Case Study: Ancestry increases new-user revenue and reduces trial cancellations with UserTesting

Ancestry boosts new-user revenue 6% with UserTesting

Ancestry, the global leader in family history, faced a challenge with its free trial experience. Nearly two-thirds of potential subscribers would sign up on their website and provide credit card information, only to drop off shortly afterward without converting to paying customers. To address this, they partnered with the vendor UserTesting to understand and improve the trial onboarding process.

Using the UserTesting platform, Ancestry's Growth Team identified key friction points and set clearer expectations for new users. This led to a redesigned, simpler trial experience that better demonstrated the product's value. The solution resulted in a 20% decrease in day-one cancellations and a 6% increase in revenue from new users.

Ancestry