meez

What is meez?

meez is smart recipe management software built for culinary professionals. Trusted by over 30,000 food and beverage professionals, meez is built for how back of house and back office professionals operate.

What was the problem you were facing?

As an organization, we believe in our product-led sales approach. While some of our potential customers do seek out direct interaction with our sales team, many of them prefer to explore on their own.

Our challenge was a common one: getting users who sign up for a meez trial to do the upfront work that is required in order to see value. Given that our target demographic – restaurateurs – are often not at their laptops, expecting them to complete the steps required to gain value from a meez trial was a hurdle.

We initially considered asking our engineering team to build an interactive demo with pre-populated data that users can explore on their own, but it became an engineering lift that we didn’t have the resources to tackle. That’s when Navattic came into the picture, offering a much easier solution.

How do you use Navattic demos today?

Leading with interactive tours on our website and in free trials has been incredibly effective, although we give people the option to schedule a demo throughout our entire funnel.

Our trial experience is very tour-focused: We prioritize taking tours in the first 14 days that emphasize key product features and their impact on the overall story, helping to activate trial users who, without interactive tours, would take much longer to reach these activation points.

We also added a “Take a tour” CTA on the website that directs users to a Navattic demo showcasing our 6 most value-adding workflows. Website visitors can now see the value meez offers before booking a call with our sales team.

We also build Navattic demos for every new feature launch and use demos in our support flows to answer commonly asked questions.

Lastly, for customers who do engage with sales, our sales team leverages demos in outbound campaigns to quickly showcase “aha” moments (again, our customer demographic is extremely busy and often away from their laptops). Tours have become a core part of our sales toolkit to easily explain things and offer product transparency at every stage.

What are some results you have seen since implementing Navattic?

Before implementing Navattic demos across our marketing and sales funnel, self-serve revenue accounted for just 10% of our overall revenue.

Now, in about 12-months, it has become one of our primary growth levers, contributing around 50% of our monthly new revenue.

The use of tours has also led to an increase in self-serve ACV and the number of new customers; self-serve is reaching that hockey-stick motion.

In terms of conversions, the best indicators of success are users who complete 2 or more flows, especially if one of those flows is our highest-engaging tour on Food Costing. If users take that tour along with another one, they are very likely to convert. Our sales team then focuses on engaging these high-potential users to further increase ACV.

What key strategies helped build effective demos?

When we first started using tours, we noticed that people generally took one tour first and dropped off. Through experimentation, we learned that a branching demo or a “choose your own adventure” experience was extremely effective at keeping people engaged and taking more tours.

After making those adjustments, we have seen significant improvements in visitor engagement:

First-time website visitors now complete an average of 4 flows in the demo, compared to just 1 flow a year ago.

Other demo success metrics we measure include:

• Completion rate of the Food Costing Tour, which increased from 15% to 75% throughout the year.
• The percentage of visitors completing 2 or more flows during their first website visit increased from 20% to 70%.
• The percentage of visitors completing 4 or more flows during their first website visit increased from 15% to 30%.
• Among users in our ideal customer profile (ICP), 50% take the Food Costing Tour within the first week, and 80% take a tour within the trial period, with 50% becoming product-qualified during that time.

What should Navattic builders know?

1. Don’t try to force users through a specific sequence of tours. Let them explore freely—this was our biggest learning.

2. Keep top-of-funnel website tours short, ideally no longer than 12 steps. These visitors are often just browsing and have limited attention spans.

3. When launching new feature demos, stick to your core value proposition first, then layer in new features later to avoid confusing users.

Anything else to share as part of your customer story?

Our audience, mostly restaurateurs, simply doesn’t have time to sit in front of their laptops and needs to see value quickly. Everything we do has to be through that lens – We have people with very limited time. How do we communicate value as quickly as possible? The answer is Navattic.