The LavaCon Content Strategy Conference | 23-28 October 2020 | UX: Virtual
Dean Atchison


As a Sr Director of Content Experience at Salesforce, Dean is focused on delivering “in-app” learning experiences that expand the skills and expertise of our customers and increase product adoption. Over the course of my career I’ve had the opportunity to scale from managing a single team and product line to overseeing an organization of 40+ content developers across multiple product lines, including Salesforce’s most revenue-generating products. In my spare time, I’m an avid swimmer, amateur potter, and doting caretaker of our year-old rescue dog, Izzy.

Impacting the Bottom Line: Creating Experiences that Convert Trial Users to Paying Customers

Co-Presented with Fiona Moriarty.

Learn how a small team of Content Developers at Salesforce partnered with their UX, Product and Developer teams to create interactive content experiences that increased the number conversions from trial customers to paying customers. By aligning various functions on a clear common goal, using metrics and data to guide decisions, and conducting quick user research, the Content Experience team tailored the information we presented to users to more closely match their expectations and business goals. As a result, we were able to use data to show how investing in content experiences positively impacts a company’s bottom line.