Expensify x LeanConvert case study
A better experience for:
Daniel Vidal
Chief Strategy Officer at Expensify
“It's from start to finish, not your traditional agency. LeanConvert helped pave the path of what a partner can do.”
Challenge
Expensify needed a faster way to validate product ideas while launching New Expensify and migrating millions of users from its legacy platform.
LeanConvert implemented FullStory, analysed user behaviour, and rapidly launched front-end experiments without requiring product releases.
Watch the full case study video below.
Results
Experiments launched in 1-2 weeks instead of 2-3 months
Faster validation of product and onboarding ideas
Reduced engineering effort spent on unproven features
Clear visibility into company card adoption drop-off points
The onboarding test that saved significant development time
One story highlighting LeanConvert’s unique approach was that there was a build that Expensify’s team was unanimous on going straight into deployment with: adding explanatory content to onboarding task tiles that they suspected would boost activation. Everyone was sure, yet LeanConvert pushed back and suggested testing it first.
They took that advice and found that adding more information dropped both activation and conversion significantly (-8.94%), so the full feature was never built. “Lead Convert was right. We didn’t end up spending time changing the actual product, developing those features fully, and deploying to all users, because we found out that adding more information did not result in more conversions,” says Daniel. “That just helped us save a ton of time.”
This single test represents what LeanConvert delivers at scale: the ability to kill bad ideas fast, so engineering energy is reserved for what actually works.
The company card adoption test
LeanConvert helped Expensify identify why more users were not adopting company cards by analysing the onboarding funnel step by step and pinpointing where users were dropping off.
Because company cards represent an important revenue stream, the analysis work focused on understanding whether friction was caused by low visibility of the offering, a weaker value proposition, or usability issues within the form itself. This analysis surfaced the stages with the highest drop-off (where users were asked to find and input information outside of the Expensify platform) giving Expensify a clearer view of where the journey was underperforming. It also revealed how many trial users went on to sign up for a company card.
Better together
"They're not exclusively advisors. They diagnose, bringing you 3 or 4 different solutions, collaborate with you on the best one, and then they actually set it up and develop it themselves. It's from start to finish, not your traditional agency, they feel like an extension of our product team."
Daniel Vidal
