Keepnet Labs · Product strategy
Free to Paid Pipeline
Designing the journey from first contact to sales handoff for 11,000 users across 4,000 companies.
Context
The project
At Keepnet Labs, a free user could encounter marketing, the product, customer success, and sales before becoming a paying customer. Without an end-to-end view, the signal that someone was ready for the next step could be missed or interpreted differently by each team. The pipeline covered 11,000 users at 4,000 companies.
Product perspective
The problem behind the pages
The important design problem was not just drawing a funnel. Each stage needed a meaningful signal and a team that could act on it, so the customer journey could lead to a useful handoff rather than a disconnected report.
My role
What I brought together
I designed, built, and implemented the pipeline from first touch through sales handoff. I created a customer journey diagram, defined stages, and selected data indicators that could show movement through those stages. Product, marketing, customer success, and sales were all part of the work.
Map
Describe the route from first touch through product use.
Measure
Choose data indicators for progression through each stage.
Hand off
Connect customer signals to the sales process.
Delivery
What the work produced
An implemented free-to-paid pipeline and a shared map of the customer journey. Across the related health score and pipeline work, free-to-paid conversion was reported to rise from 2% to 3% in two months.
The website today
Explore the live experience
The current website gives a view of the product experience. It may include features and content added after my project.
- Keepnet now presents a human risk management portfolio around simulation, awareness, reporting, and response.
- The live product overview reflects Keepnet's current offering.
The journey behind this work
Keepnet Labs · Product Manager ↗