Case Study · SaaS
The moment the first volunteers sign up
gawaana is software for planning volunteers at school and club events. You create a date, define shifts, and volunteers sign themselves up. The software shows its full strength at the first real event, and we designed the route there to be as short as possible.
I'll show you where your shop loses buyers.
A promise that shines in use
Anyone who organises volunteers at a school or club knows notes on the noticeboard and endless group chats. gawaana replaces that with simple planning. You feel the difference as soon as the first volunteers sign themselves up and the chasing by phone stops.
Until then the website works with a promise. It invites people who often organise as volunteers with little time to create a first event. With the freemium model there is a second opportunity. The move from free to paying user starts long before the pricing page, with the first good experience in the product.
From first click to first event
We defined the route from the homepage to the first event created as the real conversion. Registration is an intermediate step. That changes how you look at every page, because a sign-up only counts once an event follows. So we looked at what happens between registration and first event and where new users stall. For a school event, what counts in the end is whether there are enough helpers.
In the freemium model, the move from free to paying user carries the business. It starts with the first moment of success in the product. So the website should set expectations the product meets the first time it is used. If you promise that volunteers sign themselves up, make that moment quick to reach. We checked every step before it for whether it speeds up the promise.
With freemium, first use is what counts
Many SaaS providers measure registration because it is easy to count. In our view, the moment a user truly uses the product for the first time tells you more. Set that moment as your goal and you build website and onboarding with a new focus. The question of who pays later is answered where the benefit is felt for the first time. The pricing page comes after. For every freemium product, this change of perspective is a powerful lever.
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.