Product-led growth & conversion optimisation
Employment Hero wasn't a self-serve revenue engine. Free users came for hiring, but almost none converted to paid. Behavioural data revealed users weren't overwhelmed by features. They were overwhelmed by sequence, leading to friction and poor activation.
The approach was to build the conversion journey based on intent;
- Start with intent, not features
- Always lead with value, not configuration
- Show a small, opinionated path
- Separate "must-have" from "nice-to-have"
- Always end with a clear "next best action"
- Make exploration safe and understandable
The 6 design principles didn't just ship a feature, they became the shared language for how product, engineering, and growth make decisions across 3 markets.
1. Self-serve conversion unlocked:Setup completion improved and self-serve became a viable conversion path for the first time.
2. Reduced sales dependency:Self-serve upgrades reduced reliance on sales-assisted conversion.
3. Framework adopted at scale:The design principles became the shared decision-making language across the team.