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Google Analytics for Particularly Curious SaaS People

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A bird's eye view of how Google Analytics can help SaaS businesses at each step of the customer funnel - using the AARRR model.

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Google Analytics for Particularly Curious SaaS People

  1. 1. Google Analytics For Particularly Curious SaaS People
  2. 2. Ah! I see you’re into this peculiar business of SaaS.
  3. 3. Simply smashing, old sport!! Ah! I see you’re into this peculiar business of SaaS.
  4. 4. Simply smashing, old sport!! Ah! I see you’re into this peculiar business of SaaS. And you wish to grow it every single minute of the day.
  5. 5. You monitor your creation ever so closely...
  6. 6. You measure the KPIs ever so keenly...
  7. 7. But in the end, you stick to your guns like Mr. Eastwood.
  8. 8. Or like Ms. Bigfoot Eastwood. But in the end, you stick to your guns like Mr. Eastwood.
  9. 9. A decision made from the gut based on your intuition can’t go wrong. Can it?
  10. 10. Believe me, IT CAN!
  11. 11. Enter Google Analytics
  12. 12. But wait ..
  13. 13. First, we need to structure our discussion.
  14. 14. First, we need to structure our discussion. I say! I do believe a framework is in order.
  15. 15. This man’s genius to the rescue...
  16. 16. This man’s genius to the rescue... That’s Dave McClure and we’ll be using his AARRR model to look at how a SaaS startup can leverage Google Analytics.
  17. 17. AARRR applied to SaaS
  18. 18. AARRR applied to SaaS Note: Google Analytics doesn’t track individuals. If you are interested in that, you should look into Kissmetrics or Mixpanel.
  19. 19. AcquisitionI. Acquisition Come, follow me. I’ll make you fishers of men. - Matthew, 4:19
  20. 20. Start with getting to know the people who are interested in your creation.
  21. 21. Start with getting to know the people who are interested in your creation. Where in heavens are they coming from ?
  22. 22. Get the drift?
  23. 23. What value are they bringing in ?
  24. 24. Erm...Or are they at all ?
  25. 25. Look ma, no value!!
  26. 26. So. What else can you do in Google Analytics for bettering acquisition?
  27. 27. So. What else can you do in Google Analytics for bettering acquisition? You see most of the visitors leave your site after a few visits, right?
  28. 28. So. What else can you do in Google Analytics for bettering acquisition? You see most of the visitors leave your site after a few visits, right? Here’s one thing you can do about it. You can create a remarketing list to bring them back to your site.
  29. 29. How do you do that? Reference
  30. 30. It’s simple! How do you do that? Reference
  31. 31. Take a list of people who searched your product name and didn’t convert. Hence, quality visitors Then, use this list in your adwords account to run a remarketing campaign. How do you do that? It’s simple! Reference
  32. 32. Activation One step at a time. One punch at a time. One round at a time.-Rocky Balboa, Creed II. Activation One step at a time. One punch at a time. One round at a time.-Rocky Balboa, Creed II. Activation And if the music's good, you dance. - Unknown
  33. 33. Friction = f(bad_experience);
  34. 34. All of us hate friction on our journey to product exploration. Friction = f(bad_experience);
  35. 35. I’m sure you understand that improving user experience is the obvious way to reduce friction.
  36. 36. Do you think social logins can reduce friction while onboarding users?
  37. 37. Do you think social logins can reduce friction while onboarding users? Do you think social logins can reduce friction while onboarding users? Find out. Run an A/B test.
  38. 38. Winner! Measure the results in Google Analytics. Like this.
  39. 39. In certain SaaS applications, social logins can also increase engagement inside the app, thereby encouraging visitors to use your core features.
  40. 40. Take Spotify for instance -----> In certain SaaS applications, social logins can also increase engagement inside the app, thereby encouraging visitors to use your core features.
  41. 41. Spotify users get to find their friends easily, when they sign up using social networks. Reference
  42. 42. Engagement increases when the user: 1. Listens to friends’ favorites. 2. Follows friends’ favorite artists. Reference
  43. 43. Triggers like social sharing buttons inside applications eliminate friction by reducing the extra steps that are usually required to share work.
  44. 44. You can track in-app events on Google Analytics using this simple analytics.js: $('a').click(function() { ga('send','event','Button',$(this).prop('href'),null); }); Triggers like social sharing buttons inside applications eliminate friction by reducing the extra steps that are usually required to share work.
  45. 45. Go ahead and try it, my data-driven cupcake! Triggers like social sharing buttons inside applications eliminate friction by reducing the extra steps that are usually required to share work. You can track in-app events on Google Analytics using this simple analytics.js: $('a').click(function() { ga('send','event','Button',$(this).prop('href'),null); });
  46. 46. Head over to our blog! www.chargebee.com/blog/ Enjoying this? For more lessons, observations, and stories on SaaS and marketing,
  47. 47. III. Retention “And now you'll be telling stories of my coming back and they won't be false, and they won't be true but they'll be real” ― Mary Oliver, A Thousand Mornings
  48. 48. So, do you want your customers to think of you as often as possible?
  49. 49. If so, push notifications would have crossed your mind. So, do you want your customers to think of you as often as possible?
  50. 50. Did you know that you can measure the impact of push notifications in Google Analytics?
  51. 51. Did you know that you can measure the impact of push notifications in Google Analytics? Say What??
  52. 52. Did you know that you can measure the impact of push notifications in Google Analytics? Say What?? You see, 43 new users have landed on your website with the push notification that you just sent.
