Find out when and why customers convert between product tiers with Conversion History main image
May 12, 2022

Find out when and why customers convert between product tiers with Conversion History

Sarah Barnekow

Sarah Barnekow

In this product update, we introduce Conversion History: a new feature that helps revenue teams dial in their product-led sales motion by tracking conversion and providing insight on why customers move between product tiers.

Working with our customers, one thing is clear: the focus for sales is shifting to product usage and sales teams are looking for the recipe for conversion. Bringing together product usage and conversion data with Conversion History is the ‘rug that ties the room together’ for product-led sales.

Why we built Conversion History

As we onboard larger sales teams into Endgame, it means we’re getting more eyes on the product, and more wheels turning on how to approach product-led sales. We commonly see questions like:

  • What are the product signals a rep should look at to know if a customer is going to convert?
  • How many product signals should be tracked at any given time?
  • What are my highest performing segments/sales motions?

Conversion history helps answer those questions by providing product-driven insight into conversion points at each stage of the user journey. We designed it so sales teams no longer need to guess which signals matter or what the most common conversion paths look like.

Conversion history empowers an iterative approach to product-led sales, so teams can adjust  Signals and Signal Strength on the fly to observe how those changes impact conversion.

How Conversion History is surfaced in Endgame

Conversion History brings together the best parts of Endgame. It’s built on Segments and Signals and combines product usage and billing data to provide a baseline correlation between Signal Strength and Conversion Rate.

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In this example, .8% of all users have an ‘excellent’ Signal Strength, and out of those users, 7.6% have converted in the past 31 days. This provides a good gut check on how your product data and Signal Strength is configured. If you have a bunch of poor users converting at an outsized rate, you are probably looking at the wrong signals or weighting them incorrectly.

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If you click into ‘View Details’ on Monthly Conversion rate, it brings up this time-series graph that tells the story of how different accounts convert between product tiers. This is updated continuously and based on your data, so you can get an instant read on who is converting between tiers and scroll back in time to see historical performance.

How successful customers use Conversion History

Iterate on which product signals they track and their relative signal strength

Each customer segment (e.g. trial, paid, pro, enterprise) uses the product differently and the product signals that matter for each aren’t always self-evident. Conversion History is used to test initial hypotheses, providing a grounds for iteration on them over time for each segment, empowering sales teams to validate whether the changes they make impact the bottom line.

Measure the effectiveness of sales and sales assist for different sales motions

Conversion history provides a great baseline for what conversion looks like, leveraging product usage data. It empowers sales teams to measure the effectiveness of sales motions and sales assist for different sales motions (e.g. trial to paid, paid to pro, pro to enterprise). As our customers mature their operationalization of product-led sales, they strengthen their instincts on resourcing and how that improves the throughput of their funnel.