From zero to ten experiments a month for Freshworks

The client

Freshworks is an Indian SaaS company offering cloud-based CRM, ITSM and e-commerce marketing. It was founded in 2010 and in 2021 became the first Indian SaaS listed on Nasdaq. The company runs a dual go-to-market motion of outbound and inbound sales, with inbound growth a major part of the business, and it brought in Speero to kickstart experimentation in support of that growth.

The challenge

Freshworks wanted to experiment, but there was no foundation for it. The company had no established practice for building and testing hypotheses, and no way to run or scale experimentation across teams. It needed both a framework and the organisational buy-in to turn testing into a lasting habit rather than a one-off project.

The solution

The results

Experimentation contributed 5-7% of the overall qualified lead volume for Freshworks. Executive sponsorship made experimentation a strategic priority, and early wins on critical pages such as pricing and the homepage built organisational buy-in. The program bridged teams and widened idea submission to employees across departments.

“The original hypothesis was to learn more about user behavior. But then we also figured that in high-velocity motion like Freshworks, a 0.25 % incremental improvement in a metric like web conversion rate goes a long way in driving quality lead volume, conversions, higher ARPA, and even ARR.”

Original project by Speero ↗ — published by the delivering agency, included here as an industry reference.