Improving Email Engagement for Loop11’s Free Trial Users

Overview

Loop11 is a usability testing SaaS platform that enables businesses to conduct moderated and unmoderated user testing on websites and apps. Offering a 14-day free trial for users to experience the platform, Loop11 wanted to ensure trial users fully understood the platform’s potential and converted into paying customers.

Recognizing the importance of a strong onboarding experience, we set out to ensure that free trial users had a smooth start and were engaged from the very first interaction.

We conducted a series of A/B testing experiments on their onboarding email series, focusing on refining email communication to improve user engagement and guide new users through the platform clearly and effectively.

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A/B Testing the Welcome Email

We optimized the welcome email to make the message more helpful and encouraging, guiding users to explore the platform’s features.

By motivating users to engage more with the platform, we aimed to boost their confidence in the tool’s ease of use and value, ultimately encouraging them to subscribe to a paid plan after the free trial.

Over the course of 6 months, we tested different elements of the welcome email to determine which version drove the most engagement. These changes included:

• Adding useful information on how to make the most use of their free trial.
• Including a video explainer to guide users through setting up their first usability test project.
• Highlighting the key benefits of using Loop11’s platform in simple, actionable steps.

The Results

This experiment resulted in:

• +9% increase in email open rates: More users opened the welcome email, thanks to improvements in subject lines and preview text.
• +10% increase in email clicks: The addition of visual graphics, a video explainer, and "Create Project" buttons motivated more users to explore the platform.

These improvements to the onboarding communication led to increased engagement, enhancing the likelihood of converting trial users into long-term paying customers.

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Want Similar Results For Your Email Campaigns?

Contact us for a free consultation, and let’s explore how we can improve your email campaigns or onboarding process through strategic optimizations.