best practices for gaining intelligence on your customers in kissmetrics - saas
TRANSCRIPT
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Best Practices for Gaining Intelligence on Your Customers in KISSmetrics - SaaS
Lars LofgrenProduct Marketer - July 2013
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@larslofgren
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I’m going to show you...
How to understand your customers as much as possible without
needing to sink countless hours into analysis.
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The Quick Checkup1
Lookup and Discovery2
Monitoring3
The Deep Dive4
We’ll cover...
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The Quick Checkup
1
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A 30 second check for problems and opportunities
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Focus on...
What’s changing? And in what direction is it going?
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The Metrics Tab
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Number of signups1
Conversion rate of Visitor -> Signup2
Conversion rate of Signup -> Paid3
Revenue4
Average revenue per user5
Number of active users6
Key metrics you should add for SaaS
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The Daily Metrics Email
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Where to set up your daily metrics email:
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Do your Quick Checkup daily.
Either log in to review your metrics or use the Daily Metrics email.
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Lookup and Discovery
2
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Review main reports and answer critical questions
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Segment Revenue Report1
Funnels2
People Search3
Cohorts4
4 ways to look up your data
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1. Segment your revenue report
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You’ll get data like this:
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First ever referrer1
Subscription plan2
Search terms and campaigns 3
Business type, industry, or demographics
4
Key properties to segment revenue by:
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2. Your main funnel
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Establish your own baseline1
Look for bottlenecks2
Test changes on entire funnel3
Quality in = quality out4
Best practices for funnels
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3. People searches help you understand users
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View timelines of individual users
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4. Use cohorts to track acquisition over time
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Use cumulative percentages to get totals
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Do a Lookup and Discovery Weekly
Once a week, review who your customers are, where they come
from, and answer critical questions.
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Monitoring
3
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Keep an eye on data as it happens
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KISSmetrics Live
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Keeping an eye on a launch1
Making sure critical functions work2
Debugging data implementation3
Perfect for...
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Monitor your data in the background.
Many of our customers set up a dedicated monitor for KISSmetrics
Live.
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The Deep Dive
4
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Time to slice and dice
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The Power Report
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Compare impact of features on signups...
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All your marketing metrics in one place...
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Build tiered segments1
Unlimited columns of your metrics2
Apply filters to each metric 3
Flexibility of MySQL queries without code
4
You can...
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Who gets access to the Power Report?
You need to be on one of our Professional plans.
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Do a Deep Dive monthly
Once a month, slice and dice your data to answer every question that
came up.
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I have 4 action steps for you
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Daily = Quick Checkup1
Weekly = Lookup and Discovery2
Monthly = Deep Dive3
Show your Live tab on a monitor4
Action Steps to Become Data Driven