End of week wrap up

Conversion & lifecycle.

The lifecycle half of the retro — what we shipped to move signups and existing customers to paid. Pairs with Priya's demand-gen deck: this one is conversion, activation and a new expansion bet.

Managed Billing launch $1 in-app modal A/B Post-sub outreach A/B Synthetic onboarding study Reporting survey

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01 / 09

The week at a glance

Drafts last week. Live this week.

Last week these were drafts and prototypes. This week they went live and the first numbers came in — across conversion, activation, and a brand-new expansion motion.

Expansion

Managed Billing launched to US admins this morning — our first sales-assisted revenue motion beyond self-serve. 6 angles, full A/B sequence, live.

Conversion

The $1 in-app modal is live and converting at ~5% view-to-paid. The post-subscription onboarding call is now a real A/B test.

Activation & insight

Synthetic onboarding study finished and the reporting survey shipped — both pointing at where the next activation gains are.

In one line Managed Billing is in market, the in-app modal is converting (16 paid so far, "Level up" winning the A/B), and the post-sub call invite is now a live test — while the activation research told us where to dig next.

02 / 09

Workstream 01 · Managed Billing launch

Managed Billing is in market.

Managed Billing launch sequence in Customer.io

Campaign 78 · live sequence

Live · campaign 78 · running

Our first sales-assisted revenue motion: pitch done-for-you insurance billing to existing US paying admins, drive them to a call with Glen & Ellis. Triggered this morning.

~220

sent · day one

215 delivered, ramping

24%

human opens

51 opens · strong B2B

6

angles · 4 A/B

email · SMS · voice drop

$2M

8-week goal

~200 contracts

What it is

Managed insurance billing, done for you. Headline 3.9% of collections + $99/provider/mo — credentialing and platform included. "Off your plate," not "cheaper."

The test

Audience: US admins, paid, with insurance claims (the warmest ~754). A/B on every email; testing a founding-rate offer (V5) vs no-offer. Goal: call booked, 28-day window.

The bet Admin-relief beat affordability 3.4% vs 1% in prior tests — so we lead with "done for you" and let the rate sit in the open. First Calendly bookings are the signal to watch.

03 / 09

Workstream 02 · $1 in-app modal A/B

"Level up" is winning.

The full-screen offer modal (distinct from Priya's slim in-app banner) — shown to non-paying admins to close the May $1 push. Two headlines, same body and CTA, split 50/50.

Variant BWinning

"Level up your practice for $1/mo"

32 clicks · 9 paid

Variant A

"Get hours back for $1/mo"

9 clicks · 7 paid

319

shown so far

of 8,868 queued · grows on login

16

paid conversions

~5% view → paid

3.5×

B out-clicks A

benefit-forward wins

Read Same body and CTA — only the headline changed. Aspirational "Level up" out-clicks utility "Get hours back" 3.5× (conversions close at 9 vs 7), echoing the pattern we see on subject lines. This is the offer modal — a separate surface from the in-app banner in Priya's deck; both carry MAY1, neither double-counts.

04 / 09

Workstream 03 · Post-sub onboarding call A/B

The onboarding-call invite is now a test.

Onboarding outreach A/B flow in Customer.io

Onboarding · Outreach · live A/B

Live · both emails split 50/50

After someone subscribes we invite them to a free 1:1 onboarding call. We rebuilt the control into a warmer challenger and put it head-to-head.

What changed

Warmer, team-voiced tone (Glen's "rooting for you")
"Nothing to sell you" — disarms the call
Named human, but the team's on the call — no false promise
Reply-to-email as a lower-friction path

How it's wired

Email 1 — "Your plan includes 1:1 support" · A/B
Engagement branch — true/false on activity
Email 2 — "Checking in, need a hand?" · A/B
Conversion: onboarding call booked

The bet The control was too abstract ("our team of specialists"). A warmer, no-pressure, human invite should book more calls — and more calls is the strongest activation signal we have.

05 / 09

Workstream 04 · Synthetic onboarding study

60 synthetic users graded 3 onboardings.

A vision-only AI reviewer panel — 20 personas & experts × 3 prototypes — walked the redesigned setup flows blind and scored them. Faster, cheaper signal than a 4-week recruit.

Prototype	Composite	Completion	Subscribe
v2 · GuidedTop	8.16	100%	7.0
v3 · Focused	8.16	100%	7.0
v1 · Refined	8.03	100%	6.9

v2 wins motivation + trust; v3 wins clarity. All three complete cleanly — the redesign isn't the bottleneck.

The one lever everyone flagged

Trust is capped at ~7.7 across all three — no flow shows a HIPAA / security signal. That's the single biggest fix, ahead of any layout choice.

Quick wins

Hide the practice-address field on "Virtual." Move the $1,000 free-payments incentive earlier — it reads as a surprise upsell at the end.

See it Quotes & verdicts → synthetic-onboarding-quotes.pages.dev · production control still blocked by reCAPTCHA, so this is prototypes-only for now.

06 / 09

Workstream 05 · Reporting needs survey

191 customers told us what reporting they want.

In-product PostHog survey to existing admins. High completion, and one ask towered over the rest.

191

responses

4,957 unique shown

84%

completion

161 finished

42%

want one thing

"outstanding work" view

132

beta opt-ins

auto-updating cohort

The #1 ask

A single "outstanding work" dashboard — sessions missing notes, unsigned notes, missing invoices, claims to chase. Top theme by mentions and the runaway most-useful vote.

Two things to chase

Respondents skew Advanced-plan US admins — our core payers. Two surfaced a P0: notes disappearing on Enter. One ABA practice will switch their whole team if we automate goal graphs.

See it Full visual write-up → reporting-survey.pages.dev · the 132-person beta cohort is the early-access shortlist.

07 / 09

Workstream 06 · Under the hood

Quiet fixes that unblock the funnel.

Not glamorous, but each one was silently leaking conversion or blocking a campaign.

Calendly reminders — bug fixed

The "Join the meeting" link only rendered for Zoom. Every Google Meet, Teams & Webex booking — the majority — got a reminder with no link, silently since launch. Fixed across all three templates (campaign 71).

Insurance capture + Pipedrive

The accepting_insurance field was 400-rejecting every person sync to Pipedrive since May 11. Root-caused and fixed — which is what unblocks the Managed Billing targeting.

Backfill, drafted

Only ~675 of 4,367+ insurance answers were ever captured. Three backfill campaigns (75/76/77) are built and drafted to fill the gap — ready for you to enable.

Why it matters The Calendly fix recovers demo no-shows we were losing blind; the Pipedrive fix is a hard dependency for the RCM launch reaching the right people.

08 / 09

What we ship and watch next

Read the live tests, unblock the next.

Ship

Enable the insurance backfill (75/76/77) so RCM + Pipedrive see the full audience.
Build Jamie's payments-page nudge — pending one call: keep the $1k gift gated to the checklist, or decouple it.
Fold the trust signal from the synthetic study into the onboarding flow.

Watch

RCM — Email 1 A/B and the first Calendly bookings on Glen & Ellis's link.
$1 modal — final "Level up vs Get hours back" winner before MAY1 expires Sun 31.
Post-sub A/B — first call-booking reads on the warmer challenger.
Reporting beta — turn the 132-person cohort into a reporting roadmap.

Pairs with Priya's demand-gen retro — together they cover the full funnel for the week.

09 / 09