How experiments allowed us to go Freemium

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About SimpleSite

• Website builder

• Founded 2003 in Denmark

• 80.000 paying subscribers

• 400.000 trial websites created

per month

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Overview

• Data Driven Growth Hacking?

• A super-strategic experiment

• Plain blind luck

• Conclusion

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Can it be measured?

Being Data-Driven

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VOLUME FOCUSMETRICS

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Working systematically

• High A/B frequency • Let data inform focus

areas • Iterative implementations

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j

Experiment

Improvement

Build Iteratively Measure

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Super-strategic: Freemium

Question:

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Premium Freemium? How much do we lose?

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Super-strategic: Freemium

Question:!!!

Premium Freemium? How much do we lose?

!!! Extremely Basic MVP

!

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Super-strategic: Freemium

Question:!!!

Premium Freemium? How much do we lose?

!! Extremely Basic MVP

! Conclusion:

10% loss Freemium is GO

Blind luck: Questionnaire

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Blind luck: Questionnaire

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Blind luck: Questionnaire

Expectation: Fewer customers

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Blind luck: Questionnaire

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Expectation: Fewer customers Result: Won 12%

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Blind luck: Questionnaire

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Expectation: Fewer customersResult: Won 12% The takeaway: TEST EVERYTHING

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Conclusion

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Conclusion

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Conclusion

10

Questionnaire

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Conclusion

10

Questionnaire

Freemium

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Conclusion

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Hard, systematic work!

Questionnaire

Freemium

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