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19 Proven Growth Hacks for B2B SaaS

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If you want to 2x your SaaS business, you can't rely on A/B testing (and we tell you why). Copy Hackers presents 19 well-researched techniques for doubling your revenue.

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19 Proven Growth Hacks for B2B SaaS

  1. 1. 19 GROWTH HACKS FOR SAAS (WITH EXAMPLES A PLENTY) Brought to you by COPY HACKERS WHEN A/B TESTING FAILS YA…
  2. 2. C’MON COPY HACKERS, WHY WOULD A/B TESTING FAIL ME? YOU SOUND KINDA SILLY! You, dear reader A/B TESTING IS NOT YOUR SHORTEST PATH TO GROWTH
  3. 3. LET US COUNT THE WAYS, DEAR READER… Silly Copy Hackers A/B TESTING IS NOT YOUR SHORTEST PATH TO GROWTH
  4. 4. PROBLEM #1 THINKING WHAT WORKS ON ONE WEBSITE WILL ALSO WORK ON YOURS
  5. 5. PROBLEM #2 BELIEVING A/B TESTING IS A WAY TO GROW A BUSINESS WHEN THAT’S NOT ITS PURPOSE
  6. 6. PROBLEM #3 NOT HAVING SUFFICIENT TRAFFIC OR CONVERSIONS TO COMPLETE A TEST
  7. 7. PROBLEM #4 INADVERTENTLY INFLUENCING THE TEST OUTCOME (E.G. BY RUNNING A SITE-WIDE PROMOTION)
  8. 8. PROBLEM #5 NOT HAVING THE DISCIPLINE TO LET A TEST RUN TO COMPLETION
  9. 9. PROBLEM #6 FOCUSING ONLY ON SHORT-TERM WINS, WHICH WILL HAVE ZERO IMPACT ON YOUR BOTTOM LINE
  10. 10. PROBLEM #7 STAYING MOTIVATED ACROSS DOZENS OF TESTS… ‘COZ WINNERS ARE RARE
  11. 11. PROBLEM #8 BEING UNABLE TO RELIABLY TEST BLOG POST HEADLINES, IN-APP SCREENS, AND DRIP EMAILS
  12. 12. PROBLEM #9 OFTEN SAYING “THAT MAKES ABSOLUTELY NO SENSE” AFTER A TEST IS COMPLETED
  13. 13. CONVINCED? COOL, LET’S MOVE ON TO THE 19 GROWTH HACKS YOU CAME HERE FOR Not-so-silly Copy Hackers A/B TESTING IS NOT YOUR SHORTEST PATH TO GROWTH
  14. 14. HOW WE’VE ORGANIZED THESE GROWTH HACKS BROKEN DOWN BY PIRATE METRICS ▸ Acquisition: You acquire the user (for a SaaS product, this usually means a sign up) ▸ Activation: The user tries your product, indicating a good first visit ▸ Retention: The user continues to use your product, indicating they like your product ▸ Revenue: The user pays you ▸ Referral: The user likes your product so much he refers other new users CREATOR OF “PIRATE METRICS” FOR SAAS CAP’N JACK SAYS “AARRR”
  15. 15. AARRR METRIC: ACQUISITION 1. TEACH YOUR VISITORS HOW TO SUCCEED
  16. 16. 1. TEACH YOUR VISITORS HOW TO SUCCEED USE YOUR KNOWLEDGE OF THE PRODUCT SPACE ▸ It’s rare to find a SaaS product that teaches people how to be better at their jobs — this is your opportunity ▸ You and your team can teach others how to be amazing in their roles (and they’ll remember that) ▸ Learning something new about a relevant topic from an expert (this means YOU!) will build trust: ▸ Email drip course (like Rob at Drip offers) ▸ Downloadable ebook (like Copy Hackers offers) ▸ Video presentation (like Wistia offers)
  17. 17. 1. TEACH YOUR VISITORS HOW TO SUCCEED HOW INTERCOM DOES IT The team has written 3 great, well- received ebooks, based on what they’ve learned while building Intercom. This is genius worth borrowing. Check ‘em out here, here, and here.
