Documentation Visits by Trial Users

Playbook Overview
When should you run this playbook?
Your product has a publicly accessible help center or documentation and offers a freemium or trial version.
Who to target?
Trial users who are researching topics via your documentation or help center.
Playbook goal?
Convert free or trial users to paying customers. Use website visitor information to target trial users who have been reviewing your product documentation, a strong indicator that they’re interested in integrating the product more deeply.
Responsible team(s)?
  • Trial users who spend time reviewing product documentation are displaying high-intent signals that they’re likely to convert from free to paid users.
  • Because these users may be likely to convert on their own, it’s important to only route accounts that can’t self-serve to sales. Smaller accounts that would fall into self-serve plans can be nurtured and guided to conversion through automated marketing campaigns.
  • If possible, use the documentation topics researched to craft a customized outreach campaign to accounts with high potential value.

What is the key signal?

Free or trial users who are digging into your help center content or documentation may be considering moving to a paid subscription. By acting quickly to provide more information during their consideration process, you can help convert them to paying customers.

What is this playbook?

When your product offers free or trial usage, early signals that an account has the potential to convert to a paid tier can be incredibly valuable. By intervening when you sense that a non-paying user is exploring the technical aspects of a higher tier, you can provide the right information at the right moment during this research phase. This playbook focuses on combining two key signals — website visitor behavior and current account plan tier — to determine when and whom to reach out to.

When should you run this playbook?

If your team is focused on driving free-to-paid conversions, this playbook will help you understand when your trial users are considering upgrading to a paid plan tier.

Try This Playbook

Step 1

Gather your website visitor and product user data in one place. Actioning time-sensitive signals like website visits is much easier when you’re able to quickly see who is browsing your documentation and what their current account status is. To run this playbook you’ll need to be able to identify free or trial users who have recently visited your product documentation page.

Step 2

Segment accounts and divide up outreach ownership. Decide which accounts should be managed directly by sales and which can be owned by marketing or CS for automated outreach. It can be helpful to create outreach criteria such as company size, potential contract value, or whether sales already has an established relationship with the account.

Step 3

Connect with the identified accounts. Searching for integration or support documentation during a trial is a strong indicator that a user is motivated to continue using your product. Follow up in a timely manner to increase your chances of driving free-to-paid conversion. It can be helpful to involve CS or a customer engineer if the account needs more white glove support.

Sales Outreach Example

Hi [first name]

I wanted to check in and see how your trial of [product] is going so far. I noticed your team has been exploring documentation around [topic] on our site. 

How can I help?

Enable this playbook in Pocus

  1. Connect your relevant data sources.
  2. Select your goal (in this case, Conversion).
  3. Build your playbook based on the signal (trigger) and actions outlined above.
  4. Run the playbook by rolling it out to the relevant members of your team.
  5. Iterate over time based on reporting and results. You may find ways to improve this playbook’s effectiveness beyond what we’ve outlined here!
About the author

What Magic Playbooks should you build?

Visit the Playbook Library

See the magic for yourself

Watch how Pocus makes it easy to
drive conversion, retention, and optimization.

The Revenue Data Platform for go-to-market teams
Schedule a call with a GTM specialist to talk about your GTM motion, goals, and how Pocus can help turn product data into revenue.
Join the #1 place to learn about PLS and modern go-to-market strategy
Join our invite-only Slack community to learn firsthand from experts who have built and scaled hybrid revenue engines and connect with peers who are just figuring things out.
See how Pocus combines product usage and customer data to get a 360° view of your hottest opportunities.
Take the product tour