Onboarding flows
First-run experiences, setup checklists and empty states that get new users to value in their first session.
Product
Let your product do the selling.
Product-led growth means the product itself drives acquisition, conversion and expansion. We join up the in-product experience with lifecycle marketing, from onboarding and activation to trials, paywalls, upgrades and retention, so more users discover value and more of them pay for it.
Overview
Growth happens inside the product, not just in the inbox.
In product-led businesses, most of the decisive moments happen in the product: the first session, the moment a user hits a limit, the point they invite a teammate. If those moments are left to chance, even great products struggle to convert free users and trials into paying customers.
We bring product and lifecycle together. We design the in-product journeys, paywalls and prompts alongside the emails, push notifications and in-app messages that support them, and measure everything against activation, conversion and retention.
Services
What we do
The levers that turn usage into revenue:
Activation metrics
Defining the actions that predict retention, and instrumenting them so you can track and improve them.
Trials, freemium and paywalls
Plan design, trial length, upgrade prompts and paywall placement, tested against conversion.
In-app messaging
Contextual tips, announcements and prompts, coordinated with email and push so customers aren't bombarded.
Expansion and referrals
Usage-based upgrade moments, team invites and referral loops that grow accounts from the inside.
Retention and win-back
Engagement scoring, habit-building prompts and win-back journeys for users who go quiet.
Process
How we work
- 01
Measure
Instrument the product and map the funnel from signup to paid to see where users stall.
- 02
Prioritise
Size the biggest opportunities across onboarding, conversion and retention.
- 03
Design and build
Design in-product changes and the lifecycle messages that support them, and ship them with your team.
- 04
Experiment
Run A/B tests and holdouts, and keep a steady cadence of growth experiments.
What you get
- Product analytics and event tracking plan
- Signup-to-paid funnel analysis
- Onboarding and activation redesign
- Trial, pricing and paywall recommendations
- In-app, push and email journey plan
- Growth experiment backlog
- Activation and conversion dashboards
A good fit if
- You have a free trial or freemium plan that doesn't convert
- Users sign up but don't come back
- Product and marketing run onboarding separately
- You want to rely less on sales-led or paid acquisition
- You're launching a subscription app
Work
Related work and reading
Products we've designed, built and shipped, and practical guides from our Resources section.
One Update A Day
A 30-second daily check-in for a more balanced life.
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Accelerating activation: getting new users to first value faster
Find your activation drop-offs, combine proactive and reactive messaging across email, push and in-app, and test your way to faster time to first value.
Read article →
Email, push or in-app? The role of each channel in lifecycle marketing
What email, push notifications and in-app messages are each best at, how to choose the right channel for every lifecycle message, and how to orchestrate them.
Read article →
Proving lifecycle marketing works: holdout groups and incremental uplift
Measure what lifecycle marketing really adds with global and programme holdout groups: sizing, worked examples, A/B testing with holdouts, metrics and dashboards.
Read article →FAQs
Frequently asked questions
What is product-led growth?
Product-led growth is a strategy where the product itself is the main driver of acquiring, converting and expanding customers, typically through free trials or freemium plans, rather than relying mainly on sales teams.
How is this different from your onboarding and activation service?
Onboarding and activation focuses on the lifecycle messaging around new users. Product-led growth goes further into the product itself: pricing, paywalls, in-app experiences and the full journey from free user to paying customer and beyond.
Do you work with mobile apps as well as SaaS?
Yes. Subscription mobile apps face the same challenges, especially around the first session, trials, paywalls and push notification opt-in, and we've built and launched our own.
Do we need product analytics in place?
It helps, but we can set it up. We'll define the events that matter and implement tracking in your existing tools as part of the work.
Contact
Let us take the stress out of managing your lifecycle marketing.
If you are interested in hearing how our lifecycle marketing services can help maximise your email channel and wider customer journey, fill in the form below and receive a FREE consultation. In our initial consultation, we will dive deeper into your unique requirements and learn how we can maximise your email channel for increased performance and conversions.