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When to Charge

🎯
Goal: To nudge the users across different inflection points to upsell or cross-sell
 

Product Insight:

  • For users signing up via the website, the product onboarding journey does not have an AHA moment until they see the product in action.
  • For Enterprises the AHA moment comes when they see the demo, during the CSM onboarding and when they see the product in action
 

User Insight:

  • For Start-ups and SMBs using Free plan, there is no incentive to move to a paid plan unless the number of sessions goes up for them
  • MSMEs find it valuable to increase and scale, however, the pricing is high and the tool does not work for mobile apps
  • MSMEs and Enterprises believe that the time spent on viewing the screen recording is high making it time-consuming to get insights
  • Support function is extremely poor and they have long waiting times to get basic support
  • Competitors provide features like Funnel and Trend in lower tier plans also. Hotjar have this in Observe Scale only as of now.
 
 

The rationale that we are approaching Who to Charge is:

  • ROI-based Approach: How does Hotjar help to achieve early ROI by improving conversions?
  • Time-Saving based Approach: How does Hotjar help to achieve efficiency and scale with the Product Insights tool?
 

Approach:

  • Review the onboarding flow for Start-ups and SMBs to create the AHA moments early-on
  • Introduce Discover - AI-powered insights feature
    • for Start-ups and SMBs that are on the Observe plus paid plan and nudge them to move to Business Plan
    • for MSMEs and Enterprises to help them save time and invest more
  • Introducing Assist- an AI-powered support feature, for all paying users to save time by answering queries on the fly - no more searching required, by providing relevant info for support queries
  • Introducing a new plan at a lower price point with more sessions, filter and segment data feature to help users derive more value.
  • Moving limited funnels and trends in business plans for solving most common use cases to nudge customer to upgrade from Observe Plus at slightly higher cost than the current plan
 
 

How do users experience Perceived Value:

The current onboarding flow delays the AHA moment right to the moment when the user starts using the product. We are proposing the below flow to reduce the steps taken for the user to reach the AHA moment
 

New Onboarding Flow:

notion image

Observations:

While we have reduced the onboarding steps, and the user has experienced the core value proposition, the user has yet not experienced the perceived value. Perceived value is experienced by the user only when:
  • They see their first 5 heatmaps or Screen Recordings
  • They are able to make changes in the user flow and see changes in the conversion
  • When the site feedback is positive across the entire funnel
 
 
 

When to charge: Free trial to Paid conversion

(perceived value graph)
 
User Insights:
  • It is known that India is a price-sensitive market
  • Users will not pay for Hotjar unless they experience the perceived value(seeing Heatmaps, Screen recording)
  • Users will like to pay the lowest cost(higher discount than the usual 7%) to get the highest value(more features, more sessions, support)
 
📢
Hotjar offers a 15-day free trial for all its products, however, customers can also move to a forever free plan after the trial OR start with the forever free plan from get-go.
 

✅  Things to be done:

Pricing Plan: Offer more for less:

Introduce a special pricing plan for Start-ups and SMBs to experience the benefits of the paid plan and create stickiness with the product. This pricing tier will not be available to all users signing up from the website but only for core users on a free plan to convert them to paid. These users have subscribed to Hotjar for 6 months.

Nudge at important inflection points:

We will nudge free trial users at different points of their use to push them towards converting into a paid customer:
Trigger for Nudge
Type of Nudge
Where to Nudge
Content to Trigger
When they view their 5th screen recording
Result Based
In-app, Email
When they hit a paywall for the filters feature
Feature-Based
In-app,Email
Exploring filters for your screen-recording and heatmaps? Upgrade to Observe Plus at at special offer with 45% discount. Sign-up today
During their free trial, on the 7th day
Time Based
In-app, Email
Hey, we hope you are enjoying using Hotjar. Your free trial ends in 7 days and we thought you should check out this special offer that we have for you. Click here!
During their free trial on the 12th Day
Time-Based
In-app, Email
Hey, we see that you are getting insights from Hotjar. How about subscribing to the paid version and get access to Filters, Hotjar’s AI based support, Assist and many other features. Click here to view your discounted price
On the 15th day of the trial
Time-Based
In-app, Email
Hey, today is the last day, but can be the first day of being associated forever. Click here to view our limited period offer to help you make the most of the tool
After 1,3,5 days of the free trial ending
Time Based
In-app,Email
Hey, we hope you found value in using Hotjar’s free trial. We have a limited-period offer to help you experience our premium features like Filters, our AI-powered support search at a 45% discount. Sign up today.
When they are looking for support FAQ
Feature-Based
In-app, Email
Hey, Hotjar has recently introduced Assist - its AI powered support function to provide real-time support to its users. Click here to subscribe!
When they convert to forever free plan
Activity-based
In-app, Email
Hey, we are glad to be your product insight tool of choice! Our paid users experience 3x more value by using Filter, Hotjar Assist and get summarized insights via our Discover tool - AI based insights from screen-recordings. Click here to view the special pricing offer we have for you
5 days after converting to forever free
Time-based
In-app, Email
Hey there, just popping in to check if everything is good in the hood! Our special pricing offer got even better! Get up to 45% discount on signing up in the next 5 days. Click here to view plans
On checking the pricing plan
Acitivity-based
In-app, Email
Hey there, were you looking to upgrade? We have special pricing plans designed for Start-ups and SMBs to gain the maximum value. Click here to learn more!
When they log-in
Activity-based
Pop-up
Interesting User Insights Awaits! Do you know that ABC Company (same industry vertical as the target user) saved 10% of their time and improved conversion by 5% within 90 days by acting on the Insights. Upgrade to learn more!