  18. 18. 1. TEACH YOUR VISITORS HOW TO SUCCEED HOW SENDWITHUS DOES IT Learn everything you wanted to know about transactional emails in their Pirate’s Guide to Email. They’ve gone a step further, creating the Open Source Email Templates Project, where anyone can browse and download high quality email templates to use for their own business.
  19. 19. AARRR METRIC: ACQUISITION 2. LET YOUR CONTENT SLIDE[SHARE]
  20. 20. 2. LET YOUR CONTENT SLIDE[SHARE] LOOK FAMILIAR? IT DOESN’T HAVE TO END LIKE THAT This is a typical traffic pattern for those blog posts you work so hard to create.
  21. 21. 2. LET YOUR CONTENT SLIDE[SHARE] RESHAPE YOUR CONTENT FOR A BUILT-IN AUDIENCE ▸ SlideShare’s visited by 70 million people per month ▸ Alexa ranking of 174, which means that it also has some serious Google juice ▸ Fantastic resource for the B2B crowd: ▸ We’ve written about it ▸ Content Marketing Institute has written about it a lot ▸ MarketingProfs talks about it ▸ Presentations need to be engaging and compelling enough to cut through the noise
  22. 22. 2. LET YOUR CONTENT SLIDE[SHARE] HOW DRIFT DID IT As a product marketer for the start-up, Drift, Dave Gerhardt wanted to teach other start-ups about the important role of product marketing. He scripted an engaging story, created an attractive slide template, and uploaded it to SlideShare in October 2015. In the 4 months since, Dave’s presentation has acquired more than 77,000 views. By embedding the SlideShare on a related blog post, he also managed to get Drift’s blog listed on the first page of Google search results for the term “what is product marketing” – within the first 30 days.
  23. 23. 2. LET YOUR CONTENT SLIDE[SHARE] HOW EMILAND DE CUBBER DID IT Emiland De Cubber, a skilled presentation designer, decided to pick on a public NSA slide deck to generate leads for his business. The Dear NSA presentation went viral and now has 1.2 million views. His work caught on so well that it was picked up by 13 media outlets – like Mashable, TechCrunch and Business Insider – and received more than 30,000 social shares. And how many leads did Emiland receive? Hundreds.
  24. 24. AARRR METRIC: ACQUISITION 3. DON’T POO-POO TRADITIONAL PR
  25. 25. 3. DON’T POO-POO TRADITIONAL PR PR CAN DO AMAZING THINGS FOR YOUR BUSINESS ▸ Provide massive reach for your message: With Google or Facebook ads, you can’t buy the kind of traffic that a single article in The New York Times can deliver ▸ Deliver long-lasting traffic: When you stop paying for ads, they stop delivering traffic, but a well-placed write-up in a popular tech publication will drive traffic to your website for years ▸ Furnish unexpected opportunities: Investors and potential partners may reach out to you directly based on a favourable review of your product ▸ Amplify your existing marketing: You can leverage third-party media in your own outbound marketing to broaden their impact
  26. 26. 3. DON’T POO-POO TRADITIONAL PR HOW AIRBNB DID IT Back in October 2008, “AirBed & Breakfast” made a splash at the Democratic National Convention, and later at South by Southwest, with a crate of 500 hand- crafted, candidate-spoofing cereal boxes. The creative promotion: ‣ Got the company featured in TechCrunch ‣ Allowed them to pay off $30,000 in credit card debt from the sales proceeds ‣ Earned them a spot in the much-loved startup accelerator, Y Combinator
  27. 27. 3. DON’T POO-POO TRADITIONAL PR HOW DOLLARSHAVECLUB DID IT In March 2012, DollarShaveClub.com posted their Our Blades Are F***ing Great video to YouTube. In the first 48 hours, 12,000 people signed up for his subscription service. Aside from a handful of Google ads, DollarShaveClub had done no other marketing. The video now has 22+ million views, 109K thumbs ups, and 8,700 comments.
