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Customer story · SaaS

HoneyBook: 43% more trial users became subscribers.Personal help during the trial.

Personal conversations reached members during setup and helped them make progress. HoneyBook reported a 43% lift in trial-to-subscriber conversion, without building a sales operation.

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Updated

Industry
Business software
Use case
Trial-to-paid conversion
Customer stage
Mid-trial setup
Approach
1:1 conversations

In the Film

“We decided to partner with Sellence because we wanted someone who could execute at scale without sacrificing the quality of the conversations.”
Natalia Andreeva
Natalia AndreevaHead of Member Care, HoneyBook

The Full Story

Personal help at the point a trial becomes useful.

HoneyBook serves independent business owners, including photographers, planners, designers and consultants. A trial gives them time to explore the product, but it also asks them to fit a new way of working into an already busy business.

Reaching members personally at that point was the challenge. A broadcast email could offer guidance, but it could not answer the question a particular member had about their setup. HoneyBook wanted the quality of a personal conversation without having to build a full sales operation around it.

Sellence introduced a personal offer to help during the trial, timed to where members were in their setup. The member could explain what they were trying to do and receive guidance that responded to that task. Someone working on contracts needed a different conversation from someone still deciding what to move into the product.

HoneyBook reported a 43% lift in trial-to-subscriber conversion. Natalia Andreeva, Head of Member Care, describes the value in terms of reaching people at scale while keeping the quality of the conversation.

Before and After

Before and after the conversation.

Before Sellence

The same message reached many members.

  • Broadcast emails supported the trial.
  • Individual setup questions needed individual answers.
  • Personal assistance at scale would require a sales operation.
With Sellence

The member could explain what they needed.

  • A personal offer to help arrived during the trial.
  • The reply shaped the guidance that followed.
  • Setup became a conversation about the member’s own business.

Inside the Conversation

Make the first booking manageable.

This member worries about moving everything at once. The conversation narrows the task to a single upcoming booking, using the business context they provide.

  • 01Understand what feels too big.
  • 02Start with 1 real booking.
  • 03Keep the next step tied to their business.

Illustrative conversation. Names and details are examples, not a customer transcript.

HoneyBookMessages
Illustrative conversation

moving everything over during the trial feels like a lot

Start with 1 new booking. Keep current client work where it is. What do you need for that booking first?

a wedding photography contract

Use your current contract as a starting point. Do you have a new booking coming up?

yes, next week

Use next week's booking to test the setup before deciding whether to move the rest.

The Results

The reported trial-to-subscriber result.

+43%

Trial-to-paid conversion. Reported increase in trial-to-subscriber conversion.

Trial-to-paid conversion
Baseline
1×
With Sellence
1.43×

Relative performance. Baseline = 1×.
Reported increase in trial-to-subscriber conversion.

HoneyBook reported a 43% lift in trial-to-subscriber conversion, following personal conversations during the trial.

Natalia Andreeva
“The combination of AI efficiency and genuine personal touch is really hard to get, and somehow they figured it out.”
Natalia AndreevaHead of Member Care, HoneyBook

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Questions About This Story

About HoneyBook.

When did the conversations happen?

During the trial, with a personal offer to help timed to the member’s setup. The conversation responded to what the member was trying to do.

What did HoneyBook want to preserve?

The quality of personal assistance as more members were reached. The aim was to help members with their own questions during setup.

What does the result measure?

HoneyBook reported a 43% lift in trial-to-subscriber conversion. It is a relative increase, not a claim that 43% of trial users subscribed.

Start with One Sales Journey

See the conversation inside your trial.

Bring the point where members stop setting up. We’ll work through a conversation that helps them take the next step.

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