{"id":210859,"date":"2020-05-25T17:33:01","date_gmt":"2020-05-25T15:33:01","guid":{"rendered":"https:\/\/www.growens.io\/?p=210859"},"modified":"2023-12-18T12:40:31","modified_gmt":"2023-12-18T11:40:31","slug":"beefree-template-catalogue","status":"publish","type":"post","link":"https:\/\/www.growens.io\/en\/beefree-template-catalogue\/","title":{"rendered":"A Growth Hacking experiment: the Beefree Template Catalogue"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Within the group of companies belonging to the MailUp Group, <a href=\"https:\/\/www.growens.io\/en\/business_unit\/bee\/\" target=\"_blank\" rel=\"noopener\">Beefree<\/a> stands out for its agility, innovative approach and high growth rates. <strong>Its mindset and modus operandi are closer to those of a Silicon Valley startup<\/strong>, where part of the Beefree team works, than a traditional mid-sized company.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The BEE offer revolves around <strong>three products stemming from the same content builder<\/strong> (originally for emails only, and recently <\/span><a href=\"https:\/\/www.growens.io\/en\/bee-page-builder\/\"><span style=\"font-weight: 400;\">opened to web pages<\/span><\/a><span style=\"font-weight: 400;\">):<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>BEE Free<\/strong> is the free, entry-level drag &amp; drop editor, with no signup required<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>BEE Pro<\/strong> offers additional, advanced features, upon registration and payment of a monthly fee<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>BEE Plugin<\/strong> is the embeddable email &amp; landing page editor for SaaS applications<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">At business level, in recent years the company has worked to strengthen the funnel leading <strong>from the first Beefree experience to the subscription of a paid plan<\/strong>. A the same time, it has worked to increase the revenue lines coming from the Beefree SDK plans.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How did Beefree do it? Among other activities, by <strong>focusing on a modular catalogue of email templates<\/strong> &#8211; either free or paid, able to support the transition from a free to a paid plan, highlighting the value for customers that lies in paid plans.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This company chose to tackle this goal using the Growth Hacking methodology &#8211; multidisciplinary teams, small experiments, <strong>continuous iteration, incremental performance improvement<\/strong>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The result? <strong>+20% increase in conversions from Beefree<\/strong>\u00a0and a new revenue line for BEE Plugin. What\u2019s more, this successful experiment originated another one &#8211; a Designers Program that we\u2019ll discuss later in this article.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But first things first &#8211; let\u2019s start from the beginning.<\/span><\/p>\n<h2>The first steps of a new Template Catalogue<\/h2>\n<p>Originally, <span style=\"font-weight: 400;\">Beefree <\/span>was a much simpler product than it is today. In 2017, its users could count on just <strong>eight, very basic email templates<\/strong>.<\/p>\n<figure id=\"attachment_210842\" aria-describedby=\"caption-attachment-210842\" style=\"width: 1280px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-210842 size-full\" src=\"https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/1-Template_Catalog_1_release.png\" alt=\"\" width=\"1280\" height=\"872\" srcset=\"https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/1-Template_Catalog_1_release.png 1280w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/1-Template_Catalog_1_release-300x204.png 300w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/1-Template_Catalog_1_release-768x523.png 768w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/1-Template_Catalog_1_release-1024x698.png 1024w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/1-Template_Catalog_1_release-70x48.png 70w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/><figcaption id=\"caption-attachment-210842\" class=\"wp-caption-text\">The <span style=\"font-weight: 400;\">Beefree <\/span>template catalogue in 2017<\/figcaption><\/figure>\n<p>In that same year, the <strong>acquisition of MailCult<\/strong> (an Italian-based startup who developed an email builder) and the injection of the know-how of its three founders into <span style=\"font-weight: 400;\">Beefree <\/span>brought a <strong>new stream of innovation to the company<\/strong>, paving the way for new, exciting projects.<\/p>\n<p>The first idea was to <strong>revamp the interface of the <span style=\"font-weight: 400;\">Beefree <\/span>catalogue<\/strong> after the MailCult one, which had been rated very positively by startupper communities on social media.