  28. 28. 3. DON’T POO-POO TRADITIONAL PR HOW DUCKDUCKGO DID IT When you do a search on DuckDuckGo, it doesn’t know who you are. Your IP address isn’t logged. There are no user accounts. The site doesn’t use cookies to keep track of where you go. In January 2011, Gabriel Weinberg decided to run a PR campaign. He rented some prominent billboard space and went directly after Google’s own privacy policies. DuckDuckGo got picked up in Wired, Business Insider, Search Engine Watch, and The Guardian, and with those mentions came credibility. And so as privacy concerns have mounted over the past 5 years, DuckDuckGo and Gabriel have become go-to sources for mainstream and tech publications when privacy stories break.
  29. 29. AARRR METRIC: ACQUISITION 4. POWER UP WITH “POWERED BY”
  30. 30. 4. POWER UP WITH “POWERED BY” VIRAL LOOP STRATEGY MADE FAMOUS BY HOTMAIL ▸ Hotmail used every single email sent through their service to market themselves to new users ▸ In a little more than 1 year, their user base went from 20,000 to 12 million. Shortly thereafter they were acquired by Microsoft ▸ It’s been more recently adopted by B2B SaaS products — taking the form of a “Powered by X,” where X is the company name ▸ Emails, product widgets, and hosted web pages are ideal places for “Powered by” messages
  31. 31. 4. POWER UP WITH “POWERED BY” VIRAL LOOPS FUEL GROWTH Kickstarter uses StatusPage.io and helps them spread the word. Qualaroo’s name really gets around on website pop-up surveys. MailChimp isn’t shy about branding your emails.
  32. 32. 4. POWER UP WITH “POWERED BY” HOW TYPEFORM AND WISTIA DO IT Don’t stop at the standard “Powered by” message. Get more creative, try some alternatives, and track the results. Here are a few to get you started: ‣ Proudly crafted by {Brandname} ‣ Made with care by {Brandname} ‣ Got {Brandname}? ‣ Want this for your site? While its free plan comes with the Powered by message, Typeform gives customers of its higher survey plans the option to remove it. Wistia also uses “Powered by” as a way to move people from free to paid.
  33. 33. AARRR METRIC: ACQUISITION 5. WATCH SOME PORN. ORDER SOME PIZZA. ADVERTISE.
  34. 34. 5. WATCH SOME PORN. ORDER SOME PIZZA. ADVERTISE. EAT24’S SURPRISING APPROACH TO ADS ▸ Eat24 is a popular, bootstrapped food delivery business ▸ Without VC funding, they’ve had to create unique marketing strategies to fit their budget and brand… which in this case meant finding an ad network with huge traffic and cheap inventory ▸ They looked at their customer base, and found that some of Eat24’s heaviest users and biggest fans are in the adult film industry ▸ Could porn sites be an effective place for Eat24 to advertise?
  35. 35. 5. WATCH SOME PORN. ORDER SOME PIZZA. ADVERTISE. EAT24’S SURPRISING APPROACH TO ADS Porn sites also have low advertising CPM / CPI. They discovered a potential gold mine. Porn sites get big traffic.
  36. 36. 5. WATCH SOME PORN. ORDER SOME PIZZA. ADVERTISE. EAT24’S SURPRISING APPROACH TO ADS ▸ The big challenge was creating ads to compete with the male enhancement and adult friend finder ads ▸ From Eat24’s blog: “Our porn banner ads saw 3x the impressions of ads we ran on Google, Twitter and Facebook combined. Click throughs? Tens of thousands of Americans clicked our ads. Yeah, but did they convert? Please. We saw a huge spike in orders.” ▸ It may not be for you, but if you’re going to advertise, look beyond the obvious because your competitors are looking at the obvious, too, and that makes it expensive The team landed on this ad creative.
