Automation had always been one of Keap’s core differentiators—but it was also one of its biggest barriers. Internally, teams were split: was automation the deep, customizable engine that power users loved, or the simple time-saver that new customers needed? Externally, the feature was underutilized and misunderstood. Customers assumed “automation” meant “complex,” and many avoided it altogether.

With the launch of Keap’s simplified Easy Automations feature, we needed a new frame that moved past the old perception of complexity—one that invited people in.

Approach

We simplified the pitch to its essence: You finally have time to save time.

We worked cross-functionally with product, design, and marketing to build the story around confidence, not complexity. The UI was redesigned to focus on clear use cases. The in-app copy guided users toward simple wins. We created a bank of ready-to-run automation templates and rewrote all supporting content to reinforce clarity and momentum.

Externally, we supported the release with new messaging, landing pages, onboarding sequences, and campaigns designed to shift perception—from intimidating to intuitive.

Outcome

Easy Automations resonated.

Adoption increased. Free Trial conversions doubled. The name alone gave sales and success teams a more approachable way to talk about automation. Internally, the product team aligned around a unified vision that would influence future roadmap planning. And for customers, it removed a key point of hesitation.

Clear thinking

Sometimes clarity isn’t about invention—it’s about reinvention of what was always there, in a way that gives people permission to begin.