Segment users by how they learn, not who they are

We found bucketing customers by their learning style and their building style was more effective than more classic segmentation, like do you work in marketing, do you work in product management, do you work in operation.

You usually want to collect more information than most people think you do in your sign up flow. If you can then leverage that to personalize the guidance. And this is for SaaS product, the guidance that someone can get when they onboard into Shopify.

We literally had a Slack integration that we pulled in a whole bunch of information about anyone who signed up for Airtable, including their title, the company that they worked at, et cetera. And literally would sit there and had a little button in each of the records that would allow us to email them immediately if we had decided that they might be someone we want to talk to.

We didn't even touch anything after the signup experience. We hadn't even gotten there and the trial-to-paid conversion rate increased 40%, and we didn't touch it. It was just because a more qualified, better fit customer was coming through the door.