  37. 37. AARRR METRIC: ACQUISITION 6. GET SOME SIDE PROJECT MARKETING
  38. 38. 6. GET SOME SIDE PROJECT MARKETING MARKETING THAT ISN’T PERCEIVED AS MARKETING ▸ Content marketing in the form of blog posts, ebooks, whitepapers, and infographics can create awareness of your business, but they tend to have a short shelf life ▸ “Side projects” — in the form of free, useful tools that your prospects use regularly — are becoming a lucrative marketing channel that can generate a massive amount of awareness, traffic, and conversions ▸ If you create something that delivers value to your target audience, people will pay attention (and share)
  39. 39. 6. GET SOME SIDE PROJECT MARKETING HOW HUBSPOT DOES IT Back in 2006, HubSpot built a free tool called Website Grader, which grades a website’s performance in under 30 seconds, across 30 factors, and gives it a score based on how it compares to other websites that have been tested. Since 2011 it’s been updated several times… getting better each time… and, according to Harvard Business Review, has been HubSpot’s single most effective inbound marketing strategy. Between its initial launch and 2011, Website Grader ran on more than 4 million websites.
  40. 40. 6. GET SOME SIDE PROJECT MARKETING HOW CREW DOES IT They threw together a domain, a Tumblr theme, the coffee shop photos — and they called it Unsplash. After a home page redesign, the team at Crew (makers of a curated designer and developer directory) had some leftover photos from a coffee shop shoot that they wanted to give away, royalty free. Since launching Unsplash, Crew’s own blog has paled in comparison as a source of referral traffic. Unsplash now sees more than 11 million unique visitors every month, and it’s the #1 traffic source to Crew’s main website.
  41. 41. 6. GET SOME SIDE PROJECT MARKETING HOW BUFFER DOES IT Pablo lets you design images for your social media posts for free. To make your own side project a success, build something your audience will value and find useful… and give it away. Create something truly useful and the end user won’t even realize it’s marketing.
  42. 42. AARRR METRIC: ACQUISITION 7. INTEGRATE LIKE A MOFO
  43. 43. 7. INTEGRATE LIKE A MOFO SLACK INTEGRATIONS FUEL THEIR GROWTH ▸ Over 2.5 million daily active users and more than $60 million in projected annual revenue ▸ Key differentiator is easy integrations with other products (300+ in their App Directory) ▸ Integrations make products smarter and more useful to customers on both sides of the integration — and they’re a great way to grow your customer base ▸ For your business, what other products do your best customers use?
  44. 44. 7. INTEGRATE LIKE A MOFO CREATE YOUR OWN INTEGRATION AND GET LISTED Or if your customers use lots of apps, consider a Zapier integration, which boasts a huge audience of savvy marketers and developers who want to move data between their favorite applications. For example, if your customers already use FreshBooks, why not create a basic integration to get your SaaS app listed in their directory?
  45. 45. AARRR METRIC: ACQUISITION 8. GO NARROW TO OWN A MARKET SEGMENT
  46. 46. 8. GO NARROW TO OWN A MARKET SEGMENT OWNING A MARKET SEGMENT IS A FAST PATH TO 2X ▸ If you don’t know exactly who you’re building for, growth is going to be a serious challenge (go solve that issue NOW) ▸ If you’ve already licked the “who’s our audience” problem, are you targeting the ideal audience for long-term growth? ▸ By repositioning your product (even slightly) for a different – and ideally more cash-rich target market – you may be able to increase your prices ▸ Going narrow will also make it easier for you to differentiate from the competition (who are probably trying to sell to everyone!)
