1
Nailing the SaaS Trial
2
MEET THE SPEAKERS
JD Peterson
CRO, Scripted
@jd_peterson
Guy Marion
CMO & Growth, Autopilot
@guy_marion
Michael Sharkey
...
3
4:30 PM
Welcome
4:40 PM
Nailing the SaaS Trial
(Mike Sharkey, Guy Marion)
5:30 PM
Know Thy MRR Metrics
(Nick Franklin)
A...
4
Why nail your SaaS trial?
5
1) BE REMARKABLE
“beautifully simple”“zero learning curve” “empowering”
#SaaS
6
2) SUCCESSFUL CUSTOMERS = HIGH LIFETIME VALUE
Monetization
Engagement /
Retention
Virality
Simon Knapp
@simonknapp
I’ve ...
7
3) GROW YOUR SAAS VALUATION
#SaaS
8
Nailing the Trial:
Know Your Customer
MARKETING MANAGER DIRECTOR OF GROWTH
Needs
stay better in touch with customer base,
grow sales leads, provide CEO reports
...
10
Average Daily Usage (Events)
UNDERSTAND USER BEHAVIOR
#SaaS
11
Phase 1
Phase 2
Phase 3
Buyers
Average Daily Usage (Events)
UNDERSTAND USER BEHAVIOR
#SaaS
DEVELOP ENGAGEMENT OBJECTIVES
Average Daily Usage (Events) Determined
Slow starters
Dropoffs
Lost
1) Motivate the determine...
13
DRIVE ENGAGEMENT THROUGH AUTOMATION
Activated trialists are typically
3X more likely to buy than
inactive users are.
1)...
14
15
6 steps to nailing your trial
(and let’s build!)
16
6-STEPS
1 Set conversion goals Identify key behaviors Define obstacles & nudges
Build your journey Create your content M...
17
1
SET CONVERSION GOALS
• Track signups, activations, and conversions
• <10% is standard, 10%-15% is good, 15%+ is best
...
18
2
IDENTIFY KEY BEHAVIORS
Log in
10%
Upload content
33%
Share
66%
• Logging in
• Specific actions
• Usage thresholds
• No...
19
3
DEFINE OBSTACLES AND NUDGES
Welcome Usage Tips Sales Touches Usage Review
Expiry
Warnings
Feedback
Need 1-2-3 approac...
20
4
BUILD YOUR JOURNEY
Option 1: Time-based, non-usage based
Day 1 ➝ Day 2 ➝ Day 7 ➝ Day 14 ➝ Day 23 ➝ Day 30
Option 2: T...
21
5
CREATE YOUR CONTENT
Welcome
5
Goodreads Squarespace
1-2-3 direct
#SaaS
22
5
CREATE YOUR CONTENT
Usage Tips
5 Paperless Post
#SaaS
23
55
CREATE YOUR CONTENT
In-app messages
(Headsup)
5
• Invite to webinar
• Link to key content
• Get feedback
• Subscribe...
5
CREATE YOUR CONTENT
Usage Review
5
24
Zendesk
#SaaS
LUNCHBOX
25
5
CREATE YOUR CONTENT
Expiry Warnings
5 Dropbox
#SaaS
26
5
CREATE YOUR CONTENT
Feedback Survey
5
Autopilot
#SaaS
27
Let’s demo
6
MEASURE SUCCESS & ITERATE
Autopilot Salesforce
Mixpanel Chartmogul
Journeys & Content Leads, Customers, $
Conversion Fun...
29
SUMMARY
1 Set conversion goals Identify key behaviors Define obstacles & nudges
Build your journey Create your content M...
30
Know Thy MRR MetricsKnow thy MRR metrics
Nick Franklin
Founder & CEO at
nick@chartmogul.com@nick_franklin
About me
Our mission
We help subscription businesses measure,
understand and grow their recurring revenue.
Subscription IntelligenceTM
platform
SaaS Metrics
Trial to paid conversion rates
Measuring trial to paid conversion rates with cohorts
How we measure ourselves and
update our investors
Sales and revenue KPIs
· Customers
· Monthly Recurring Revenue (MRR)
· Annualized Run Rate (ARR)
· Average Revenue Per Acc...
Monthly Recurring Revenue (MRR)
MRR Movements
Churn
MRR churn-rate
Customer Churn Rate
Gross MRR Churn Rate
Net MRR Churn Rate
Most SaaS startups should aim for negative MRR churn
Many of the best known public SaaS companies have negative churn, e.g...
Churn classification
Pro-active churn
Passive churn
Happy churn
Churn that isn’t really churn
What is a reasonable level of...
Cohort analysis
Cohort analysis is a great way to really understand how your
subscriptions evolve over their lifespan.
Customer lifetime value (LTV)
What is it?
An estimate of the total subscription value of an average customer.
Calculation
...
Segment MRR and LTV by acquisition channel.
What you want to end up with…
Advantages of Ahoy
Track everything in our own database.
Referrer & UTMs of every visit + landing pages.
Connect the colle...
