This Is How I Would Help
Example 1: Improve Sign Up Conversions
Why This Works
People are looking at Basecamp because they are coming with problems. Problems with time management, problems with miscommunications, problems with documentation.
The goal of this site is to promise you can solve their problems. Just give the free trial 45 days to prove it. Highlighting a feature is one thing but explaining how the feature can solve a problem is another.
Therefore, the content needs to:
- address a customer's fears, frustractions, wants or aspirations
- prove that this product has helped others with similar problems
- offer the visitor a sign up to see to solution for themselves
Other Suggestions To Try
Eliminate the Sign Up Page
Why add an extra step? Include the sign up form directly on the homepage.
Add An Incentive for Signing Up
You guys have FANTASTIC content on productivity. Why not give away a chapter of Rework or a copy of Getting Real to encourage more sign ups?
Quantify The Value of Features
Translating value can be extremely powerful. I can create discussions? Great. I can eliminate weekly project meetings with Basecamp? Even better. Each meeting costs me $1000 an hour? Wow. Basecamp only costs $150 a month? Sold.
Example 2: Convert Free Trial Users
Why This Works
These suggestions are designed for the next step, getting their billing information.
With that in mind, the suggestions are on deemphasizing unrelated content and reducing interactions. But will this increase sales? Probably not.
The decision to buy or not to buy should've been created earlier in the sales process, when you are demonstrating value. By the time the user is prompted to upgrade and have reached this page, they should've had a good chance to create a few projects and explore the features well enough to see how Basecamp works.
Other Suggestions To Try
Offer an Immediate Discount to Trial Users
On the fence? Help them decide by offering a 50% off for 3-months, giving them ample time to become a regular user.
Add An Incentive for Upgrading
Again, why not take the opportunity to give a copy of your publications? This increases the value of the offer at a very low cost and gives a chance to build your company brand to create more passionate users.
Offer Trial Extensions
This may be a great opportunity to include an exit survey to learn about those that are interested in Basecamp but aren't ready to subscribe yet. Or perhaps it can be an opportunity to get new referrals.
WHO AM I AND WHY HIRE ME?
I am a UX designer in Vancouver, Canada.
I love the idea that design is a medium between businesses and customers and my role as a designer is to facilitate the dialogue. That's why I find design and marketing so facinating, especially when I see disconnects between businesses with valuable products and services and customer's that don't fully understand them. I see those as big opportunities.
Why hire me? Because I'm willing to do whatever it takes. I live by the philosophy that character is destiny and to be the best, I have to work with the best. I know this won't be an easy position as it requires an intimate knowledge in sales, marketing and design. Failures will be public and will be at the mercy of a large community of designers. But if these are the conditions that brings out the best, then working at 37signals is the perfect opportunity to create some of my life's greatest work.
Looking forward to hearing from you,
John Chan
Interested in chatting?
Email me at johntcchan@gmail.com
or message me via Twitter.