  47. 47. 8. GO NARROW TO OWN A MARKET SEGMENT HOW CONVERTKIT DID IT In October 2014, Nathan Barry was at a critical point in the development of ConvertKit. Growth had stalled and monthly revenue was hovering around $1200. As of March 2016, just 17 months later, ConvertKit’s sales are on an enviable upward trajectory, eclipsing $175,000/month. What changed during those 17 months? It was Nathan’s decision to reposition ConvertKit from “email marketing for authors” to “email marketing for professional bloggers.” The product didn’t change dramatically right off the bat. But the repositioning of ConvertKit made it instantly clear who should be considering the product: people who care most about growing their list and are willing to pay for that growth.
  48. 48. 8. GO NARROW TO OWN A MARKET SEGMENT HOW BASECAMP 3 DID IT In 2016, Basecamp 3 was launched with all-new pricing and new positioning. The previous version of Basecamp offered several pricing plans based on the number of active projects. But the new Basecamp has only 2 monthly plans: 1 for internal teams, and 1 for agencies — called “Basecamp With Clients“. What makes the 2 plans different? It’s primarily a single feature called Clientside, which is designed to separate internal communications from client communications. Basecamp has always had tons of agencies as customers, but now the product looks like it’s been built specifically with agencies in mind.
  49. 49. AARRR METRIC: ACTIVATION 9. HELP YOUR NEW CUSTOMERS SUCCEED
  50. 50. 9. HELP YOUR NEW CUSTOMERS SUCCEED FOCUS ON CUSTOMER SUCCESS AND CHURN WILL DROP ▸ In the “old” software model, an account executive would sell the customer a product once for an ongoing license and commit the customer to pay an annual service fee (for customer support) ▸ SaaS is different… every month your customers can decide to renew your product or not ▸ The likelihood of churn is greater now than in the old software model ▸ If you want to grow your SaaS business, double-down on customer success and know for sure that your customers are getting maximum value
  51. 51. 9. HELP YOUR NEW CUSTOMERS SUCCEED FOCUS ON CUSTOMER SUCCESS AND CHURN WILL DROP Create an engaging webinar for brand new users where you can teach them how to be successful with your product. Or what about offering 1-on-1 product demos for new teams (of a certain size, or for companies whose logos you’d love to put on your home page) that sign up for your free trial? If you use event- or people-driven analytics tools like Heap, Mixpanel, or KISSMetrics, you can filter users based on their Day 1 engagement, and armed with that list, proactively reach out to those users who initially interacted with your product but didn’t continue.
  52. 52. AARRR METRIC: ACTIVATION 10. PAY YOUR CHURNING CUSTOMERS
  53. 53. 10. PAY YOUR CHURNING CUSTOMERS INVEST IN UNDERSTANDING WHY PEOPLE LEAVE ▸ Paying to interview your churning customers will be the best money you’ve ever spent! ▸ Surveys don’t let you explore how a person feels about your product or what jobs, situations, and circumstances brought them to try it ▸ Instead, offer an Amazon e-gift card for a “face to face” discussion: 1. Email a newly churned customer and ask her to hop on a call in exchange for a $25 or $50 Amazon gift card 2. Those who accept your request can pick a spot on a shared calendar, like Calendly 3. Use Skype or Google Hangouts to conduct a 30-minute session 4. Deliver the Amazon card when the call ends
  54. 54. 10. PAY YOUR CHURNING CUSTOMERS ASK QUESTIONS THAT DELIVER ACTIONABLE INSIGHTS What were your original expectations for our product? What was your process for getting up to speed — or getting your team up to speed? Why didn’t our product deliver on your original expectations? At what point did you decide our product wasn’t right? What sorts of challenges did you encounter along the way?
