When we launched our free plan recently, we weren’t sure whether customers would routinely want to upgrade from the free offering to a paid subscription. Of course, we hoped that would be the case but, in the absence of concrete data, we always try to keep new functionality as simple as possible. Our MVP was a plain signup form to create the account and page with a message asking customers to delete their account and sign up again for a paid plan if they took an action that initiated an upgrade.
We knew going in that this would not be an ideal experience for customers that wanted to upgrade and over the course of a few weeks, we heard from a handful exactly how dissatisfied they were with the process. With a few strong data points, we were able to make the decision to prioritize this work and deliver a new, easy upgrade process for those customers that want to benefit from our paid features. The entire process has just three steps.
1. Create a CodeGuard account with the free offering.
2. Select the upgrade option from the dashboard to see the available plans (image below intentionally large).
3. Pick the plan that best suits your needs.
4. Enter billing information to initiate the new subscription.
This process of releasing and testing a small feature with “obvious” follow-on work, rather than doing all of the work up-front may seem counterintuitive to some. However, we have learned that our assumptions about how a new product or feature will be used do not always perfectly match what our customers need. So, rather than building something that we think is ideal, we release the smallest possible feature, make incremental changes, listen to or observe customers and iterate to build something that customers actually value.