<\/p>\n<figure id=\"attachment_210844\" aria-describedby=\"caption-attachment-210844\" style=\"width: 1267px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-210844 size-full\" src=\"https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/2-MailCult.png\" alt=\"\" width=\"1267\" height=\"937\" srcset=\"https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/2-MailCult.png 1267w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/2-MailCult-300x222.png 300w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/2-MailCult-768x568.png 768w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/2-MailCult-1024x757.png 1024w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/2-MailCult-70x52.png 70w\" sizes=\"auto, (max-width: 1267px) 100vw, 1267px\" \/><figcaption id=\"caption-attachment-210844\" class=\"wp-caption-text\">The original MailCult template catalogue<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Action was needed at three levels:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Providing<\/strong> more templates and improving their quality<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Building<\/strong> a better interface to allow users to easily navigate among templates<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Creating<\/strong> a filtering and research system, to streamline the user experience as new templates were produced and published<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_210846\" aria-describedby=\"caption-attachment-210846\" style=\"width: 1601px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-210846 size-full\" src=\"https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/3-primo-mockup.jpg\" alt=\"\" width=\"1601\" height=\"1999\" srcset=\"https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/3-primo-mockup.jpg 1601w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/3-primo-mockup-240x300.jpg 240w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/3-primo-mockup-768x959.jpg 768w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/3-primo-mockup-820x1024.jpg 820w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/3-primo-mockup-70x87.jpg 70w\" sizes=\"auto, (max-width: 1601px) 100vw, 1601px\" \/><figcaption id=\"caption-attachment-210846\" class=\"wp-caption-text\">The first mockup of the new template catalogue user interface<\/figcaption><\/figure>\n<h2>The Growth Hacking methodology<\/h2>\n<p><span style=\"font-weight: 400;\">The second phase of this project was triggered by the appointment of an <strong>internal task force of Growth Hackers<\/strong>, including four people with complementary skills &#8211; development, design, product and business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Such skill mix proved to be the strength of this team, able to <strong>immediately execute on projects<\/strong> because complete of all the necessary competencies to develop specific experiments from start to end.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">During a meeting of the Beefree Growth Hacking team, a new idea came up.<strong> The template catalogue was then split in two<\/strong> &#8211; Beefree only templates vs free templates accessible to anyone at any time. <\/span><a href=\"https:\/\/youtu.be\/_qK9yW2eEj8?t=771\"><span style=\"font-weight: 400;\">This video<\/span><\/a><span style=\"font-weight: 400;\">, shot during the Growth Hacking Day days before the start of this experiment, explains it all.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The idea was to make the benefits of a paid plan (much richer in templates) <strong>immediately and transparently available for everyone<\/strong>, at the same time streamlining the upgrade process for customers.<\/span><\/p>\n<h2><b>Results<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Today the catalogue includes <strong>over 350 professionally designed templates<\/strong> and represents one of the most effective marketing tools for the Beefree project. The template page has proven to be capable of <strong>generating strong traction<\/strong> in terms of organic traffic and collects the highest percentage of unique visits within the whole <\/span><a href=\"https:\/\/beefree.io\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">beefree.io<\/span><\/a><span style=\"font-weight: 400;\"> site.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Following the introduction of the new Template Catalogue, Beefree witnessed <strong>an immediate +20% increase in conversions from Free to Pro free trials<\/strong>, with a consequent increase in MRR (monthly recurring revenue) resulting from the transition to paid plans of users satisfied with the Beefree free trials.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-210848\" src=\"https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/4-SlideRetreat.png\" alt=\"\" width=\"908\" height=\"495\" srcset=\"https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/4-SlideRetreat.png 908w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/4-SlideRetreat-300x164.png 300w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/4-SlideRetreat-768x419.png 768w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/4-SlideRetreat-70x38.png 70w\" sizes=\"auto, (max-width: 908px) 100vw, 908px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">And that&#8217;s not it: an <strong>unforeseen positive side effect<\/strong> came from Beefree SDK users (i.e. external platforms embedding the editor to offer an email design service to their customers), who started to ask to buy templates for their own users. This, in addition to <strong>opening up a new revenue channel for Beefree<\/strong>, meant that thousands of other users could take advantage of the templates.