Case Study: Ancestry achieves higher new-user revenue with UserTesting

How Ancestry improved their trial experience, increasing revenue from new subscribers by 6%

Ancestry worked with UserTesting to improve its free trial experience after the Growth Team ran experiments and uncovered friction in the signup flow. The challenge was to make the trial simpler and more compelling so more people would complete it and stay engaged.

Using UserTesting, Ancestry’s engineers and designers created a cleaner, sharper trial experience informed by user research. The result was a 20% decrease in day-one cancellations and a 6% increase in revenue from new users, showing clear impact from the work done with UserTesting.

Ancestry

Maria Cuasay

Director of Product, Growth