Pipe the relevant visitor data into all our systems
Marketing
CRM
Analytics
Seeing this caused us to turn off most paid
advertising.
Where to learn more…
Jason M. Lemkin
@jasonlk
saastr.com
Christoph Janz
@chrija
theangelvc.net
David Skok
@BostonVC
forent...
Thank you!
chartmogul.com
57
Fireside chat
58
autopilothq.com
blog.autopilothq.com
@autopilotus
mike@autopilothq.com
guy@autopilothq.com
chartmogul.com
blog.chartmog...
Nailing a High-Converting Saas Trial
Nailing a High-Converting Saas Trial
Nailing a High-Converting Saas Trial
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Nailing a High-Converting Saas Trial

Watch the workshop replay: http://flightschool.autopilothq.com/nailing-a-high-converting-saas-trial Autopilot free trial: https://autopilothq.com/free-trial.html Tune in to Autopilot's growth marketing workshop where we share our secrets to nailing a high-converting SaaS trial. In this workshop, learn how to create a winning SaaS trial by: -Tearing down what’s working and what’s not in high-converting SaaS trials, including aha moments, nurturing tracks, and engagement tactics -Getting hands on building out a basic trial journey -Learning how to integrate your forms and apps -Digging into the essential SaaS activation and conversion KPIs
Published on: Mar 3, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - Nailing a High-Converting Saas Trial

  • 1. 1 Nailing the SaaS Trial
  • 2. 2 MEET THE SPEAKERS JD Peterson CRO, Scripted @jd_peterson Guy Marion CMO & Growth, Autopilot @guy_marion Michael Sharkey CEO and Co-founder, Autopilot @michaelsharkey Nick Franklin CEO, ChartMogul @nick_franklin #SaaS
  • 3. 3 4:30 PM Welcome 4:40 PM Nailing the SaaS Trial (Mike Sharkey, Guy Marion) 5:30 PM Know Thy MRR Metrics (Nick Franklin) AGENDA 5:50 PM SaaS Q&A Fireside Chat Mike Sharkey, Nick Franklin and JD Peterson, moderated by Guy Marion 6:30 PM Drinks & Networking #SaaS
  • 4. 4 Why nail your SaaS trial?
  • 5. 5 1) BE REMARKABLE “beautifully simple”“zero learning curve” “empowering” #SaaS
  • 6. 6 2) SUCCESSFUL CUSTOMERS = HIGH LIFETIME VALUE Monetization Engagement / Retention Virality Simon Knapp @simonknapp I’ve signed up to trial over 500 apps over last 5 yrs so I’m not easily impressed. But @autopilotus just blew me away! Best onboard ever! #SaaS
  • 7. 7 3) GROW YOUR SAAS VALUATION #SaaS
  • 8. 8 Nailing the Trial: Know Your Customer
  • 9. MARKETING MANAGER DIRECTOR OF GROWTH Needs stay better in touch with customer base, grow sales leads, provide CEO reports Why She Buys MailChimp not cutting it. Wants ease of use, flexibility to test, and simple reports Needs customer journey automation, lead nurturing, CRM pipeline management Why He Buys Visual UX, ROI, open & integrated TARGET PERSONAS
  • 10. 10 Average Daily Usage (Events) UNDERSTAND USER BEHAVIOR #SaaS
  • 11. 11 Phase 1 Phase 2 Phase 3 Buyers Average Daily Usage (Events) UNDERSTAND USER BEHAVIOR #SaaS
  • 12. DEVELOP ENGAGEMENT OBJECTIVES Average Daily Usage (Events) Determined Slow starters Dropoffs Lost 1) Motivate the determined. 2) Enable slow starters. 3) Salvage the drop-offs and lost. #SaaS
  • 13. 13 DRIVE ENGAGEMENT THROUGH AUTOMATION Activated trialists are typically 3X more likely to buy than inactive users are. 1) A visitor signs up for a trial 2) Activate through nurturing 3) Convert into paying customer 3X #SaaS
  • 14. 14
  • 15. 15 6 steps to nailing your trial (and let’s build!)
