In turn, software vendors multiplied because the demands were more complex and varied, and the procurement processes changed. Buyers are also used to quality monitoring and evaluation. Now ... A customer can sign up for several competing goods until he / she agrees to buy; he / she can sign up on behalf of another team within the company to provide input on the product; he / she may sign up to predict future needs; sign up may not even be for his / her work ... In the midst of all these possibilities, founders and SaaS marketers need to persuade pros.
Where SaaS Onboarding Emails Come In Consumer onboarding expert Samuel Hulick says that no matter how fantastic the product is, 40 to 60 percent of free trials are unlikely to see the product a second time.
The issue with this is that it's very difficult to know and consumers are going to be part of the 40-60 percent ... Consumers already have an idea of what the product is doing when they sign up (or at least what it will do for them). That concept is what customer satisfaction expert Lincoln Murphy calls the desired result; what consumers are hoping the company will do for them.
They might be aware of their opinion (e.g. they did their research and are searching for evidence that your product is?), or totally random (e.g. they clicked a connection on Facebook and a word on your website captured their?).
This is where SaaS emails arrive aboard. As well as bringing users back to your product, onboarding emails need to bridge the gap between the initial sign-up of your users and their desired performance.
How do I consider the desired outcomes for My users?
How well do the users know? Are they of different or similar profiles? What is it they are trying to get out of their product?
Even if you're targeting a very specific customer profile, a diverse community of people will most likely make up your user base.
The differences between these people may not be important. Perhaps they will.
To understand the users 'desires and expectations, set up interviews in 3 user groups: the best customers: the first percent in terms of loyalty and revenue; the next best: customers rated in the first 2 to 10 percent; your worst customers: the last 10 percent down.
Depending on how professional you are, you might be able to find these users in tools like Mixpanel, Amplitude or Intercom using SQL, a CRM, database exports, or people analytics.
The reason you want to focus on these 3 groups is because your "fans" are the top percent. The next 10 gives you a good point of comparison which can help to reveal low-hanging fruit. The last 10 helps determine who you shouldn't most likely hit.
Both each of these buckets reach out to the consumers. Timetable 20 minute phone or face-to-face conversations.
To grasp desired results and chart decision-making processes, using the Jobs-to-be-Done approach.
Look at the data after you've interviewed 10-20 users per group and ask yourself: Do their experiences suit what our product actually does? If they do not, consider redesigning the landing pages for your company.
Were there different ones, noticeably?
What's the tale of over arching?
In a future post, we will dive further into interviews and interviewing techniques. Sign up for our newsletter to ensure you're not missing out.
Aligning Business Goals & Desired Outcomes Onboarding emails are about: bringing users closer to their desired outcomes; developing the habit of using your product; helping users to appreciate the core value of your product, so that they ultimately become paying clients.
Even though the success of your users is your success, it's still important to make sure onboard emails push the behaviors you're looking for.
To ensure they do, find out which of the features of your product is most associated with conversions (or long-term product engagement if conversion is not your main objective).
This can be achieved by measuring the coefficient of correlation between a particular behavior (in this case upgrading to a paid subscription) and use of the function. For example: users who bought a subscription and personalized their profile information; users who bought a subscription and used the product on a regular basis; etc. By looking through these scenarios, you would be able to define your activation metric and collect accurate data on your highest conversion features.
Where SaaS Onboarding Emails Come In Consumer onboarding expert Samuel Hulick says that no matter how fantastic the product is, 40 to 60 percent of free trials are unlikely to see the product a second time.
The issue with this is that it's very difficult to know and consumers are going to be part of the 40-60 percent ... Consumers already have an idea of what the product is doing when they sign up (or at least what it will do for them). That concept is what customer satisfaction expert Lincoln Murphy calls the desired result; what consumers are hoping the company will do for them.
They might be aware of their opinion (e.g. they did their research and are searching for evidence that your product is?), or totally random (e.g. they clicked a connection on Facebook and a word on your website captured their?).
This is where SaaS emails arrive aboard. As well as bringing users back to your product, onboarding emails need to bridge the gap between the initial sign-up of your users and their desired performance.
How do I consider the desired outcomes for My users?
How well do the users know? Are they of different or similar profiles? What is it they are trying to get out of their product?
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Even if you're targeting a very specific customer profile, a diverse community of people will most likely make up your user base.
The differences between these people may not be important. Perhaps they will.
To understand the users 'desires and expectations, set up interviews in 3 user groups: the best customers: the first percent in terms of loyalty and revenue; the next best: customers rated in the first 2 to 10 percent; your worst customers: the last 10 percent down.
Depending on how professional you are, you might be able to find these users in tools like Mixpanel, Amplitude or Intercom using SQL, a CRM, database exports, or people analytics.
The reason you want to focus on these 3 groups is because your "fans" are the top percent. The next 10 gives you a good point of comparison which can help to reveal low-hanging fruit. The last 10 helps determine who you shouldn't most likely hit.
Both each of these buckets reach out to the consumers. Timetable 20 minute phone or face-to-face conversations.
To grasp desired results and chart decision-making processes, using the Jobs-to-be-Done approach.
Look at the data after you've interviewed 10-20 users per group and ask yourself: Do their experiences suit what our product actually does? If they do not, consider redesigning the landing pages for your company.
Were there different ones, noticeably?
What's the tale of over arching?
In a future post, we will dive further into interviews and interviewing techniques. Sign up for our newsletter to ensure you're not missing out.
Aligning Business Goals & Desired Outcomes Onboarding emails are about: bringing users closer to their desired outcomes; developing the habit of using your product; helping users to appreciate the core value of your product, so that they ultimately become paying clients.
Even though the success of your users is your success, it's still important to make sure onboard emails push the behaviors you're looking for.
To ensure they do, find out which of the features of your product is most associated with conversions (or long-term product engagement if conversion is not your main objective).
This can be achieved by measuring the coefficient of correlation between a particular behavior (in this case upgrading to a paid subscription) and use of the function. For example: users who bought a subscription and personalized their profile information; users who bought a subscription and used the product on a regular basis; etc. By looking through these scenarios, you would be able to define your activation metric and collect accurate data on your highest conversion features.
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