{"id":5631,"date":"2016-11-07T12:00:06","date_gmt":"2016-11-07T11:00:06","guid":{"rendered":"https:\/\/chartmogul.com\/blog\/?p=5631"},"modified":"2023-08-10T12:57:15","modified_gmt":"2023-08-10T10:57:15","slug":"track-leads-trial-conversions","status":"publish","type":"post","link":"https:\/\/chartmogul.com\/blog\/track-leads-trial-conversions\/","title":{"rendered":"New feature: Track leads and trial-to-paid conversion rates"},"content":{"rendered":"<p>Over a year ago, I wrote a blog post about <a href=\"https:\/\/chartmogul.com\/blog\/make-trial-to-paid-conversion-rates-meaningful-with-cohorts\/\">making trial-to-paid conversion rates meaningful<\/a>\u00a0using cohorts. Since publishing the post\u00a0many of our customers emailed in asking when they&#8217;ll\u00a0be able to do this analysis\u00a0in ChartMogul. I&#8217;m excited to announce that\u00a0it&#8217;s now possible to track trial-to-paid conversion rates, plus a bunch more trial and lead related metrics, within\u00a0ChartMogul.<\/p>\n<h1>What&#8217;s new?<\/h1>\n<p>You&#8217;re going to see four new graphs when you log in.<\/p>\n<ul>\n<li class=\"sidebar-filter-item\"><strong>Leads<\/strong> \u2013\u00a0The number of new leads created over time.<\/li>\n<li class=\"sidebar-filter-item\"><strong>Free trials<\/strong> \u2013 The number of free trials started over time.<\/li>\n<li class=\"sidebar-filter-item\"><strong>Trial-to-paid conversion rate<\/strong>\u00a0\u2013\u00a0The rate at which free trials convert to paying customers.<\/li>\n<li class=\"sidebar-filter-item\"><strong>Average sales cycle length<\/strong>\u00a0\u2013\u00a0The average length of time from lead creation date until\u00a0initial payment.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full-column wp-image-5965\" src=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/11\/trial-graph-720x341.jpg\" alt=\"trial-graph\" width=\"720\" height=\"341\" srcset=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/11\/trial-graph-720x341.jpg 720w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/11\/trial-graph-300x142.jpg 300w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/11\/trial-graph-768x363.jpg 768w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/11\/trial-graph-1024x484.jpg 1024w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/11\/trial-graph.jpg 1856w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/11\/trial-graph-720x341@2x.jpg 1440w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/11\/trial-graph-300x142@2x.jpg 600w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/11\/trial-graph-768x363@2x.jpg 1536w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/p>\n<h1>Analyzing\u00a0leads and trials with Segmentation<\/h1>\n<p>One of the most exciting things about this feature is that all these new charts\u00a0also work with <a href=\"https:\/\/help.chartmogul.com\/hc\/en-us\/articles\/207346675\">ChartMogul Segmentation<\/a>. This means customers on the MOGUL plan can pipe in relevant attributes, such as onboarding or marketing data, and then ask questions such as:<\/p>\n<ul>\n<li>What&#8217;s our conversion rate\u00a0to paid for accounts\u00a0that fully onboard during their trial vs. those that don&#8217;t?<\/li>\n<li>Which marketing channels produce the leads most likely to convert to customers?<\/li>\n<\/ul>\n<figure id=\"attachment_5855\" aria-describedby=\"caption-attachment-5855\" style=\"width: 720px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5855 size-full-column\" src=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-30-at-16.42.04-720x265.png\" alt=\"ChartMogul free trial conversion rate\" width=\"720\" height=\"265\" srcset=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-30-at-16.42.04-720x265.png 720w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-30-at-16.42.04-300x110.png 300w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-30-at-16.42.04-768x283.png 768w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-30-at-16.42.04-1024x377.png 1024w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-30-at-16.42.04.png 1396w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-30-at-16.42.04-300x110@2x.png 600w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><figcaption id=\"caption-attachment-5855\" class=\"wp-caption-text\">Example of segments you can select to compare on the same graph.<\/figcaption><\/figure>\n<h3>New filters for leads and trials<\/h3>\n<p>There are also three new filter attributes available:<\/p>\n<ul>\n<li><strong>Lead started at\u00a0<\/strong>\u2013\u00a0The time at which a\u00a0lead was created.<\/li>\n<li><strong>Trial started at<\/strong> \u2013\u00a0The time at which a free trial was started.