you through it. Or you could watch a 30-second install video. We did everything possible to get you to install this JavaScript. In the meantime, we’d also received requests from existing customers about importing CSV data into Intercom. So we built a CSV importer that existing customers could use to get extra user data into Intercom after sign up. The breakthrough came when we realized this importer could be useful for new customers who are signing up for Intercom. We realized our context had changed significantly. We’d moved to a broader audience who found it much harder to install the JavaScript. It was no longer about how to get customers to install JavaScript. It was about how to get users into Intercom.
Once we stopped optimizing, and started redesigning, the impact was massive.
The three months before we launched the CSV importer, our conversion rate from emails to signed-up apps hovered around 30%. In the three months following, our conversion rate rose to 45%.
Even more incredibly, we hadn’t actually cannibalized the standard JavaScript installer – traditional JavaScript installs grew too.
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