CallRail Conversation Intelligence Cross-Sell
Duration: 1.5 months | Role: UX Designer |Team: Tiffani Rase (Content Strategist), Christina Bourne (PM), & Katie Hoang (UX Designer)
Tools used: Figma, Figjam | Methods: Customer journey mapping, Data gathering and analysis Wire-framing, Rapid prototyping, Competitive analysis, Feedback synthesis
Problem
Conversation Intelligence is one out of CallRail’s 4 analytics products. CI has the least amount of trials between CallRail’s other 3 products due to the lack of planned sales/marketing outreach because of competing priorities. Marketing wanted to still achieve their back to base goals, but this time through in-app cross-sell placement. This sprung the collaboration between product marketing and UX to blow the dust off our our minimal cross-sell strategy and innovate a cross-sell experience that would help achieve a 30% trial activation rate.
Purpose
We have an opportunity to satisfy the business requirement of achieving higher trial activation and attachment rates for CI without sales involvement and a user opportunity to bring awareness to how CI can help businesses eliminate manual tasks and incorporate automation to make their workflow more efficient.
Challenges
Avoid a freemium product
Callrail is not trying to be a product where it is free to access, but upon entering, the user experiences too many pay walls through disabled and locked states. That strips the value of the product and prevents users from reaching time to value in the core product.
Avoid interrupting their workflow
For the cross-sell to be interacted with, we need to meet them within their workflow and describe how this product speeds up their existing process.
Acknowledge the learning curve of feature adoption
The meat of CI is automation and to see the power of that feature, users need to create an automation rule, which has a low adoption rate. We needed to get user's to invest effort in learning a feature that is not ready out of the box.
Discover
Leveraging our research repository, which included past user interviews and anecdotes, we validated our assumptions and took new insights that included:
- The main segment of existing CI users are agency and marketing followed by healthcare. Interviews show transcripts are useful for these verticals to assure their sales desk reps deliver reliable and accurate customer service.
- The setup of automation rules, which is a feature of CI, is not well adopted. Of the people who have bought CI, only 10% of them have created an automation rule! 😬
-Customers listen to each call to validate their keyword research to know if they are bidding on the right keywords. Listening to each call is time consuming and can be cut in half by setting up an automation rule to tag calls with the keywords marketers are bidding on and see the attribution.
Takeaways:
How can we find places in the app where CI would speed a user’s existing workflow for higher product activation rate?
How can we orchestrate the onboarding of a complicated feature to encourage user retention of a product?
Competitive Analysis
I did some market analysis on e-commerce platforms that were attempting to cross-sell another product in their product suite. This helped me better understand the differences between an up-sell and a cross-sell, but also how to execute a cross-sell that is relevant and mapped to user intent. A real life example is wanting the cross-sell to feel like a warm call versus a cold call.
Recommended courses based on users search history or behaviors
Complimentary purchase recommendations
Implementing a feature limit/pay wall
Ideation
I collaborated closely with a UX content strategist to work through potential ideas.
My content strategist partner helped to craft content in both before and after states of the cross-sell that was timely and relevant to what the user would need to know before activating a product trial and after unlocking a product trial.
This project uncovered a need to audit existing cross-sell patterns and create standards on how cross-sells/upsells should appear after.
Iterations after feedback via prototype
Blank State
Cross-sells in the form of pop-ups had the highest amount of users clicking “X” or “not now” immediately. To better communicate value, I designed a landing page that showed a peak behind the curtain to let users see what they would be trialing.
Guided onboarding after trial activation
CI has a higher learning investment needed to adopt the product and feel that it is “worth it”. I advocated to the PM that it would be worth adding a quick onboarding guide to help users create their first automation rule to address the learning curve of this feature. We can use the data from seeing users completion rate of this flow to see how we can improve the onboarding of this feature.
Design
This project resulted in 2 cross-sells of CI in the app and a short onboarding to improve activation and adoption rates of the product. Below are screenshots of the design solution.
Transcript cross-sell
The cross-sell tells users they could be saving time from manually listening to transcripts contextually.
Transcript post activation
After users activate the transcript, they are put directly into the interface of the transcript and can experience the time-savings.
Automation Rules
The automation rules page lets users explore the page and see the templates that help with setup.
Conclusion
This was the start of building bridges and a common creative language between Callrail’s UX and Growth team. It was a very collaborative effort to hone in our approach and make sure the user is supported from a user and business perspective. For example, my content strategist partner built a pendo onboarding guide that would take users through how to create their first automation rule.
How did it do? Success metrics:
In 2 months, the cross-sell over-achieved the back to base marketing goal and received a 30% trial activation rate without sales outreach. It is now the highest performing cross-sell we have in the app to date.
The cross-sell has an 80% attachment rate and 15% more users created an automation rule from the onboarding guide.
There have been more cross-collaboration between product marketing and UX since this project to achieve product-led growth for Callrail!