How Informer lifted trial signups +50% in a crowded accounting market

Informer is a Dutch company that provides cloud-based accounting software designed to simplify bookkeeping for small and medium-sized businesses. Its main product, InformerOnline, incorporates advanced technologies to improve usability and efficiency for entrepreneurs managing their own financial data, so busy owners can stay on top of the books without the overhead of a heavier finance stack.

Led by Online Marketer Matthijs Meijers, Informer's challenge was to grow trial account signups in a competitive landscape where many companies offer accounting solutions with similar functionality.

• Hard to communicate what sets it apart. With so many look-alike tools, Informer needed to convey its unique value propositions clearly and show how its software fits specific needs better than the alternatives
• Trust and security had to be earned early. Prospective customers wanted assurance about the reliability and security of the software before they felt comfortable engaging, even on a trial basis
• Friction along the way. From the first website visit to actual use during the trial, the process needed to be as frictionless as possible to avoid losing interested prospects

The task was to turn a strong-but-similar product into an obvious choice, and to make starting a trial feel like the easy, low-risk next step.

Informer integrated Pathmonk's AI-powered personalized interactions into its website, a multifaceted approach focused on lifting engagement and guiding potential customers through the buying journey, without a redesign or extra traffic spend.

Why Informer chose Pathmonk over more traditional CRO tools:

• Personalized user interactions, with AI-driven content tailored to each visitor to make the experience more relevant and engaging
• Experiences based on real-time behavior, crafted on the fly from what a visitor is doing on the site, for highly relevant interactions that drive engagement and conversions
• Easy and quick implementation, with a straightforward, fast setup that let Informer benefit without a lengthy integration phase
• Cookieless technology, ensuring privacy compliance and avoiding intrusive, increasingly restricted tracking methods

With Pathmonk guiding the journey, Informer achieved a 50% increase in the number of trial account signups through its website, from the same traffic and with no redesign.

• +50% trial account signups, a direct lift in the number of trials started from the website
• Higher user engagement, as visitors engaged more deeply with content tailored to their stage in the buying journey, feeding straight into more signups
• Informed decision-making through analytics, with detailed insights on user behavior and interactions that helped the team understand what was working and keep optimizing for conversion and retention

The gain came from making a similar-looking product feel like the clear, low-risk choice, and from removing the friction between a first visit and a started trial.

• Tailored experiences drive conversions. Customizing the journey to match individual needs and stages significantly raises engagement and leads to higher conversion rates
• Clarity and speed matter. Content that is quick to understand and compelling at the critical decision points is what actually moves people to convert
• Data empowers decisions. Using analytics to understand user behavior and the effectiveness of each strategy allows for informed decisions and continuous improvement of marketing efforts