Discount-led trial conversion to current plan

Overview

Customers on trial are more likely to convert when offered a discount on the paid version of their current plan. A trial conversion + discount offer defined in Chargebee Growth lets you convert an in-trial subscription to paid immediately while applying a discount using a coupon from Chargebee Billing.

In this tutorial, you'll set up a discount-led trial conversion offer in Chargebee Growth: create an audience, create the offer, configure the offer processing type (using either Chargebee automation, Chargebee Checkout, or redirect to your own workflow), and create an Acquisition play so the offer is shown to the right users.

Before you start

1. Connect Growth and Billing: Have Chargebee Growth enabled and connected to your Chargebee Billing site. This is required before you begin.
2. Set up the coupon in Billing: Create the appropriate coupons in Chargebee Billing that you will apply when the offer is accepted (for example, a percentage or amount off).
3. Integrate Growth with your application: Your app development team must follow the In-app offers integration guide to integrate Growth with your application so offers can be presented to users in your app.

Implementation steps

Follow these steps to create and launch a discount-led trial conversion offer in Chargebee Growth.

1. Create an audience in Growth

First, ensure the Subscription Trial End Date field is mapped in Growth:

1. In Growth, go to Settings > Setup.
2. Under Field mappings, select Map fields.
3. Scroll to the Subscription Trial End Date dropdown and ensure the value is Chargebee > Subscription Trial End.
4. Scroll to the bottom of the page and select Save changes.

Next, define who sees the trial conversion offer—for example, users whose trial ends within 7 days. Create an audience to target users whose trial ends within 7 days:

1. In Growth, go to People > Audiences.
2. Create a new audience with the following rule:
   • Property: "Subscription trial end date"
   • Operator: "Will take place within"
   • Value: "7"
3. Select Done to save the audience.

2. Create the trial conversion + discount offer in Growth

Define the acquisition offer and how the subscription and discount are applied when the customer accepts.

1. In Growth, go to Offers > In-app.
2. Create a new offer with the following configuration:
   1. Offer objective: Acquisition
   2. Offer category: Trial Conversion + Discount.
   3. In the editor, customize the offer content in the right pane:
      • Title: Select the edit icon and set the offer title. For example, "Upgrade now and save 10%"
      • Description: Set the description for your offer
      • Button text (CTA): Set the button text and optional icon. For example, "Upgrade to paid"
      • Image: Optionally choose an image for the offer
      • Design layout: For modal offers, choose a design layout from the available templates (not applicable for pop-up and banner)
   4. Under Button > Settings:
      1. Set Button processing to one of the following:
         • Billing integration: This offers a single-click user experience which applies the discount and activates the subscription automatically using the payment source on file for the customer in Billing.
         • URL redirect: This redirects the user to a URL of your choice to run your own workflow. You must then handle payment collection, coupon application, and subscription activation yourself. You may use the Update subscription API to do this.
         • Chargebee Checkout: This redirects the user to the Chargebee Checkout page to collect payment and complete the purchase. In this case, select the layout for the Checkout page and ensure Checkout has been configured appropriately.
      2. Set Button action 1 as follows:
         • Button offer category: Trial Conversion (set by default and can't be changed)
         • Button offer subcategory: Trial Conversion to Current Plan
      3. Set Button action 2 as follows:
         • Button offer category: Discount (set by default and can't be changed)
         • Discount option: Choose % based, $ based, or quantity based
         • Coupon ID: Select the coupon from the dropdown of coupons in Chargebee Billing.
         • Select the back button (<)
   5. Under Button > Accept step, choose what happens after the user selects the offer button:
      • Link: Sends the user to a URL, Redirect Page, or Global URL
      • Confirmation modal: Shows a confirmation, then redirects to a URL, Redirect Page, or Global URL
      • Send email with confirmation: Sends an email (for example, to an agent) and shows a confirmation modal—useful when offers are processed manually by agents
   6. Select the back button (<)
   7. Optionally, under Offer settings > Card > Redemptions, set the maximum number of times a single customer can accept this offer.
3. Select Done > Publish to save the offer.

3. Create an Acquisition play in Growth

Connect the audience and the offer so the trial conversion offer is shown at the right moment.

1. In Growth, go to Plays > Acquisition.
2. Create a new play.
3. Select the in-app offer play type.
4. Select the audience you created in step 1.
5. For Trigger, choose when the offer is evaluated (for example, Any page load or the trigger that fits your flow).
6. For Action, select Show offer.
7. Select the trial conversion + discount offer you created in step 2.
8. Set the play priority.
9. Select Publish Play to activate the play.

Result

After following the steps in this tutorial, you will have a discount-led trial conversion offer configured in Chargebee. These offers will now be automatically shown to the appropriate users at the right time.

Summary

In this tutorial, you learned how to:

• Create an audience in Growth to target in-trial users.
• Create a trial conversion + discount offer.
• Create an Acquisition play that uses the audience and offer so the discount-led trial conversion is shown to the right users at the right time.