Stories Help Convert Free Beta Users to Paying Subscribers

Last week I met with the executives from a relatively new company that is offering a faster Internet service for PC gamers. Their immediate challenge is converting free beta trial-users into paying customers. A trial makes for a pretty good self-test of benefit. Users can prove it to themselves. But people can quickly become habituated to a higher level of service, and lose the emotional spark required to push them to action, to sign up and pay. Therefore you have to tell the Value-Story™ as well. Ironically, demonstrating value is not enough! You’ve probably seen the same thing yourself. So we are looking at ways to demonstrate value and simultaneously tell users about the benefits that they are getting. Let’s engage emotion and rational thought to get those beta-users to sign up and pay for that great service!