Automating sales through user insights

Plum Guide, a platform for premium vacation rentals, sought to eliminate the labour-intensive process of sales calls with potential hosts without affecting conversion rates. Through user research with over 20 hosts, we identified their critical priorities of high occupancy and reduced risks. This insight guided our collaborative workshops involving sales, marketing, and engineering teams to streamline sales and onboarding. We tested four landing page iterations and 15 email variants, refining messaging to improve conversions. Our final solution included a dynamic, region-specific landing page paired with an adaptive email sequence, driving host sign-ups and enabling the sales team to focus on higher value opportunities.