  53. 53. Okay, are push notifications the only route to retention? Not really!
  54. 54. Emails! Okay, are push notifications the only route to retention? Not really!
  55. 55. Sending personalized emails is a great way to keep users in the know. Emails! Okay, are push notifications the only route to retention? Not really!
  56. 56. A well-crafted retention email, like this one, will go a long way in keeping your users with you.
  57. 57. Don’t forget to include a good old CTA to draw users back to the app. A well-crafted retention email, like this one, will go a long way in keeping your users with you.
  58. 58. So here, you get to visualize how these emails are impacting overall traffic.
  59. 59. Nuggets of wisdom. I almost forgot. There’s one other way to improve retention through emails.. Clear CTAs to download browser extensions!!
  60. 60. Nuggets of wisdom. I almost forgot. There’s one other way to improve retention through emails.. Clear CTAs to download browser extensions!!
  61. 61. Nuggets of wisdom. Product hunt lets users download their extension with every email that they send. I almost forgot. There’s one other way to improve retention through emails.. Clear CTAs to download browser extensions!!
  62. 62. How do extensions improve retention, you may ask.
  63. 63. Like this. Every time a user opens a new tab, Product Hunt shows its product updates on the window screen. How do extensions improve retention, you may ask.
  64. 64. How do extensions improve retention, you may ask. And, (theme alert!) you can track the extension downloads with Google Analytics. Like this. Every time a user opens a new tab, Product Hunt shows its product updates on the window screen.
  65. 65. IV. Referral Friends, Romans, countrymen, lend me your ears - Julius Caesar
  66. 66. Don’t you want to emulate the referral magic of say, Dropbox?
  67. 67. Don’t you want to emulate the referral magic of say, Dropbox? And there I was thinking that Dropbox won’t make sense to anybody but me.
  68. 68. Alright, so referrals made Dropbox great. But how can you make them work for you?
  69. 69. Alright, so referrals made Dropbox great. But how can you make them work for you? Hey Joe, do you know about this great new app? Tell me all about it, Frank.
  70. 70. How about you start with sharing referral links?
  71. 71. How about you start with sharing referral links? How about you start with sharing referral links? Like in this case, the link is inside a support email.
  72. 72. In this case, it’s in a chat window. Like Intercom.
  73. 73. https://www.intercom.io/powered-by?utm_source= web-app&utm_medium=outbound&utm_campaign =powered-by-intercom&product=Acquire&compa ny=Intercom These are UTM parameters that you add to the URL. In this case, it’s in a chat window. Like Intercom.
  74. 74. These are UTM parameters that you add to the URL. https://www.intercom.io/powered-by?utm_source= web-app&utm_medium=outbound&utm_campaign =powered-by-intercom&product=Acquire&compa ny=Intercom Why do you think it is necessary to add them? In this case, it’s in a chat window. Like Intercom.
  75. 75. Because, THIS. You can check the stats on the referral link that you just shared here.
  76. 76. “Show me the money”. - Jerry Maguire V. Revenue
  77. 77. Your business’s growth depends on the money you can invest, and then reinvest.
  78. 78. Your business’s growth depends on the money you can invest, and then reinvest. So, the big question is, what should you measure to increase your revenue?
  79. 79. So, the big question is, what should you measure to increase your revenue? How about finding your most popular plan and make it EVEN MORE popular? Your business’s growth depends on the money you can invest, and then reinvest.
  80. 80. To understand how to do that, let’s consider Mapbox’s pricing page, for instance.
  81. 81. User clicks this To understand how to do that, let’s consider Mapbox’s pricing page, for instance.
  82. 82. Lands here and fills information
  83. 83. Lands here and fills information Meanwhile - <a href = “#” onclick=ga(send, event, website, signup, std-plan, 49)
  84. 84. Meanwhile - <a href = “#” onclick=ga(send, event, website, signup, std-plan, 49) This is an “onclick” event. You can add it to the sign up button to track the number of conversions it gets. Lands here and fills information
  85. 85. Another area of attention.
  86. 86. Another area of attention. Urgent attention.
  87. 87. Another area of attention. Urgent attention. Are your users upgrading to the paid plan?
  88. 88. Are your users upgrading to the paid plan? Another area of attention. Wouldn’t you like to know how many users are upgrading? Also, how much money are you making with these upgrades? Urgent attention.
  89. 89. “Event value” in Google Analytics can give you answers!
  90. 90. Only 1 user has upgraded! :/ What the fudge? “Event value” in Google Analytics can give you answers!
  91. 91. That’s it honeybunch. We have reached the end of the road.
  92. 92. That’s it honeybunch. We have reached the end of the road. I know you’ve come a long way but now, it’s your turn to take the learnings with you and fly the wheel of success.
  93. 93. That’s it honeybunch. We have reached the end of the road. Remember. In data we must trust. I know you’ve come a long way but now, it’s your turn to take the learnings with you and fly the wheel of success.
  94. 94. Now go. Take your creation with you.
  95. 95. Now go. Take your creation with you. Leave footprints on the moon. Leave footprints on the moon. Now go. Take your creation with you.
  96. 96. Here’s a picture of two cuties to bid you godspeed!
  97. 97. Here’s a picture of two cuties to bid you godspeed! How did we do? Suggestions? Tell me all about it. https://twitter.com/preethishreeya
  98. 98. Image credits http://www.jdubuzz.com/2015/07/28/10-animaux-qui-souhai tent-devenir-photographes/ https://commons.wikimedia.org/ http://nos.twnsnd.co http://catalog.denverlibrary.org/ https://www.flickr.com/creativecommons/ https://pixabay.com/ http://www.freeimages.com/
  99. 99. Head over to our blog! www.chargebee.com/blog/ Enjoyed reading this? For more lessons, observations, and stories on SaaS and marketing,

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