• 1. Techniques to Increase ConversionsFor Your SaaS BusinessHiten ShahKISSmetrics Webinar • February 22nd, 2011 • 2. Twitter Hash Tag #measure • 3. SaaS: Software as a Service • 4. SaaS Sales Models• Customer Self Service (sign up and pay online) • Examples: 37signals, Zoho, Dropbox• Transactional Sales (inside sales) • 5. SaaS Pricing Models• Paid Sign Up (no free trial or free plan) • Examples: CrazyEgg, Mozy• Free Trials (timed trials) • Examples: 37signals, Backupify• Freemium (free forever → upgrades) • Examples: YouSendIt, LogMeIn, Evernote • 6. CrazyEgg Pricing BeforeFreemium (free forever → upgrades) Visited Site Free Sign Up Upgraded • 7. CrazyEgg Pricing AfterPaid Sign Up (no free trial or free plan) Visited Site Sign Up Pay • 8. CrazyEgg Results• Sign ups decrease by 10x• Doubled revenue in the first month• 2 years later, 25% of the revenue is from free customers• There is a free plan in CrazyEgg’s future =) • 9. Funnel Testing & Optimization • 10. Macro Conversions“ It’s important not to get distracted by intermediate metrics like the click-through rate of the button itself...we only care about the customer behaviors that lead to something useful” Eric Ries, The Lean Startup • 11. Activation• Web analytics application • Install javascript code and start tracking data• Project management application • Create first project and invite a person• Customer relationship management application • Add their first contact and follow up with them• Customer support application • Receive and respond to a customer support request • 12. SaaS Macro Conversion Funnels • 13. 5 Step Process for Funnel Optimization • 14. Baseline your macro conversions • 15. Identify optimization opportunities• Which step has the highest drop off? • 16. Gather qualitative data• Identify conversion barriers• Surveying • Survey.io, KISSinsights, Wufoo, SurveyMonkey, etc...• Usability Testing • In-person, UserTesting.com, FiveSecondTest, etc...• Example • Task completion survey http://kiss.ly/biUD9L • SaaS plans page survey http://kiss.ly/f9ZlAb • 17. Create and implement A/B tests• Many ways to improve funnels• Modify your steps • Combine, remove or change the order of steps. • Add UI elements to guide users• Test your designs • Headlines, images, buttons, microcopy, etc... • Try radical variations • 18. Measure against your baseline, rinse & repeat • 19. Segmenting Your Customers • 20. Account type segmentation http://rowfeeder.com/plans • 21. Company size segmentation http://box.net/pricing • 22. Custom segmentation • 23. Custom segmentation data • 24. Testing Your Call to Actions • 25. Funnel A/B Testing Rules! • 26. Survey, segment, analyze & then create tests 27. Segment and analyze • 28. Don’t copy “best practices” blindly • 29. Learn what works best for your customers • 30. 3 Techniques for Increasing SaaS Conversions