  55. 55. AARRR METRIC: ACTIVATION 11. GIVE “WHITE GLOVE SERVICE”
  56. 56. 11. GIVE “WHITE GLOVE SERVICE” FOR EARLY GROWTH, DO THINGS THAT DON’T SCALE ▸ Early on, don’t worry about building a slick onboarding process because it’ll scale well ▸ Do whatever it takes to help your new users achieve success — including “manually” onboarding them to ensure they see value right away ▸ Concierge onboarding will keep your developers focused on building the core product… and give your growth team amazing data on user goals
  57. 57. 11. GIVE “WHITE GLOVE SERVICE” HOW CONVERTKIT, INFUSIONSOFT, AND DRIP DO IT ConvertKit offers a Concierge Migration to eliminate the pain of switching from your existing email platform, including setting up new forms, email sequences, and subscriber lists. Infusionsoft knows how important it is to get customers onboarded correctly, but their approach is a little different: they charge new customers $1500 to $4000 for their Kickstart onboarding program. Drip will adapt your existing drip email course or write one entirely from scratch – and they’ve been offering this service since their early days.
  58. 58. AARRR METRIC: RETENTION 12. FOCUS ON USABILITY VERSUS PROBABILITY
  59. 59. 12. FOCUS ON USABILITY VERSUS PROBABILITY BEFORE A/B TESTING, COMPANIES TESTED USABILITY ▸ A/B testing pits two versions of a web page against each other to determine which one performs better around a specific (and desired) user action ▸ But prior to 2004, website owners – without the use of today’s A/B testing tools – relied on usability testing to figure out how to improve their conversion rates ▸ Usability testing gets at why users take certain actions, which is something that A/B testing isn’t capable of measuring ▸ Usability test results are immediate, and with as few as 5 participants, you can generate actionable insights
  60. 60. 12. FOCUS ON USABILITY VERSUS PROBABILITY BEFORE A/B TESTING, COMPANIES TESTED USABILITY Usability testing is most often labeled as qualitative research, because usability cannot be measured purely by the numbers (due to the much smaller sample size). But usability testing is more than that… One of its primary goals is quantifying how many people succeed at the tasks you give them – and how many obstacles they encounter along the way. Usability testing is also about watching your users interact with your website and asking questions like “How can that be accomplished?”, “Why is this frustrating?”, and “What are you thinking there?”
  61. 61. AARRR METRIC: RETENTION 13. DON’T LET CREDIT CARDS EXPIRE!
  62. 62. 13. DON’T LET CREDIT CARDS EXPIRE! FAILED PAYMENTS ARE PREVENTABLE CHURN ▸ Expired credit cards are a primary source of customer churn for SaaS companies ▸ Credit cards typically expire every 36 months, and applying some simple math reveals that roughly 3% of your customers’ credit cards will expire each and every month ▸ If you do nothing about failed credit card payments, you may lose those customers permanently ▸ You can avoid all the manual work of collecting failed payments by using a service such as Churn Buster, Stunning, or Baremetrics
  63. 63. 13. DON’T LET CREDIT CARDS EXPIRE! FAILED PAYMENTS ARE PREVENTABLE CHURN SaaS services like Churn Buster will automatically retry your customers’ failed payments at just the right time. They will also attempt to automatically update the credit card expiry dates, without the credit card owner intervening — just prior to the cards expiring. And if that doesn’t work, they’ll send a series of friendly emails (which are typically customizable) to your customers on your behalf, so that they’ll know to update their billing information before a payment re-attempt fails.
  64. 64. AARRR METRIC: REVENUE 14. PAUSE NOT (…NOT)
  65. 65. 14. PAUSE NOT (…NOT) PREVENT CANCELLATIONS WITH A “PAUSE” OPTION ▸ If a customer is happy with your product but needs to take a break, you could take a hard line and explain that all her data will be lost if she cancels ▸ But if you’d rather build healthy long-term relationships with customers by keeping their data intact, give them the ability to pause their account — even for a small monthly fee (which is something not many SaaS companies are testing) ▸ Charging a nominal monthly fee will prevent a complete loss of that customer’s MRR (remember, it’s far less expensive to keep a customer than find a new one)
  66. 66. 14. PAUSE NOT (…NOT) HOW TREEHOUSE AND CODE SCHOOL DO IT Treehouse makes it simple to pause your course subscription. Code School lets you easily suspend your account.
