Founded in 2015, Tiller gives customers more insight into their spending by automating financial data and offering templates to budget and track money in a spreadsheet. To entice potential customers, the company offers a 30-day free trial that converts to a $79 a year subscription. Tiller had experienced steady trial sign-ups until the COVID-19 pandemic hit in March 2020. Despite the increased need for budgeting during this period of economic uncertainty, the company saw a decline in new trials.
To increase conversions, Tiller experimented with a series of changes to their sign-up flow—including copy updates on their single-page application and an overhaul of the payment flow itself. The team replaced the custom card form it had embedded in Tiller’s webpage with Stripe Checkout—an optimized hosted payment page designed to simplify the integration and increase conversion. Checkout now allows Tiller customers to use familiar wallets like Apple Pay or Google Pay, as well as stored password managers such as LastPass, for a quick and seamless payments experience.
Tiller’s trial sign-up rate increased by 90% after implementing Checkout. Additionally, the time between a user’s first login to starting a trial was 3 times shorter.
Because Checkout is easier to implement and maintain, Tiller is now able to focus more of its resources on its core product and grow alongside a payments experience that continues to improve and update.
Before Stripe Checkout, it felt like we were expending wasteful energy reinventing the wheel. Not only is our conversion rate now higher than it was during our peak sign-up periods, but it also allowed us to significantly simplify our codebase!