The LavaCon Content Strategy Conference | 23-28 October 2020 | UX: Virtual
Fiona Moriarty

As a Lead Writer working Salesforce small business product, Fiona focuses on trial conversion and customer onboarding. Currently, she’s super interested in instrumenting our content to measure what and how our users are interacting with it. Outside of work, she a professional triathlete who loves to bake and chase my Aussie Leif as he tries to eat everything imaginable.

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

Co-Presented with Dean Atchison.

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.