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Dyn, Cory von Wallenstein


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Dyn, Cory von Wallenstein

  1. 1. Uptime is the Bottom Line. SaaS Retention Tactics Cory von Wallenstein VP, Product Management
  2. 2. We are the DNS experts. <ul><li>Names to numbers </li></ul><ul><ul><li> -> </li></ul></ul><ul><li>Enterprise (Dynect Platform) </li></ul><ul><ul><li>$200/mo and up </li></ul></ul><ul><li>SMB (Dynect SMB) </li></ul><ul><ul><li>$30/mo, leading into full Dynect </li></ul></ul><ul><li>Consumer (DynDNS) </li></ul><ul><ul><li>$15/year and $30/year </li></ul></ul>Uptime is the Bottom Line.
  3. 3. 2010 Retention Tactics and Lessons Learned <ul><li>Enterprise (Direct Sales) </li></ul><ul><ul><li>Managing overages </li></ul></ul><ul><li>Consumer/SMB (Self Service/eCommerce) </li></ul><ul><ul><li>Experiments in renewal reminders </li></ul></ul><ul><ul><li>Automatic renewals </li></ul></ul><ul><ul><ul><li>Or, how I learned to shoot myself in the foot a year later </li></ul></ul></ul><ul><ul><li>Continuous improvement </li></ul></ul>
  4. 4. Enterprise: Managing overages <ul><li>Customers will end up in the wrong bucket </li></ul><ul><ul><li>They underestimated their need </li></ul></ul><ul><ul><li>They outgrew the current bucket </li></ul></ul><ul><ul><ul><li>May be a temporary spike, may be a trend </li></ul></ul></ul><ul><li>No one likes a surprise overage bill (cell phones) </li></ul><ul><ul><li>Balance of sales and account management </li></ul></ul><ul><li>Engage before the invoice. Goal is 20% revenue. </li></ul><ul><ul><li>Upsell and waive overages for trending growth </li></ul></ul><ul><ul><li>Handle spikes on a case by case basis </li></ul></ul>
  5. 5. Consumer/SMB: Experiments in renewal reminders
  6. 6. Consumer/SMB: Experiments in renewal reminders
  7. 7. Consumer/SMB: Auto Renewal
  8. 8. Consumer/SMB: Auto Renewal Payment Issues
  9. 9. Consumer/SMB: Auto Renewal Payment Issues
  10. 10. Consumer/SMB: Continuous Improvement
  11. 11. Consumer/SMB: Continuous Improvement <ul><li>Observations </li></ul><ul><li>A single, strong DNS call to action generated the best eCommerce metrics </li></ul><ul><li>Revenue/visit increased 27% </li></ul><ul><li>Average order value increased 20% </li></ul><ul><li>Conversion rate increased 6% </li></ul><ul><li>Transactions/visit increased 6% </li></ul><ul><li>Purchased Products/visit increased 11% </li></ul>