Trial-to-active up from 31% to 47%
Onboarding steps triggered by what each trial user actually did, with a person stepping in on high-value accounts.
47%
trials active by day 14
31%
→
47%
1 day
time to first value
6 days
→
1 day
−12 h
CS hours per week
20 h
→
8 h
Illustrative case study for a fictional client. Figures show how this layout presents results; they are not real outcomes. Results vary.
The problem
Formlark, a form-builder SaaS, saw most trials go quiet after day two. Customer success sent the same onboarding emails to everyone and couldn’t tell which accounts were stuck — or which ones were worth a call.
What we built
Onboarding steps now follow what each trial user actually did. Users who stall get a short, specific nudge for the step they’re stuck on; high-value accounts are flagged to a CSM with a summary instead of an automated email.
The workflow
Hover or focus a step. The amber step is where a person signs off.
Formlark · workflow (illustrative)
- A new trial starts and product events begin to flow.
- The workflow reads what the user did and summarizes where they stopped.
- If a key step hasn't happened in 48 hours, the account is flagged.
- Accounts above the value threshold go to a CSM with a summary instead of an email.
- Everyone else gets one short, specific nudge for the step they're stuck on.
01
Before
One email sequence for every trial
Stuck accounts noticed after they churned
CSMs guessing whom to call
02
After
Nudges triggered by the step a user is stuck on
High-value accounts summarized for a person
CS hours spent on calls, not spreadsheets
Trend after launch
Trials active on day 14, % (illustrative)
Stack (named as text only)
Product analytics events, Segment, Customer.io, Salesforce, Slack, Python on Google Cloud Run, a hosted LLM for summaries
"We stopped guessing which trials were stuck. The right person gets pinged at the right time."
Sam Whitfield
·
Head of Customer Success, Formlark
· demo testimonial
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