<\/li>\n<li><strong>Trial-to-paid in days<\/strong> \u2013 The number of days from\u00a0the &#8220;Trial started at&#8221; time to the &#8220;Customer since&#8221; date.<\/li>\n<\/ul>\n<p>&#8220;Trial-to-paid in days&#8221; is a special attribute that gives you the power\u00a0to make the\u00a0Trial-to-paid conversion rate graph\u00a0more meaningful. The method involves\u00a0measuring\u00a0the % of trials that convert into paid subscribers within\u00a0a defined\u00a0number of days. One useful analysis is to\u00a0compare your 30-day trial-to-paid conversion rate against\u00a0your 90-day trial-to-paid conversion rate to see\u00a0what % of trials are converting long after a typical SaaS free trial has expired. If you&#8217;re a ChartMogul customer,\u00a0<a href=\"https:\/\/help.chartmogul.com\/hc\/en-us\/articles\/213441685\">learn more about this here<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-5846 size-full-column\" src=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-30-at-16.32.40-720x224.png\" alt=\"ChartMogul trial-to-paid conversion\" width=\"720\" height=\"224\" srcset=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-30-at-16.32.40-720x224.png 720w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-30-at-16.32.40-300x93.png 300w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-30-at-16.32.40-768x239.png 768w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-30-at-16.32.40-1024x318.png 1024w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-30-at-16.32.40.png 1242w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-30-at-16.32.40-300x93@2x.png 600w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/p>\n<p>With the\u00a0&#8220;Trial-to-paid in days&#8221; attribute, you can also find out if customers who took a long time to buy have a higher or lower churn rate.<\/p>\n<h3>One way\u00a0that we&#8217;re using this new feature<\/h3>\n<p>At ChartMogul one of the things we like to track is the number of onboarded trials we get each\u00a0month (in our case we see if there are any\u00a0active subscribers uploaded to an\u00a0account). Then we look at the trial-to-paid conversion rates for\u00a0onboarded vs\u00a0non-onboarded trials.<\/p>\n<p>Using the <a href=\"https:\/\/dev.chartmogul.com\/reference#introduction-enrichment-api\">Enrichment\u00a0API<\/a>, we add <a href=\"https:\/\/help.chartmogul.com\/hc\/en-us\/articles\/206120219\">custom attributes<\/a> about onboarding and lead source to the trial records in our ChartMogul account. We then use these attributes to segment our Free trials and Trial-to-paid conversion rate graphs.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full-column wp-image-5852\" src=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-30-at-16.36.31-720x192.png\" alt=\"screen-shot-2016-10-30-at-16-36-31\" width=\"720\" height=\"192\" srcset=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-30-at-16.36.31-720x192.png 720w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-30-at-16.36.31-300x80.png 300w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-30-at-16.36.31-768x205.png 768w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-30-at-16.36.31-1024x273.png 1024w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-30-at-16.36.31.png 1178w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-30-at-16.36.31-300x80@2x.png 600w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/p>\n<p>Previously, to do the calculations and chart building, we were running reports in Intercom once a month and then\u00a0copy\/pasting the values\u00a0into an Excel file. Now we track everything in real time directly in ChartMogul.<\/p>\n<h1>Getting started<\/h1>\n<p>We really hope you&#8217;re as excited about this new feature as we are. If you don&#8217;t use the trial features of Stripe, Braintree, Recurly or Chargify, setting\u00a0up lead and trial tracking in ChartMogul requires\u00a0a small amount of integration work using our API. Please start by reading\u00a0<a href=\"https:\/\/help.chartmogul.com\/hc\/en-us\/articles\/210547889\">this tutorial<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The ability to track leads and free trials turns ChartMogul into a powerful marketing analytics platform, capable of providing insights into your entire funnel, from the moment a lead becomes identifiable.<\/p>\n","protected":false},"author":4,"featured_media":5633,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[39],"tags":[166,30,165,153,115],"class_list":["post-5631","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-updates","tag-conversion","tag-feature","tag-free-trial","tag-marketing","tag-segmentation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>New feature: Track leads and 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