Post on 13-Apr-2017
SaaS OptimizationEffective Process, Metrics and HacksStephen PavlovichConversion.com31 March 2016
Testing
Strategy
Insight
Data
KPIs
Goals
Testing
Strategy
Insight
Data
KPIs
Goals
Inactive trial
Active trial
Lapsed trial + no sale
Current customers
Lapsed customers
“If you could make one change to the product, what would it be?”
“Video conferencing”
+19%
Free trials do not pay the bills.
@conversion_com
Don’t convert to trial before the user is sold on the product.
@conversion_com
Testing
Strategy
Insight
Data
KPIs
Goals
“But how can you optimize for sales with a 14 or 30-day trial?”
Stage Day Phase Focus Goals KPIs
1 1 Acquire Landing pageSign-up page
Trial UVsTrials
SaaS metrics
Stage Day Phase Focus Goals KPIs
1 1 Acquire Landing pageSign-up page
Trial UVsTrials
2 1–2 Activate ProductEmail
Active user Product usage
SaaS metrics
Stage Day Phase Focus Goals KPIs
1 1 Acquire Landing pageSign-up page
Trial UVsTrials
2 1–2 Activate ProductEmail
Active user Product usage
3 14–30 Monetize Plans pageCheckout
Customer SalesMRR
SaaS metrics
Stage Day Phase Focus Goals KPIs
1 1 Acquire Landing pageSign-up page
Trial UVsTrials
2 1–2 Activate ProductEmail
Active user Product usage
3 14–30 Monetize Plans pageCheckout
Customer SalesMRR
4 <90 Retain ProductEmail
LTV Churn
SaaS metrics
Stage Day Phase Focus Goals KPIs
1 1 Acquire Landing pageSign-up page
Trial UVsTrials
2 1–2 Activate ProductEmail
Active user Product usage
3 14–30 Monetize Plans pageCheckout
Customer SalesMRR
4 <90 Retain ProductEmail
LTV Churn
+ – Upsell ProductEmail
Increase revenue
Negative churnARPA
SaaS metrics
Stage Day Phase Focus Goals KPIs
1 1 Acquire Landing pageSign-up page
Trial UVsTrials
2 1–2 Activate ProductEmail
Active user Product usage
3 14–30 Monetize Plans pageCheckout
Customer SalesMRR
4 <90 Retain ProductEmail
LTV Churn
+ – Upsell ProductEmail
Increase revenue
Negative churnARPA
+ – Refer ProductEmailRefer-a-friend
Virality Viral coefficient
SaaS metrics
Four options for KPIs
Stage Phase
1 Acquire
2 Activate
3 Monetize
4 Retain
+ Upsell
+ Refer
#1 Visit > Trial
Stage Phase
1 Acquire
2 Activate
3 Monetize
4 Retain
+ Upsell
+ Refer
#1 Visit > Trial⊕ Quick to test⊖ May not correlate to sales
Stage Phase
1 Acquire
2 Activate
3 Monetize
4 Retain
+ Upsell
+ Refer
#2 Visit > Sale
Stage Phase
1 Acquire
2 Activate
3 Monetize
4 Retain
+ Upsell
+ Refer
#2 Visit > Sale⊕ Better indication of revenue⊖ Increased test duration
Stage Phase
1 Acquire
2 Activate
3 Monetize
4 Retain
+ Upsell
+ Refer
#3 Visit > Qualified trial
Stage Phase
1 Acquire
2 Activate
3 Monetize
4 Retain
+ Upsell
+ Refer
#3 Visit > Qualified trial⊕ Quick to test⊕ Closer correlation to sales⊖ Need to develop reliable lead scoring model
Stage Phase
1 Acquire
2 Activate
3 Monetize
4 Retain
+ Upsell
+ Refer
#4 Visit > Active user
4: Visit to active user
Stage Phase
1 Acquire
2 Activate
3 Monetize
4 Retain
+ Upsell
+ Refer
#4 Visit > Active user⊕ Quick to test⊕ High correlation to sales⊖ Action needs to happen within 1–2 days
In SaaS conversion optimization,test through to active trials.
@conversion_com
Testing
Strategy
Insight
Data
KPIs
Goals
The “a-ha” moment is the tipping point for retention.
@conversion_com
Impact of churn on growth
Impact of churn on growth
Impact of churn on growth
Fix churn before acquisition – it will flatline growth.
@conversion_com
“Knowing this allowed us to do a lot to get new users to their “a-ha” moment quickly.”
Chamath Palihapitiya
Deliver the “a-ha” moment ASAP – even before the user signs up.
@conversion_com
Use simple Q&A to sell to and segment your audience.
@conversion_com
http://conversionxl.com/10-principles-of-effective-pricing-pages/
$6.99 $9.99
$6.99 $9.99
Quantity sold:
“How do we increase profit?”
1. Increase the price of the $6.99 bottle.2. Decrease the price of the $9.99 bottle. 3. Change the prices to $6.97 and $9.97.4. Offer 10% off if you buy three. 5. Something else…
$6.99 $9.99
Quantity sold:
$6.99 $9.99
Quantity sold:
$19.99
$6.99 $9.99
Quantity sold:
$19.99
Revenue
+40%
Free$0/month
Basic$25/month
Pro$100/month
Enterprise$300/month
✔ Feature 1 ✔ Feature 1✔ Feature 2✔ Feature 3
✔ Feature 1✔ Feature 2✔ Feature 3✔ Feature 4✔ Feature 5
✔ Feature 1✔ Feature 2✔ Feature 3✔ Feature 4✔ Feature 5✔ Feature 6✔ Feature 7✔ Feature 8
Get started Get started Get started Get started
Sales
+100%
Test “decoy” price plans + volume-based pricing.
@conversion_com
Stephen PavlovichFounder & CEO
E: stephen.pavlovich@conversion.comM: +44 7970 428029
Testing
Strategy
Insight
Data
KPIs
Goals