Categorizing your trials

Auto-categorize your trials and track when their trial ends with your product

To enable auto-categorization of your trials, navigate to Lifecycle Tracking -> Trials in your Account Settings (or get there via Quick Jump). There, you'll see a handful of options you'll need to configure in order to correctly categorize your trials.

Trial Configuration

Option 1 - define conditions that identifies trials

Create a filter on the trait(s) that identifies if a customer is in a trial - e.g. the inTrial trait.

Option 2 - track the trial's end date (optional)

If at all possible, we recommend tracking trial end dates. This way, we can automatically flag Unconverted trials, giving you a clearer sense of the set of the active trials that still have access to your product. So here, you'll want to identify the event property or trait that tracks the end of a customer's trial (if available).

Option 3 - configure a 'grace period' for ended trials

If you configure trial end dates, you may want to give the customer a few extra days before flagging them as an Unconverted trial. It's usually a good idea to have a value of at least a few days here, as Vitally will stop tracking trials once they are marked as Unconverted.

Trial Qualification

Trial qualification in Vitally allows you to cut down on the noise caused by unqualified leads signing up for trials. By setting up trial qualification rules, you can assign a score to every trial that signs up for your product. You can then set a threshold for which scores cause a trial to be qualified.

Why create qualification rules?

Sifting through all the trials that sign up for your product and deciding which you should be spending time on can be time consuming, and you might end up missing a great revenue opportunity. That's why Vitally has built in automated trial qualification rules that allow you to assign a trial qualification score to every trial.

You can use that score to:

  1. Move trials that don't cross a certain threshold into an "unqualified" bucket for you to review separately

  2. Sort and filter your trials to identify the most promising sign-ups and better allocate your time

Creating qualification rules

To configure trial qualification, navigate to Lifecycle Tracking -> Trials in your Account Settings and click on the Trial qualification tab (or get there via Quick Jump).

Each rule has a condition on either the traits you send us or enriched traits fetched from Clearbit, plus a weight. The trial qualification score for a customer is the sum of the weights on every rule that matches that customer's traits.

The minimum qualification score determines which trials are categorized as unqualified. If their qualification score is less than the minimum qualification score, they will be marked as unqualified. After 5 days, if they have not been manually marked as qualified or had their traits updated such that their score increases, they will be ignored.

Using Clearbit to enrich and qualify trials

Clearbit enrichment can provide important context, like sector, market cap, and technology, for deciding whether or not a trial is qualified. We highly recommend enabling the Clearbit integration for advanced trial qualification.

Some rules that are only possible with enrichment enabled include:

  • Company is a B2B company (Tags contains B2B)

  • The user who signed up used a business email instead of a personal email (Signed up using business email is true)

  • Company has a market cap of more than $100 million (Market cap > 100,000,000)

  • Company has more than 1000 employees (Number of employees > 1000)

  • Company is a private company (Company type is private)

  • Plus many more!

What happens to unqualified trials

Unqualified trials are displayed for 5 days in Vitally alongside your other tracked accounts (i.e. your trials + subscribed customers).

After 5 days, they will be automatically ignored, and will no longer be displayed in Vitally. You can search for ignored customers using the search box if you'd like to un-ignore them.

Viewing the qualification score

Each trial's qualification score is displayed in that trial's dashboard, as well as in a column that you can add to the accounts list for sorting and filtering.

Adding the trial qualification score column
Viewing the qualification score in the trial's dashboard

Hovering over the qualification score displays a summary of how the score was calculated.

Overwriting a trial's qualification status

You can overwrite a trial's qualification status to qualified/unqualified without affecting their assigned score. For example, you may want to move a trial to qualified even though it did not pass your qualification threshold.

To do so, either select the unqualified trials in the Accounts view or navigate to the trial's dashboard and click the dollar icon $ to mark them as a qualified trial.