Turning free users into paying subscribers
Moah describes four iterative conversion experiments, including replacing a subscription link with a prominent red button.
Summary ·Watch at 01:59
Founder conversationLeader $5m+
The Year of Experiments: How We Added $500K at 8M ARR
Aye Moah · Boomerang
Published September 6, 2024About this resource
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What you’ll learn
Moah describes four iterative conversion experiments, including replacing a subscription link with a prominent red button. Moah explains extending the reminder window, adding emails, varying the sending cadence, and making the next step clear.
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Improving payment recovery with dunning emails
Moah explains extending the reminder window, adding emails, varying the sending cadence, and making the next step clear.
Summary ·Watch at 04:24
Trying the opposite when a test fails
After richer meeting-confirmation pages lost to the control, Boomerang tested a stripped-down page and saw stronger conversion.
Summary ·Watch at 09:10
Prioritizing experiments by impact and complexity
Moah shares Boomerang’s adaptation of RICE, replacing confidence with complexity when evaluating experiments.
Summary ·Watch at 15:20
Launching an experiment program with five people
Moah explains how a proposal template and clear ownership helped the team launch its first experiment within two weeks.
Summary ·Watch at 17:44
Trial-ending email results
“Trial ending experience High impact 3 different emails 4 Iterations $250k worth of extra new subscribers Freemium SAAS”
Dunning email principles
“Easiest Experiment - Dunning Emails No code required. Any Team can do it in one day. Increase urgency Don’t send on the same week day Clear CTA. Ideally RED BUTTON What they will lose Remain polite”
Meeting confirmation page test
“Meeting Confirmation Page Virality Good hypothesis More value prop Guess which variant won High leverage page since every meeting guest has to go through it Control Variant A Variant B”
Experiment results and lessons
“44 experiments executed YTD 19 successes 10 failures 15 in flight 2nd order effect No peeking Big swings vs. Easy wins How to start Templates Checklists What I learned From 44 experiments in 8 months Results Lessons Takeaways”
The upside of ownership
“Dividends for shareholders 4-5x returns for the investors 10 schools in Burma 6 climate tech research projects Annual hackathon week 11 patents Upside of Running This Way Owning your destiny. Dividends Donations Hackathons”
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The Year of Experiments: How We Added $500K at 8M ARR - Slide Deck
Aye Moah is the co-founder and CPO of Boomerang, makers of thoughtful productivity software that helps you focus on what matters. At Boomerang, Moah has built the product team and brought several award winning products to life. Moah was born and raised in Burma. She holds a BS in computer science from MIT.
- Company revenue
- $8M
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Slide text
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Experiment-led growth at Boomerang
SaaSOpen, September 2024 The Year of Experiments: How We Added $500K at 8M ARR Aye Moah CEO, Boomerang …by systemically implementing growth experiments
Over the next 20 minutes I’m going to show you 3 TESTS WE RAN Trial ending emails - Highest ARR Optimize Dunning sequence - Easiest Meeting confirmation page - Highest lift BOOTSTRAPPING TO $8M DIVIDENDS, PROFITS, THE FRENCH LAUNDRY Keep it simple Mythical Man-Month What’s the point of this? Dividends 4-5x returns to investors Donations & Hackathons
Improving the trial-ending experience
Trial ending experience High impact 3 different emails 4 Iterations $250k worth of extra new subscribers Freemium SAAS
Dunning-email experiments
Easiest Experiment - Dunning Emails No code required. Any Team can do it in one day.
Easiest Experiment - Dunning Emails No code required. Any Team can do it in one day. Increase urgency Don’t send on the same week day Clear CTA. Ideally RED BUTTON What they will lose Remain polite
Recovery Rate Went up ~12% We went from 29th percentile to 52nd percentile in our industry When we deployed the change
Testing the meeting-confirmation page
Boomerang does meeting scheduling Live Image of your calendar. Works across all email clients.
Meeting Confirmation Page Virality Good hypothesis More value prop Guess which variant won High leverage page since every meeting guest has to go through it Control Variant A Variant B
Go opposite direction No bright color buttons Subtle branding No marketing info How do we know to try again? Control Test
Operating an experiment system
44 experiments executed YTD 19 successes 10 failures 15 in flight 2nd order effect No peeking Big swings vs. Easy wins How to start Templates Checklists What I learned From 44 experiments in 8 months Results Lessons Takeaways
A Note on How to Start A. Well optimized across the whole funnel B. Too many ideas to test C. Nothing is optimized Risk, Impact, Confidence, Effort Quick poll on where you are
A Note on How to start A. Well optimized across the whole funnel B. Too many ideas to test C. Nothing is optimized Risk, Impact, Confidence, Effort, Complexity
Happy to share with folks Experiment Dashboard
Bootstrapping principles and ownership
Bootstrapping* Journey
Keep it simple Stay lean Remember Mythical man-month What’s the point of this? What I learned from Bootstrapping to $8M Principle 1 Principle 2 Principle 3
Dividends for shareholders 4-5x returns for the investors 10 schools in Burma 6 climate tech research projects Annual hackathon week 11 patents Upside of Running This Way Owning your destiny. Dividends Donations Hackathons
The First School We Donated 2016, Pwe Hnyet San Village, Myanmar
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Over the last 20 minutes, I showed you: … with real examples! 3 TESTS WE RAN This text should be min. 14 px So people at back of room can see Inter font. BOOTSTRAPPING TO $10M DIVIDENDS, PROFITS, THE FRENCH LAUNDRY Bullet 1 Bullet 2 Bullet 3 Bullet 1 Bullet 2 Bullet 3 3 TESTS WE RAN Trial ending emails ($227k) Optimize Dunning sequence ($50k) BOOTSTRAPPING TO $8M DIVIDENDS, PROFITS, THE FRENCH LAUNDRY Keep it simple Mythical Man-Month What’s the point of this? Dividends 4-5x returns to investors Donations & Hackathons 3 TESTS WE RAN Trial ending emails - Highest ARR Optimize Dunning sequence - Easiest Meeting confirmation page - Highest lift BOOTSTRAPPING TO $8M DIVIDENDS, PROFITS, THE FRENCH LAUNDRY Keep it simple Mythical Man-Month What’s the point of this? Dividends 4-5x returns to investors Donations & Hackathons
SaaSOpen, September 2024 Thank You! [redacted email] Aye Moah CEO, Boomerang