Freshworks is a SaaS from India that offers cloud-based CRM, ITSM, and e-commerce marketing. It was founded in 2010 and in 2021 became the first Indian SaaS listed on Nasdaq.
Freshworks has a dual GTM made from outbound and inbound motions. GP leads the inbound growth, which is a big part of the company. One of the first things GP wanted to do was to kickstart experimentation to enhance inbound growth.
Freshworks wanted to experiment, but there was no foundation. There was no practice in building and testing hypotheses, or running and scaling experimentation. That’s when they thought about reaching out to Speero.
Speero and Freshworks tackled scaling experimentation with a strategic, multi-pronged approach:
1. Assessment and Team Formation: Speero used our own experimentation audit tool to benchmark Freshworks' capabilities and gaps. This allowed Freshworks to build a cross-functional internal team made of product, marketing, web, and inbound growth teams, ensuring alignment and ownership.
2. Experimentation Framework: Freshworks and Speero developed a structured workflow to run a high volume of experiments. The strategy was:
“We struck a really good balance in terms of really learning about the user behavior and moving the needle forward in terms of our website experience. And also at the same time, running high velocity experience that would drive compounding growth for the business and keep the business running.”
3. UX research: We helped Freshworks run UX research where they, through interviews with customers, found different opportunities and gaps in their website experience.
4. Workshops and Roadmap Development: This UX research became input for collaborative workshops that brought together product, marketing, and inbound stakeholders around prioritizing hypotheses and creating an experimentation calendar.
The right mix of hypotheses helped Freshworks select the right tests and make an experimentation calendar for the next quarter(s). This roadmap balanced strategic tests on critical touchpoints (e.g., pricing and homepage) with iterative, high-velocity experiments.
5. Process Design and Deployment: Speero supported Freshworks in designing smooth workflows for testing, learning, and scaling insights. The methodology emphasized iterative learning cycles to refine user journeys and business metrics.
The program brought substantial impact and widespread recognition within Freshworks:
1. Business KPIs: Experimentation contributed 5-7% of the overall qualified lead volume. At Freshworks' scale, that's a massive number.
2. Cultural Shift: Executive sponsorship played a key role in establishing experimentation as a strategic priority. Early wins on critical pages, like the pricing and homepage, validated the approach and fostered organizational buy-in.
3. Cross-Functional Engagement: The program bridged gaps between teams, strengthening partnerships across product, product marketing, and web teams. Freshworks broadened the experimentation scope, allowing employees from all departments to submit ideas for testing.
“So, starting with exec buy-in, moving on to peer groups and stakeholders who are deeply involved in building hypotheses, making this successful and eventually rolling this out to the entire organization in terms of generating ideas.”
4. User Behavior Insights: Tests revealed counterintuitive user behaviors and validated key hypotheses, enhancing decision-making and aligning efforts across teams.
Use Speero’s free Experimentation Audit to analyze your program’s strengths, gaps, and capabilities so you can increase testing velocity and impact.
Use our goal tree map template, create a hierarchical visual representation of goals, and understand their independencies.
From iterative to disruptive, different types of tests can deliver different results. Understand where your tests fall on the solution spectrum using our blueprint.
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