<\/span><\/p>\n<h2><b>Next step: Beefree Designers Program<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The success of this project has prompted to<strong> look for a way to speed up the production of templates<\/strong> and offer an even wider and more varied catalogue able to cover the main email types.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For this reason, Beefree launched the Beefree<strong>\u00a0Designers Program<\/strong>, opening the doors to talented designers from all over the world who daily contribute to the production of new templates. <\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Today the programme includes designers operating all over the world<\/strong>, including the United States, Canada, Russia, Bulgaria, the United Kingdom, Finland and Italy. What this talented mix of cultures and skills can accomplish proved truly extraordinary.<\/span><\/p>\n<figure id=\"attachment_210852\" aria-describedby=\"caption-attachment-210852\" style=\"width: 2190px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-210852 size-full\" src=\"https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/5-templatescatalog2020-1.png\" alt=\"\" width=\"2190\" height=\"2026\" srcset=\"https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/5-templatescatalog2020-1.png 2190w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/5-templatescatalog2020-1-300x278.png 300w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/5-templatescatalog2020-1-768x710.png 768w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/5-templatescatalog2020-1-1024x947.png 1024w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/5-templatescatalog2020-1-70x65.png 70w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/5-templatescatalog2020-1-1920x1776.png 1920w\" sizes=\"auto, (max-width: 2190px) 100vw, 2190px\" \/><figcaption id=\"caption-attachment-210852\" class=\"wp-caption-text\">The catalogue\u2019s UI today<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\"><strong>Beefree strongly believes in its freelancer community<\/strong> and has therefore decided to invest in it, creating a typical win-win situation &#8211; designers are paid for the templates they create and those very templates attract new visitors to the Beefree free trial.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Evolution, of course, does not stop there. In the coming months Beefree <strong>will redesign the beefree.io website<\/strong>, including an overhaul of the Template Catalogue interface, with a refreshed look &amp; feel, many new templates and some improvements that should further enrich the end user experience.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&#8212;&#8212;<\/p>\n<p><i><span style=\"font-weight: 400;\">Article by Mattia Arna\u00f9<br \/>\n<\/span><\/i><i><span style=\"font-weight: 400;\">Marketing Manager, Beefree<\/span><\/i><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-210856 size-thumbnail\" src=\"https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/mattia-arnau-tonda-150x150.png\" alt=\"Mattia Arna\u00f9, MailUp Group\" width=\"150\" height=\"150\" srcset=\"https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/mattia-arnau-tonda-150x150.png 150w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/mattia-arnau-tonda-60x60.png 60w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/mattia-arnau-tonda-70x70.png 70w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/05\/mattia-arnau-tonda.png 300w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Thanks to a cross-functional team and an innovative idea, BEE increased its conversions by +20% while creating new value for its end users.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[79,81],"class_list":["post-210859","post","type-post","status-publish","format-standard","hentry","category-senza-categoria","tag-beefree","tag-innovation"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.growens.io\/en\/wp-json\/wp\/v2\/posts\/210859","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.growens.io\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.growens.io\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.growens.io\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.growens.io\/en\/wp-json\/wp\/v2\/comments?post=210859"}],"version-history":[{"count":8,"href":"https:\/\/www.growens.io\/en\/wp-json\/wp\/v2\/posts\/210859\/revisions"}],"predecessor-version":[{"id":220866,"href":"https:\/\/www.growens.io\/en\/wp-json\/wp\/v2\/posts\/210859\/revisions\/220866"}],"wp:attachment":[{"href":"https:\/\/www.growens.io\/en\/wp-json\/wp\/v2\/media?parent=210859"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.growens.io\/en\/wp-json\/wp\/v2\/categories?post=210859"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.growens.io\/en\/wp-json\/wp\/v2\/tags?post=210859"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}