare fewer potential customers away by explaining why you require a credit card for your free trial

Source: Growth Bites

No one likes to give their credit card information away, especially for a free trial. A simple reassurance about why you need their info will build trust and increase your signups.

Potential customers signing up for Crazy Egg's free trial were stalling out when it came time to enter their credit card info. In an attempt to put these users at ease, they updated their checkout page, explaining why the info was needed (to prevent the same users from re-upping on multiple free trials) and how it would be used (no charge for 30 days). By offering this explanation, they helped customers build empathy for the policy and reduced any suspicion that the company was merely being greedy. Crazy Egg also changed the order total from "$49 per month" to the more explicit "$0 for 30 days and after 30 days: $49 per month." Together with one final adjustment to their call to action — a list of other companies that used their product, which added social proof — Crazy Egg increased their free-trial signups by 116%.

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Growth Talks: The 5-Step Strategy for Creating an Outstanding Customer Journey Map

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Companies are aware that everything in business moves at lightning speed right now. Drawing the right conclusions from customer analysis is more of a survival game!
Hence the idea that business successes and failures go hand in hand.

Every business owner can find valuable insights if asking the following questions:

• Which are the pain points of customers while using our product or service?

• What are customers thinking and feeling?

• Do customers prefer the services of our biggest competitor?

• What can we do to improve the customer experience?

Asking these questions has absolutely nothing to do with curiosity. It has everything to do with how you can retain existing customers and acquire new ones. Your actions will result in serious consequences if you don’t put your customers first. Customers are always sitting at the head of the table, and are more demanding than ever before.

The famous tool Customer Journey describes the various stages the customer goes through before, during, and after using your product or service.
Mapping the customer’s journey is a visual representation of the customer’s communication with all touchpoints. This tool helps companies to walk a mile in their customers’ shoes and to draw the right conclusions.

The 5 stages of the customer journey:

1. Awareness

2. Consideration

3. Purchase decision

4. Retention

5. Loyal customer

Find out what each of these stages includes in the blog below 👇

How to gather customer stories

Source: Demand Curve

Consumer research often focuses on opinions, not stories. That’s missing a big opportunity.

Example of research that leans into opinions, not stories:

• Asking a customer, “What’s your favorite feature of our product?”

• Instead of, “Tell me about a time when our product added value to your life.”

Customer storytelling can reveal unfiltered perspectives and add context and depth to your consumer insights. And it’s grounded in real-world usage, not hypotheticals.

A simple way to gather customer stories is through digital ethnography. That’s the practice of studying your customers in the real world—and you should be doing it regularly.

We asked Eun Suk Rafael Gi, VP of Growth at our agency Bell Curve, for tips on conducting digital ethnography. Here are three he shared.

• Join customers’ online communities: “Understand what social platforms/communities your audience participates in, and join those communities,” Raf said. “Be an active listener; better yet, be an active participant. This roleplay will allow you to spend some time in your customers’ shoes and give you a more intuitive understanding of your audience.”

• Look for patterns: Don’t just look at the words people use. Focus on the intensity of posts and comments. What do people post about most often? What do they post about most “loudly”?

• Study your own profile: Review your company’s social media accounts. Who is following and engaging with you? If followers’ profiles are public, look at what kinds of pictures, posts, and stories they’ve shared to understand what motivates them.

Get inventive with it—think through all the ways you can find, engage with, and study behaviour both on- and offline. As Raf puts it:

Thank you for reading! ✌️

We look forward to sharing more with you next week. Stay tuned!

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