Trial Experience

Timeline
2019 – 2020
Company
Squarespace

During their trial period, new Squarespace users are faced with learning a lot of new information and making decisions about their brand quickly. My team’s mission is to help new users find value with Squarespace during their free trial period, ultimately contributing to increased conversion rates and happy members.

To do this, my team has established a new (to Squarespace) way of working based on fast experimentation and prioritizing learning. We, along with our research team, have run successful experiences, including:

  • A survey that helps Squarespace understand customer needs and goals, with the goal of enabling users to select the best template for them.
  • An easy-to-access “Assistant” that guides users during onboarding, suggesting next steps and feature topics to explore.
  • A new onboarding flow that teaches the “building blocks” of the Squarespace editor.

While this is an ongoing iterative process, we have already seen positive impact from this work.

  • Increase in trial conversion
  • Millions of new customer data points to explore
A survey during template selection asks users about their goals, topics, and audience to guide them to the best template and uncover new insights for the team.
Users who complete the survey land in the template store with customized suggestions and a personlized header message.
Users go through an onboarding flow designed to teach them the core building blocks of Squarespace and get them excited about the possibilities of the platform.
Assistant is a persistent home in the product for guidance and education during trial.
We iterate rapidly on Assistant to discover and deliver the most valuable content for new users. This version encourages early exploration of key features.
Assistant has evolved over time as new iterations are A/B tested against previous successes.