Sharpened positioning increased trial-to-activation by 30%

HoneyBook realized their product wasn't landing as expected. New users were leaving because they found it too hard to learn. To prevent losing market share to competitors, HoneyBook’s product team sought a strategic partner to simplify their robust product into a compelling and approachable experience.

We started by studying direct and indirect competitors, users' sentiments, and product usage data. Research revealed that users felt they were trading one stress for another—the hassle of admin tasks for the overwhelm of mastering a new tool. To help users experience the product's benefits sooner, we focused the new positioning strategy on the most impactful features—invoices and contracts—and provided HoneyBook’s UX writers with a messaging guide to refresh content across all touchpoints.

HoneyBook saw a 30% increase in trial-to-activation rates. After seeing positive results, the product team championed the guide’s use across the business. Our partnership helped increase HoneyBook’s active, paying customers and made their product, marketing, and customer-facing teams more self-sufficient in creating impactful content.