  67. 67. AARRR METRIC: REVENUE 15. DON’T TREAT “AFFILIATE” LIKE A FOUR- LETTER WORD
  68. 68. 15. DON’T TREAT “AFFILIATE” LIKE A FOUR-LETTER WORD BE THOUGHTFUL ABOUT WHO YOU WORK WITH ▸ Challenges with old school affiliate marketing: affiliates only push heavily discounted items with their audience, they may not care about your product at all, and you’ll need someone to manage the relationships ▸ Be proactive and choose like-minded affiliates with purpose — choose companies that have a similar audience and whose products complement yours ▸ Invest in the relationship to establish a mutual trust ▸ If you really don’t like the word “affiliate,” try using “partner” instead (we get it!)
  69. 69. 15. DON’T TREAT “AFFILIATE” LIKE A FOUR-LETTER WORD HOW WE (COPY HACKERS!) DID IT AppSumo knew all about Copy Hackers… had consumed our ebooks… and understood our brand and our business. Then Copy Hackers became an affiliate for Lead Pages, the landing page SaaS company. They made it easy for us to sell more products by handling every detail: pricing strategy, promotion dates, sales pages and emails, refunds, product hosting… everything! Joanna recently co-hosted a LeadPages webinar. It was 75 minutes of training that ended in 15 minutes of pitching – and if you roll your eyes at the idea of pitching in a webinar, then this growth hack isn’t for you. :-)
  70. 70. AARRR METRIC: REVENUE 16. OFFER SOFTWARE AND A SERVICE
  71. 71. 16. OFFER SOFTWARE AND A SERVICE INCREASE PRICES (A LOT!) BY ADDING A SERVICE ▸ The beauty of SaaS is that once you’ve acquired a customer, your product should do most of the heavy lifting to keep that customer, with some occasional quality support from your team ▸ But what if you could combine your SaaS product with a highly-valued, people-powered service? ▸ Blogging software? Offer content strategist upgrades… Email software? Offer copywriter access… Design software? Offer creative director assistance… ▸ The following examples illustrate how combining software with a service can double, triple, or even 10x your monthly plan prices
  72. 72. 16. OFFER SOFTWARE AND A SERVICE HOW BENCH DOES IT They charge 5-10x more than do-it- yourself SaaS bookkeeping products (like QuickBooks Online) by making their team of experts accountable for your success. Bench is a fast-growing SaaS start-up that provides bookkeeping services to companies — plans range from $135/month to $350/month. It’s traditional SaaS, powered by people. Their software lets you message your Bench bookkeeping team, sync Bench with your bank and credit card accounts, and view your balance sheets any time you like.
  73. 73. 16. OFFER SOFTWARE AND A SERVICE HOW USER TESTING DOES IT With their Pro plan, you get access to a team of capable researchers and project managers who will: ‣ Plan your tests ‣ Recruit participants ‣ Moderate the sessions ‣ Annotate videos ‣ Administer NDAs UserTesting has recently added optional services to its popular automated usability testing software.
  74. 74. AARRR METRIC: REVENUE 17. CREATE AN UPGRADE PATH
  75. 75. 17. CREATE AN UPGRADE PATH CHURN IS BAD, SO KILL IT WITH AN UPGRADE OPTION ▸ Churn is the percentage of customers and revenue that you lose each month (the leak in the SaaS bucket) ▸ One way to reduce churn is to improve your product and directly address the reasons why people leave ▸ Another way to outpace churn is by getting your existing customers to spend more money next month than they did this month ▸ Create an upgrade path and give customers the option to solve a bigger problem or receive more value from your product — and many will pay more for that outcome
  76. 76. 17. CREATE AN UPGRADE PATH HOW BUFFER DOES IT Buffer has 51,000 customers and monthly revenue of $755,000 (at the time of writing). Much of that revenue comes from their “Awesome” plan, which costs just $10/month. To reduce the need for Buffer to get all those renewals EVERY month, the team introduced Buffer for Business — a plan that lets your entire team work within the same Buffer account instead of relying on 1 person to do it all. Within a few months of its launch, Buffer for Business was generating more than 10% of the company’s total revenue. Check out these upgrades from just a single day!
