Andrew Capland, originally tasked with increasing website visitor signups at Wistia, shifted his focus to improving the quality of these signups after realizing that only a small percentage converted to paying customers. By analyzing qualitative and quantitative data, Capland and his team identified that only about 20% of new accounts were likely to upgrade, prompting a strategy pivot towards onboarding higher-quality users. They employed tools like Mode and Mixpanel to track user behaviors and differentiated users based on factors such as email domains and geographic locations. This led to a more sophisticated email strategy with tailored communication tracks designed to guide users towards activation and eventual upgrades. Hiring a professional copywriter further refined their approach, resulting in higher open rates and more successful account conversions. The team’s efforts highlighted the importance of understanding user needs and customizing experiences to encourage engagement and retention.