Factoapp: Defining an organic acquisition idea to grow faster

SOME CONTEXT

Factoapp is an app that helps to startups optimize their resources to save money, managing the suscriptions and software licenses. After a couple of years and good job Factapp founds a poduct-market fit increasing the number of users and exploring new opportunities.

CHALLENGE

Wanted to grow faster with an organic approach they ideated a free calculator that works as lead magnet to help users to know how much they can save with the app.
So it was necesary to build an MVP with some strong features and define the KPIs to validate it.

IDEATION

As a kick-off I collected all the data from the marketing team to analyze it for a better understand of the project and find opportunities. Then I made a quick research to validate some ideas using Google Trends, Keyword Finder, Semrush, etc. Finally the I found that I must to use the sentence “How to save costs in buss¡iness” as the main copy.

GOALS

To validate the main features it must to had and fix the goals I prioritized it and assigned a KPI to each one. Conversion rate was the number of active users vs. trials and demo requested.

USER FLOW

An important part in the user flow was the last part where the user can choose to start a trial or download a PDF with the results, this would be a great opportunity to gain leads becouse users have to introduce an email.

PROTOTYPE

For a friendly experience I decided to start with a very simple screen, just a main question, an illustration and CTA to start.

Then the user go on multi-step screens with the questions and auto-calculate at the bottom. There is a chat-bot too, if the user can contact directly with the customer center. 

And after complete user can start a trial, download PDF if is not ready to start it or request a demo if want more help.

CONCLUSIONS

After the user test I found that less than 10% downloaded the PDF, so I decided to iterate and put the email submit form at the beginning of the flow and add a new KPI with the goal of the users that introduce their email and begin the multi-step without leave.