Email Copy after 5 days of using forever free:

 
✉️
Mock up
notion image
 

When to Nudge: Upsell and Cross sell

Goal: To convert Enterprise and MSME core users to a higher pricing tier
 
Inflection points for upselling and Cross-Selling for Core users of the product:
  • When the user hits a paywall for a feature upgrade
  • When the user visits the pricing page to evaluate other pricing options
  • When the user tries to add a new domain for evaluation
  • When a user begins evaluating a new URL and is using screen recordings extensively (viewing more than 10 recordings a day)
 

Mode 1: Nudge at important inflection points within the product: For Enterprises and MSMEs on an existing plan

Trigger for Nudge
Type of Nudge
Where to Nudge
Content to Trigger
When they view their 10th screen recording in one day
Result Based
In-app, Email
Hey, have you explored Discover? Our AI-powered insights feature helps you get quick insights from your screen recordings saving you time and allowing you to focus on only the important ones. Click here to subscribe
When they hit on Assist within the platform
Feature-Based
In-app,Email
Looking for support? Hotjar Assist provides you with real-time support for all your queries, without having to leave the platform. Upgrade now!
When they explore pricing plans
Activity-based
In-app, Email
Hey there, were you looking to upgrade? We have special pricing plans for you to gain the maximum value. Click here to learn more!
When they add a second domain to evaluate
Activity-based
In-app, Email
Hey, looking to add a new domain? Get a loyalty discount on signing up for your second account. Click here to view your special pricing plan.
When they log-in
Activity-based
Pop-up
Interesting User Insights Awaits! Do you know that ABC Company (same industry vertical as the target user) saved 10% of their time and improved conversion by 5% within 90 days by acting on the Insights. Upgrade to learn more!

Mode 2: Nudge at important inflection points within the product: For Enterprises and MSMEs on a free trial

Trigger for Nudge
Type of Nudge
Where to Nudge
Content to Trigger
On the 15th day of the trial
Time-Based
In-app, Email
Hey, today is the last day, but can be the first day of being associated forever. Click here to view our limited period offer to help you make the most of the tool
After 1,3,5 days of the free trial ending
Time Based
In-app,Email
Hey, we hope you found value in using Hotjar’s free trial. We have a limited-period offer to help you experience our premium features like Discover - our AI-powered insight, Assist, our AI-powered support search at a discount. Sign up today.
When they convert to forever free plan
Activity-based
In-app,Email
Hey, we are glad to be your product insight tool of choice! Our paid users experience 3x more value by using Filter, Hotjar Assist and get summarized insights via our Discover tool - AI based insights from screen-recordings. Click here to view the special pricing offer we have for you
5 days after converting to forever free
Time-based
In-app,Email
Hey there, just popping in to check if everything is good in the hood! Our special pricing offer got even better! Get upto 45% discount on signing up in the next 5 days. Click here to view plans

Mode 3: ABM team follow-up via Emails for Enterprise and MSME customers on a Free Trial

Value Driven Approach

Process:

Value Driven Approach
  1. Sales team with reach out to the key users, influencers and decision-makers of the Enterprise after the demo
  1. Sales team will introduce the Customer success member who will assist with trial account set up
  1. On 10th Day, the sales team to send a follow up email to get feedback on the trial
  1. On 15th day, the sales team will reach out to the Enterprise team to nudge for purchase
  1. Setup a meeting with the key Stakeholders
  1. Identify the gaps and provides the solution
  1. Leverage Most Valuable Features
  1. Build Relationships and develop Trust with all the key stakeholders
  1. Showcase the Value - ROI and Efficiency achieved using the Key features
  1. Offer Custom Plan with Special Pricing for Year 1

Email Campaign:

After Demo:

📧
Dear Chetan, I hope you are well since we last spoke. I wanted to reach out to you to introduce you to Max, your Customer Support person who will assist you in setting up your free trial account. Max will reach out to you in the next 24 business hours and walk you through the process of set up. Should you need anything from me, please do not hesitate to reach out. Regards, Alex Hotjar Sales Champion

On 2nd day of the trial:

📧
Dear Chetan. I hope you are enjoying using the Hotjar Business Plan features. I wanted to introduce you to Assist, our AI powered support function. Assist is powered by GPT and helps our users get access to support real-time and at a click of a button. You can access it from your application, when you hit the Assist button. This feature is only available in our Observe Plus plans and above. If there is anything that you need more details on, or if you have any queries that Assist cannot answer, please reach out to Max or me and we will be happy to support. I will be in touch again in a few days. Kind Regards, Alex Hotjar Sales Champion

On 10th day of trial:

📧
Dear Chetan. I hope you are enjoying using the Hotjar Business Plan features. I wanted to check how the trial is going and if there is anything that I can assist with at the moment. Also, I wanted to introduce you to Discover, our AI-powered insights feature that helps you get insights from your screen recordings, so that you can invest your time in watching the most relevant one. Tata Motors used this feature and was able to improve conversions by 5% in the first 90 days. This feature is only available in our Business Plan and above. You can view this right beside your screen recording when you hit the Discover button. I will be in touch again in a few days. Kind Regards, Alex Hotjar Sales Champion

A day before the trial ends:

📧
Dear Chetan. I wanted to pop-in to your inbox to let you know that you are one day away from completing the 15 days of the trial. I hope you have found it valuable. I wanted to arrange a call with you to understand your feedback and how we can form a more longer term partnership. Please let me know a few suitable date/time slots for us to connect. If you prefer to use calendly, please click here to book a meeting. I I look forward to connecting with you. Kind Regards, Alex Hotjar Sales Champion
 
 
 
 
 
 
 

⬅︎ Who to Charge?

How & What to Charge? ➡︎

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