  77. 77. AARRR METRIC: REFERRAL 18. DOUBLE THE INCENTIVE, DOUBLE THE FUN
  78. 78. 18. DOUBLE THE INCENTIVE, DOUBLE THE FUN DROPBOX’S DOUBLE-SIDED REFERRAL PROGRAM IS LEGENDARY ▸ Their team created the referral program out of necessity because their paid product was $99/year but it cost them between $288 and $388 to acquire each new customer via paid ads and affiliates ▸ Inspired by PayPal’s refer-a-friend program, Dropbox developed a double-sided referral program ▸ Both the referrer and her friend get rewarded in the form of extra storage space, which is key to usage and enjoyment of Dropbox ▸ During the 15-month period after launching the program, they grew from 100,000 users to 4,000,000… their sign-up rate permanently increased by 60%… and 35% of their daily sign-ups came from the referral program
  79. 79. 18. DOUBLE THE INCENTIVE, DOUBLE THE FUN HOW TYPEFORM DOES IT In the survey space, Typeform is killing it for differentiation and acquisition. They already have strong word of mouth (we use Typeform at Copy Hackers!), but their double-sided referral program helps amplify the signal.
  80. 80. 18. DOUBLE THE INCENTIVE, DOUBLE THE FUN HOW HUBSTAFF DOES IT Hubstaff provides time tracking software. If you refer 2 paid accounts, you’ll save 20% on your bill for as long as your referral keeps her paid account – and so with 10 active referrals, you’d pay nothing for Hubstaff. Your friend would also save 10% on her bill.
  81. 81. 18. DOUBLE THE INCENTIVE, DOUBLE THE FUN HOW LASTPASS DOES IT LastPass is an industry- leading password manager. The team knows how important it is to make your referral program visible, so they link to it on virtually every page inside the product (albeit in a tasteful, non-interruptive way). Links bring you to a clean landing page that explains what you and your invited friend will receive.
  82. 82. AARRR METRIC: REFERRAL 19. PROMOTE YOUR TOP PROMOTERS
  83. 83. 19. PROMOTE YOUR TOP PROMOTERS NPS SURVEYS CAN BE A MARKETER’S DREAM ▸ If you’re not yet familiar with conducting Net Promoter Score (NPS) surveys, this technique may not be right for you (yet) ▸ Promoters are the people who love your product and would be willing to tell someone about it — but the latter action isn’t likely to happen without any follow-up from you ▸ With a little follow-up, you can turn those “9s” and “10s” into a customer acquisition engine ▸ When you see an amazing response, simply reply back immediately to that respondent and ask permission to use the quote
  84. 84. 19. PROMOTE YOUR TOP PROMOTERS NPS SURVEYS CAN BE A MARKETER’S DREAM Tell the Promoter specifically how you’ll use her quote — right down to the last detail (and offer to edit it if you think that’ll help). If you need more detail about the respondent to use in your marketing messages, feel free to ask for her company name and position. Check out the following ways to use Promoter feedback: ‣ Include feature-specific quotes on your Features page and in your onboarding emails ‣ Create a queue of fun social media updates in Buffer ‣ Post the very best, most descriptive testimonials on your home page ‣ Does the quote overcome a specific pricing objection? If so, use it on your Pricing page!
  85. 85. YOU’VE NOW GOT 19 RESEARCH- BACKED IDEAS ON HOW TO GROW YOUR SAAS BUSINESS – WITHOUT RELYING ON A SINGLE A/B TEST Copy Hackers Team THANK YOU FOR STAYING WITH US, DEAR READER
  86. 86. NAILED IT!!!
  87. 87. Why thank you, Riblet. Want more?
  88. 88. HELLZ YA!!!
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