At Dropbox, one of the North Star metrics was just free trials. We didn't say percent free to paid. That's because Dropbox had such a massive free user base,. So we found that our goal should be free trials. Second metric was what we called trial to purchase. This is of the free trials, what percent convert to paid. How can we help users increase their livelihood of paying for Dropbox business at the end of it?
Our guest today is Melissa Tan, GM of Self-Service and Head of Growth at Webflow and formerly Head of Growth and Monetization for Dropbox Business.
In today’s conversation, she unpacks the nuances between the two PLG businesses and how growth strategy changes for a more complex product like Webflow, including:
- Designing and structuring a growth org
- The right way to tackle goal-setting
- How Webflow’s pricing and packaging has evolved
- How to calibrate pricing feedback
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