3. We’ll cover...1 What is SaaS activation?2 The 3 stages to perfect it3 4 ways to improve activation 4. What is Activation? 5. There’s a gap in our user acquisition... 6. Most SaaS business track this funnel: 7. Let’s say that John visits your site. 8. And he signs up for a free trial. 9. What then? He magically upgrades? 10. Activation is.. The first point where you deliver the value that you promised. 11. Activation is the key to a healthy SaaS business. If people don’t see the value of your product, you won’t be able to upgrade them to a paid plan. 12. Our new funnel looks like this: 13. Stage 1 - Define Activation 1 14. Answer this question: Where do you deliver the core value of your product for new users? 15. Let’s look at an example. 16. What if your product isn’t so simple? 17. Talk to new users that paid within last 30 days. Have them tell you how they started using your product. 18. Then talk to new users that didn’t upgrade What do they miss? 19. Also segment your current funnel by... 1 Business model 2 Customer type 3 Traffic source Look for abnormal conversion rates. 20. A funnel segmented by business type. 21. Find the moment where your product “clicks” 22. MailChimp Activation 23. Shopify Activation 24. Stage 2 - Measure 2 25. We can’t improve it unless we’re measuring it. 26. Remember our funnel? Get Your baseline. 27. Segment your funnel. 28. Then A/B test changes 29. So what should we test? 30. Stage 3 - Time for Tactics 3 31. 4 Ways to Increase Activation 1 Checklist 2 New user experience 3 Filter 4 Lifecycle emails 32. 1. The Checklist 33. Easy to test and implement 34. 2. The new user experience An integrated guide for how to get to activation. 35. A unique experience just for new users. 36. Doing this right takes a lot of work. 37. 3. The Filter 38. Target different customer segments. If people get value from your product in different ways, filter them into different paths. 39. Some filters work better than others... 40. Conversion Rate: 22.1% 41. Fast or Advanced Filter 42. Conversion Rate: 38.2% (vs 22.1%) 43. 4. Lifecycle Emails Stay in touch with your users. 44. Target the walls that your users hit. 45. Getting over the first hurdle in Crazy Egg 46. Action Steps 1 Talk to users and define activation 2 Baseline your funnel 3 Test checklist, then NUX and filters 4 For user education problems, send a lifecycle email 47. KISSmetrics funnels measure activation for you 1 Find the right people to talk to 2 Build funnels for historical data 3 Easily segment funnels 48. VIP KISSmetrics Demo kiss.ly/webinar-17

1. How to Get Your Users to Actually Start Using Your
Product so You Can Sell It
Lars Lofgren
Marketing Analyst - March 2013

2. @larslofgren #KISSwebinar

3. We’ll cover...
1 What is SaaS activation?
2 The 3 stages to perfect it
3 4 ways to improve activation

4. What is Activation?

5. There’s a gap in our user acquisition...

6. Most SaaS business track this funnel:

7. Let’s say that John visits your site.

8. And he signs up for a free trial.

9. What then? He magically upgrades?

10. Activation is..
The first point where you deliver
the value that you promised.

11. Activation is the key to a healthy SaaS business.
If people don’t see the value of
your product, you won’t be able to
upgrade them to a paid plan.

12. Our new funnel looks like this:

13. Stage 1 - Define Activation
1

14. Answer this question:
Where do you deliver the core value
of your product for new users?

15. Let’s look at an example.

16. What if your product isn’t so simple?

17. Talk to new users that paid within last 30 days.
Have them tell you how they
started using your product.

18. Then talk to new users that didn’t upgrade
What do they miss?

19. Also segment your current funnel by...
1 Business model
2 Customer type
3 Traffic source
Look for abnormal conversion rates.

20. A funnel segmented by business type.

21. Find the moment where your product “clicks”

22. MailChimp Activation

23. Shopify Activation

24. Stage 2 - Measure
2

25. We can’t improve it unless we’re measuring it.

26. Remember our funnel? Get Your baseline.

27. Segment your funnel.

28. Then A/B test changes

29. So what should we test?

30. Stage 3 - Time for Tactics
3

31. 4 Ways to Increase Activation
1 Checklist
2 New user experience
3 Filter
4 Lifecycle emails

32. 1. The Checklist

33. Easy to test and implement

34. 2. The new user experience
An integrated guide for how to get
to activation.

35. A unique experience just for new users.

36. Doing this right takes a lot of work.

37. 3. The Filter

38. Target different customer segments.
If people get value from your
product in different ways, filter
them into different paths.

39. Some filters work better than others...

40. Conversion Rate:
22.1%

41. Fast or Advanced Filter

42. Conversion Rate:
38.2% (vs 22.1%)

43. 4. Lifecycle Emails
Stay in touch with your users.

44. Target the walls that your users hit.

45. Getting over the first hurdle in Crazy Egg

46. Action Steps
1 Talk to users and define activation
2 Baseline your funnel
3 Test checklist, then NUX and filters
4 For user education problems, send a
lifecycle email

47. KISSmetrics funnels measure activation for you
1 Find the right people to talk to
2 Build funnels for historical data
3 Easily segment funnels

48. VIP KISSmetrics Demo
kiss.ly/webinar-17

49. Q&A Time!
Lars Lofgren
llofgren@kissmetrics.com
@larslofgren
For more info on KISSmetrics contact
Rossi Khoung
rkhoung@kissmetrics.com
(415) 800-4156