We led the launch of Productiv's self-service offering end to end: a full-feature free trial that steps down to a basic plan, an in-app signup, a Segment-based data structure, role-based A/B tests and a Bowling Alley communication plan across in-app and email. Signups went from 0 to 1,750+ in under 3 months, and form-to-completed-onboarding conversion rose 21 percentage points.
Productiv needed a self-service offering: a way for high-value users to sign up, see the product and convert without a sales cycle. There was no existing self-serve funnel to optimize, so every piece had to be designed and built.
The two risks were the usual PLG killers: users dropping off between form submission and completed onboarding, and a trial experience that did not show enough of the product to earn the next step.
Seven workstreams across product, data and lifecycle messaging. The diagram shows the user path, the engagement layer and the data layer underneath.
Led the launch end to end, from requirement gathering to go-live.
A data structure integrated with Segment so data flowed cleanly into marketing automation for personalization.
Worked with Product and Engineering to design the free trial for a premium user experience.
The underlying data infrastructure plus messaging and pricing strategy.
A trial that showed the full feature set, then moved users to a basic plan to keep them engaged.
In-app messaging and email outreach combined so users got consistent nudges at each step.
Signup moved in-app; A/B tests personalized onboarding by user role and function.
Enter your signup volume and onboarding completion rate. We add the same 21 percentage points this launch recorded and carry it through to revenue.
Defaults are illustrative; 580 signups per month is roughly the pace of 1,750 in 3 months. The ARR line assumes no churn across 12 monthly cohorts.
Results as recorded for the launch window of under 3 months.
| Metric | Result | Context |
|---|---|---|
| High-value signups | 0 → 1,750+ | In under 3 months |
| Form submission to completed onboarding | +21 pts | Percentage points, after moving signup in-app and A/B testing by role |
| Onboarding drop-off | Reduced | In-app signup captured intent without email confirmation |
| Role-based engagement | Improved | A/B insights used to customize user journeys |
| Stack integration | 5 tools | Segment, Intercom, Amplitude, Marketo, Salesforce |
The trial exposed the full feature set, then stepped users down to a basic plan instead of a hard stop. Users kept a reason to stay.
In-app signup with no email confirmation captured intent at its peak. That is where the 21-point onboarding lift came from.
A Segment-based data structure meant every A/B test and every Bowling Alley message ran on clean events from day one.
We launched a self-service offering from scratch: a full-feature free trial stepping down to a basic plan, in-app signup without email confirmation, role-based onboarding tested with A/B experiments, and a Bowling Alley communication plan across in-app and email, all on a Segment-based data structure.
Our framework for sequencing in-app messages and email so users keep moving toward activation. See the Bowling Alley framework.
Conversion from form submission to completed onboarding rose by 21 points; for example, from 40% to 61%. It is an absolute change in the rate, not a 21% relative change.
Every extra step loses users. Moving signup in-app captured higher intent and kept users engaged without the email confirmation step, which reduced onboarding drop-off.
Segment for event data, Amplitude for product analytics, Intercom for in-app messaging, Marketo for email and Salesforce as the CRM.
Yes. See our PLG growth team, and pricing for how pods are structured.
We will walk your signup-to-onboarding path and show you where users drop and why.
30 minutes with a GTM systems engineer. You leave with a read on where your system is breaking, whether or not we work together.
We engineer growth systems. JayOh builds the RevOps architecture, GTM execution and data infrastructure that turn messy revenue operations into predictable pipeline for B2B SaaS and PE-backed teams.
