Understanding which prospective customers are maximizing your tool to the fullest extent during a trial period can have a major impact on your sales conversion funnel. This Play provides you with an understanding of how to help your sales team know where to focus their efforts.
Step 1: Add Account details to Heap
Make sure appropriate Account level data, like name, industry, AE, trial status, and more, is being brought into Heap. This is powerful information that can be used in more ways than just this Play!
Adding this data to Heap can be accomplished through our robust Salesforce Integration or via API. For more details on how to add this to your account, check out this article.
Step 2: Segment Trial from Paid Users
Before running any analysis, you will need to build a segment of users who are part of your free trial. Think of where you track which accounts and users are paid, and which are in the trial stage, and be sure this information is brought into Heap at the user level so you can build your segment!
If you do not have this information in your Heap account already, check out our API guide.
Step 3: Analyze your features!
| Query #1 | How many Trial Accounts are active? |
|---|---|
| Graph | Number of Accounts Accounts with at least 1 Users who are in segment Trial Users – Group by: Account Name or equivalent |
Of the accounts who have an open free trial, which are active within your designated time range?
| Query #2 | Based on Pageviews, how active is each account? |
|---|---|
| Graph | Count Pageview or appropriate event – Filter: Users who are in segment Trial Users – Group By: Account Name or equivalent |
What does this tell you?
This report displays which of your accounts are most or least active in terms of pageviews (or your desired event) for a given time period.
Extend the Date Range or Add Comparison to see how pageview trends change over time.
| Query #3 | How many users in my Trial Accounts are active? |
|---|---|
| Graph | Number of Users and Users who are in segment Monthly Active Users – Filter: Trial Users – Group By: Account Name or equivalent |
This report displays the number of Monthly Active Users who are in a trial, broken out by each account in your book of business.
| Query #4 | What are the most utilized features for a specific account? |
|---|---|
| Graph | Count of Pageview – Filter: Account Name (or equivalent) Contains [Account Name] – Group By: Title |
This report displays the most popular pages viewed by those users at the company you have filtered for.
Note: Want to look at specific events, and not Pageviews?
If you desire to look at specific events, rather than pageviews, you can compare activity by creating a multi line graph. To do this, you will simply select Add Graph at the top of your build. Add as many Events as you desire here so you can directly compare interaction with those different events. Be sure to remove the Group By since it isn’t needed here!
| Query #5 | Who are the active users in a specific account? |
|---|---|
| Graph | Count Unique and Session – Filter: Account Name or equivalent Contains desired account – Group By: identity or contact email |
This report displays the individual active users at the company you have filtered for.
Step 4: Interpret your results and take action
Knowing which accounts have a lot of activity across users, which accounts have one or two active users, and which accounts aren’t taking advantage of the trial at all will impact your sales strategy, and help determine which prospects should be engaged with first.
Conclusion
Feel confident that your team is spending their time wisely by directing your sales efforts to where they are needed the most. Definitively understanding which of your prospects are engaging with the tool during a free trial, and which aren’t allows you and your team to adjust outreach strategies accordingly.