Growth HackHow Groove increased Free trials by 100%

Groove make customer support software. you might have seen their support widget on the bottom right of some websites that you visit.

I talk about a few of their growth hacks. They have an excellent blog where they share a lot about their journey and how they grew.

Measure

Groove have always put a lot of effort into their blog to get traffic. They have been pretty successful in driving traffic, but they were having trouble converting traffic into free trials (and therefore revenue).

I am not sure what tools they were using to measure traffic, but Google Analytics would do the job.

Find the bottleneck

Groove figured that their homepage conversion rate was limiting their ability to convert blog readers into customers. If they could improve their homepage conversion rate, then more of their blog readers would become paying customers.

There is a cool side effect for content creators here. If you can generate more MRR from your blog then it is easy to justify investing more into it, and creating more quality content.

Experiment

Groove changed their landing page to increase conversion rates. They went from a short design-focussed page to a long-form copy driven page.

It wasn’t a small job. They put a lot of effort into researching what makes landing pages convert, and why their customers started using Groove.

My favourite part was the customer interviews they did. They asked new customers why they signed up immediately after they signed up. The answers from this told Groove exactly what was going through their customers heads when they made the initial purchasing decision. Groove then used these answers to guide the copy on their landing page.

They ran quite a few experiments as well. For example, they came up with 50 headlines and then A/B tested their 5 favourite on the new landing page.

When the blog was written, they had roughly doubled the conversion rate of “visits homepage” to “starts free trial”.