Early on in the life of StatusPage.io, their conversion rate from trial to paid sat at 5%. When you’re a new company, no one knows about you. You move mountains to get 100 people in the door. Thirty days later, only 5 of them become paying customers, and you have to get back to mountain-moving to bring in another 100 people. That can hurt. The bright spot for StatusPage.io was that when prospects did dig into the product and go through the somewhat lengthy setup process, they stuck around. In the life of the company, average monthly churn has never gone above 3%, and over the last 8 months, they’ve performed at 1% churn. The StatusPage.io team knew that they’d built a useful product that filled a real need. They just needed to get customers to really try the product to get to that realization too. So they turned their focus to improving their trial onboarding, and those changes ultimately increased their conversion rate by a whopping 2.4x from 5% to 12%. Here’s how they did it.

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