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Trial Account Engagement Profile

Key events to tell a real story of intent and value connection.

Julie Zehntner avatar
Written by Julie Zehntner
Updated over a month ago

Summary

Not all trial users are equal. This play builds a profile that captures how far and how deep each trial account has gone. It weights key events (not just activity) to tell a real story of intent and value connection.

Why this works

  • Separates casual testers from serious evaluators

  • Aligns product behaviors to conversion signals

  • Supports personalized outreach or automated nudges based on real activation


Goal

(1) For the reader

Score trial users not just on what they’ve done—but what matters.

(2) For the company

Drives smarter conversion targeting and better onboarding outcomes.

Diagram



Accoil Signal

(1) Primary signal

  • Trial status

  • Engagement + Activation Score

(2) Engagement tiers

  • High-weight events (Setup examples)

    • Team invites

    • First form/listing

    • Initial configuration

  • High-weight events (Value prop)

    • Core product feature used

    • ROI-driving action triggered

  • Medium-weight events (Ongoing use)

    • Logins

    • Workflow repetitions

    • Team activity

  • Low-weight events (Exploration)

    • Help center

    • Integrations tested

    • Premium feature previews



Action steps

    • Score product events using Accoil’s engagement scoring tool

    • Set weights:

      • Setup and value = high

      • Exploratory = low

    • Track separately: 5–10 core activation steps

  1. Use It Smartly

    • Identify high-scoring, fully activated accounts for conversion

    • Target medium or low scorers with onboarding or re-engagement flows

  2. Optimize Over Time

    • Reassess event weights quarterly

    • Trim low-impact signals, promote high-converting ones

    • Use score trends to inform product and messaging updates



Supporting metrics

Metrics

How to measure in Accoil

Activation Progress Rate

% of steps completed per account

Weighted Engagement Score

Composite score based on weighted events

Conversion Lift

Conversion rate of high vs. low scorers

Feature Usage Depth

% of top-value features used per trial account

Messaging Effectiveness

Lift in outreach success tied to activation scoring


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