How Baselane increased activation with in-product video calls
For early-stage companies, gathering valuable product feedback and converting new customers can be challenging. Timing emails effectively is difficult, and surveys can be costly and slow. ServiceBell provides an efficient solution to address both needs simultaneously.
About Baselane
Baselane is a cutting-edge financial operating system designed for the 11 million individual landlords and real estate investors in the United States. Its mission is to empower landlords with customized financial services that save time, boost returns, and expand investment portfolios.
- Industry: Fintech / Real Estate
- Company Size:60 employees
- Location: United States
How Baselane increased activation with in-product video calls
Baselane was looking for a better way to engage their customers, because of two big problems:
- Spending tons of money on new user acquisition, but new user activation was low, and they didn’t know why.
- Lifecycle email engagement was low because they didn’t know what to send, when to send, how often to send, etc.
Baselane aimed to engage with customers at critical moments, such as friction points during onboarding, to ask, “Why are you stuck? How can I help?”
The goal was to gain insights into customer behavior in real-time, enabling them to improve engagement and refine their product.
Previous attempts with user surveys proved challenging, as they often lacked actionable insights. Surveys were slow and costly—$100 per 30-minute call—with only a few calls possible each month. Additionally, the delay between user issues and the survey meant that users frequently forgot the specifics of their problems.
Surveys and session replay tools like FullStory are retroactive and offer no immediate impact on the user’s experience. Once users leave, they are unlikely to return.
To stay ahead through rapid experimentation and iteration, Baselane needed a more effective method to gather real-time feedback and adapt their go-to-market strategy.
The Solution: Watch users struggle in realtime (no meeting needed)
Baselane introduced a new initiative: directly calling all new trial users.
Previously, transitioning from a free trial signup to a meeting was cumbersome, even with Zoom. Issues included users not having Zoom installed, difficulty using it, or simply missing appointments.
“Instead of sending a Zoom link or calendar invite—which wastes time—Baselane can now join their session immediately. This allows them to see exactly what the user is experiencing, start a live call, and provide visual guidance within seconds.”
With ServiceBell, Baselane can quickly call customers who are stuck, identify both the issue and its cause, and guide them to the right feature using screen takeover.
Proactive onboarding with ServiceBell is more effective than traditional product tours. By engaging users directly and letting them interact with the product, Baselane enhances retention and accelerates activation.
This approach significantly boosts activation and conversion rates, reduces future support requests, and lowers churn risk.
The Result: Faster product feedback
Approximately 20% of the customers Baselane reaches through ServiceBell engage actively, and these customers close deals faster and more frequently compared to other engagement methods.
In addition to higher close rates, the customer feedback Baselane gathers through ServiceBell is invaluable. It has significantly influenced their product roadmap, including design decisions and feature prioritization.
Real-time feedback combined with improved conversion from free to paid? That’s a significant win!
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ServiceBell’s tools provide real-time insights and instant engagement opportunities, helping us connect with high-intent leads and increase our sales pipeline value.
