[CXL Live 16] SaaS Optimization - Effective Metrics, Process and Hacks by Stephen Pavlovich

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1 like•4,982 views

Stephen will be talking on SaaS optimization strategy, including: - The data, insight and metrics you need to track to identify opportunity - Flow optimization: from landing page to trial, usage, purchase and retention - Problems and opportunities: e.g. how do you test a landing page when the sale happens 14 or 30 days later? How do you manage testing across multiple KPIs simultaneously? How do you understand and segment your key product offering?

Marketing

SaaS Optimization
Effective Process, Metrics and Hacks
Stephen Pavlovich
Conversion.com
31 March 2016

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?”

Free trials do not pay the bills.
@conversion_com

Don’t convert to trial before
the user is sold on the product.
@conversion_com

“But how can you optimize for sales
with a 14 or 30-day trial?”

Stage Day Phase Focus Goals KPIs
1 1 Acquire Landing page
Sign-up page
Trial UVs
Trials
SaaS metrics

Stage Day Phase Focus Goals KPIs
1 1 Acquire Landing page
Sign-up page
Trial UVs
Trials
2 1–2 Activate Product
Email
Active user Product usage
SaaS metrics

Stage Day Phase Focus Goals KPIs
1 1 Acquire Landing page
Sign-up page
Trial UVs
Trials
2 1–2 Activate Product
Email
Active user Product usage
3 14–30 Monetize Plans page
Checkout
Customer Sales
MRR
SaaS metrics

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

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

The “a-ha” moment is
the tipping point for retention.
@conversion_com

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/

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…

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

Test “decoy” price plans
+ volume-based pricing.
@conversion_com

Stephen Pavlovich
Founder & CEO
E: stephen.pavlovich@conversion.com
M: +44 7970 428029

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1. SaaS Optimization Effective Process, Metrics and Hacks Stephen Pavlovich Conversion.com 31 March 2016

3. Testing Strategy Insight Data KPIs Goals

4. Testing Strategy Insight Data KPIs Goals

8. Inactive trial Active trial Lapsed trial + no sale Current customers Lapsed customers

10. “If you could make one change to the product, what would it be?”

11. “Video conferencing”

12.

13.

14.

15.

16.

17. +19%

18. Free trials do not pay the bills. @conversion_com

19.

20.

21. Don’t convert to trial before the user is sold on the product. @conversion_com

22.

23. Testing Strategy Insight Data KPIs Goals

24. “But how can you optimize for sales with a 14 or 30-day trial?”

25. Stage Day Phase Focus Goals KPIs 1 1 Acquire Landing page Sign-up page Trial UVs Trials SaaS metrics

26. Stage Day Phase Focus Goals KPIs 1 1 Acquire Landing page Sign-up page Trial UVs Trials 2 1–2 Activate Product Email Active user Product usage SaaS metrics

27. Stage Day Phase Focus Goals KPIs 1 1 Acquire Landing page Sign-up page Trial UVs Trials 2 1–2 Activate Product Email Active user Product usage 3 14–30 Monetize Plans page Checkout Customer Sales MRR SaaS metrics

28. Stage Day Phase Focus Goals KPIs 1 1 Acquire Landing page Sign-up page Trial UVs Trials 2 1–2 Activate Product Email Active user Product usage 3 14–30 Monetize Plans page Checkout Customer Sales MRR 4 <90 Retain Product Email LTV Churn SaaS metrics

29. Stage Day Phase Focus Goals KPIs 1 1 Acquire Landing page Sign-up page Trial UVs Trials 2 1–2 Activate Product Email Active user Product usage 3 14–30 Monetize Plans page Checkout Customer Sales MRR 4 <90 Retain Product Email LTV Churn + – Upsell Product Email Increase revenue Negative churn ARPA SaaS metrics

30. Stage Day Phase Focus Goals KPIs 1 1 Acquire Landing page Sign-up page Trial UVs Trials 2 1–2 Activate Product Email Active user Product usage 3 14–30 Monetize Plans page Checkout Customer Sales MRR 4 <90 Retain Product Email LTV Churn + – Upsell Product Email Increase revenue Negative churn ARPA + – Refer Product Email Refer-a-friend Virality Viral coefficient SaaS metrics

31. Four options for KPIs

32. Stage Phase 1 Acquire 2 Activate 3 Monetize 4 Retain + Upsell + Refer #1 Visit > Trial

33.

34. Stage Phase 1 Acquire 2 Activate 3 Monetize 4 Retain + Upsell + Refer #1 Visit > Trial ⊕ Quick to test ⊖ May not correlate to sales

35. Stage Phase 1 Acquire 2 Activate 3 Monetize 4 Retain + Upsell + Refer #2 Visit > Sale

36.

37. Stage Phase 1 Acquire 2 Activate 3 Monetize 4 Retain + Upsell + Refer #2 Visit > Sale ⊕ Better indication of revenue ⊖ Increased test duration

38. Stage Phase 1 Acquire 2 Activate 3 Monetize 4 Retain + Upsell + Refer #3 Visit > Qualified trial

39.

40. 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

41. Stage Phase 1 Acquire 2 Activate 3 Monetize 4 Retain + Upsell + Refer #4 Visit > Active user

42. 4: Visit to active user

43. 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

44. In SaaS conversion optimization, test through to active trials. @conversion_com

45. Testing Strategy Insight Data KPIs Goals

46.

47. The “a-ha” moment is the tipping point for retention. @conversion_com

48. Impact of churn on growth

49. Impact of churn on growth

50. Impact of churn on growth

51. Fix churn before acquisition – it will flatline growth. @conversion_com

52.

53. “Knowing this allowed us to do a lot to get new users to their “a-ha” moment quickly.” Chamath Palihapitiya

54.

55.

56.

57.

58.

59. Deliver the “a-ha” moment ASAP – even before the user signs up. @conversion_com

60.

61.

62.

63.

64.

65.

66.

67.

68. Use simple Q&A to sell to and segment your audience. @conversion_com

69.

70. http://conversionxl.com/10-principles-of-effective-pricing-pages/

71.

72. $6.99 $9.99

73. $6.99 $9.99 Quantity sold:

74. “How do we increase profit?”

75. 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…

76. $6.99 $9.99 Quantity sold:

77. $6.99 $9.99 Quantity sold: $19.99

78. $6.99 $9.99 Quantity sold: $19.99

79.

80.

81.

82. Revenue +40%

83. 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

84.

85. Sales +100%

86. Test “decoy” price plans + volume-based pricing. @conversion_com

87. Stephen Pavlovich Founder & CEO E: stephen.pavlovich@conversion.com M: +44 7970 428029

88. Testing Strategy Insight Data KPIs Goals

[CXL Live 16] SaaS Optimization - Effective Metrics, Process and Hacks by Stephen Pavlovich

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