  • 16. 16 6-STEPS 1 Set conversion goals Identify key behaviors Define obstacles & nudges Build your journey Create your content Measure success 32 654 #SaaS
  • 17. 17 1 SET CONVERSION GOALS • Track signups, activations, and conversions • <10% is standard, 10%-15% is good, 15%+ is best • Factor in channel and cycle time Sign Ups Activations Customers 100% 33% 15% #SaaS
  • 18. 18 2 IDENTIFY KEY BEHAVIORS Log in 10% Upload content 33% Share 66% • Logging in • Specific actions • Usage thresholds • Non-app events Common examples #SaaS
  • 19. 19 3 DEFINE OBSTACLES AND NUDGES Welcome Usage Tips Sales Touches Usage Review Expiry Warnings Feedback Need 1-2-3 approach Be successful in app Desire for direct POC Get a bird’s eye view Determine priority Provide input Goal Login Drive usage Schedule or engage Go deeper Buy Get feedback Timing Immediately After 1-2 sessions Within 24 hrs Halfway through trial 1 week to expire Post-trial Channel HTML HTML HeadsUp Text Enriched HTML HTML Text with survey link Tone Humor Trusted advisor Hands-off Jargon Helpful Thankful Personalize your content #SaaS
  • 20. 20 4 BUILD YOUR JOURNEY Option 1: Time-based, non-usage based Day 1 ➝ Day 2 ➝ Day 7 ➝ Day 14 ➝ Day 23 ➝ Day 30 Option 2: Time & usage-based Signup ➝ event check after 2 days ➝ event check after 4 days ➝ etc. Option 3: Usage-based (e.g. Freemium) Signup ➝ Trigger on activity #1 ➝ Trigger on threshold Common trial types #SaaS
  • 21. 21 5 CREATE YOUR CONTENT Welcome 5 Goodreads Squarespace 1-2-3 direct #SaaS
  • 22. 22 5 CREATE YOUR CONTENT Usage Tips 5 Paperless Post #SaaS
  • 23. 23 55 CREATE YOUR CONTENT In-app messages (Headsup) 5 • Invite to webinar • Link to key content • Get feedback • Subscribe to updates Common examples CEO Invite #SaaS
  • 24. 5 CREATE YOUR CONTENT Usage Review 5 24 Zendesk #SaaS LUNCHBOX
  • 25. 25 5 CREATE YOUR CONTENT Expiry Warnings 5 Dropbox #SaaS
  • 26. 26 5 CREATE YOUR CONTENT Feedback Survey 5 Autopilot #SaaS
  • 27. 27 Let’s demo
  • 28. 6 MEASURE SUCCESS & ITERATE Autopilot Salesforce Mixpanel Chartmogul Journeys & Content Leads, Customers, $ Conversion Funnels MRR Insights
  • 29. 29 SUMMARY 1 Set conversion goals Identify key behaviors Define obstacles & nudges Build your journey Create your content Measure success 32 654
  • 30. 30 Know Thy MRR MetricsKnow thy MRR metrics
  • 31. Nick Franklin Founder & CEO at nick@chartmogul.com@nick_franklin About me
  • 32. Our mission We help subscription businesses measure, understand and grow their recurring revenue.
  • 33. Subscription IntelligenceTM platform
  • 34. SaaS Metrics
  • 35. Trial to paid conversion rates
  • 36. Measuring trial to paid conversion rates with cohorts
  • 37. How we measure ourselves and update our investors
  • 38. Sales and revenue KPIs · Customers · Monthly Recurring Revenue (MRR) · Annualized Run Rate (ARR) · Average Revenue Per Account (ARPA, ARPU, ARPC) · MRR/Customer churn rate · Customer Lifetime Value (LTV)
  • 39. Monthly Recurring Revenue (MRR)
  • 40. MRR Movements
  • 41. Churn
  • 42. MRR churn-rate Customer Churn Rate Gross MRR Churn Rate Net MRR Churn Rate
  • 43. Most SaaS startups should aim for negative MRR churn Many of the best known public SaaS companies have negative churn, e.g. New Relic, Zendesk, but not a requirement to be a unicorn, e.g. HubSpot. Image credits to Tomasz Tunguz Negative churn
  • 44. Churn classification Pro-active churn Passive churn Happy churn Churn that isn’t really churn What is a reasonable level of Churn? ✓ Most SaaS companies selling to SMBs have quite high levels of monthly churn 3.2% customer churn. ✓ The more up-market you go the lower the churn rate (usually) ✓ Many public SaaS companies have negative net churn, as high as 20%
  • 45. Cohort analysis Cohort analysis is a great way to really understand how your subscriptions evolve over their lifespan.
  • 46. Customer lifetime value (LTV) What is it? An estimate of the total subscription value of an average customer. Calculation Helps with decisions on CAC spending, growth predictions ARPA Customer churn LTV = * Gross Margin %
  • 47. Segment MRR and LTV by acquisition channel.
  • 48. What you want to end up with…
  • 49. Advantages of Ahoy Track everything in our own database. Referrer & UTMs of every visit + landing pages. Connect the collected data with an account the moment the visitor signs up. It’s free.
  • 50. Pipe the relevant visitor data into all our systems Marketing CRM Analytics
  • 51. Seeing this caused us to turn off most paid advertising.
  • 52. Where to learn more… Jason M. Lemkin @jasonlk saastr.com Christoph Janz @chrija theangelvc.net David Skok @BostonVC forentrepreneurs.com Tomasz Tunguz @ttunguz tomtunguz.com + ChartMogul.com
  • 53. Thank you! chartmogul.com
  • 54. 57 Fireside chat
  • 55. 58 autopilothq.com blog.autopilothq.com @autopilotus mike@autopilothq.com guy@autopilothq.com chartmogul.com blog.chartmogul.com @chartmogul nick@chartmogul.com GET IN TOUCH scripted.com scripted.com/blogs @getscripted jd@scripted.com #SaaS

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