Last Updated on March 26, 2021 by David
Macro conversion funnels for SaaS apps usually look something like this:
- Visits site
- Signs up (either directly or through trial/free)
- Engages with app
- Pays
Obviously there are numerous micro issues at play during any of these phases. It’s important to finely segment users from earlier phases of your funnel in order to capture minute nuances in user behavior. Here is an example list of questions you should be asking and actions you should be taking from a segmentation / engagement perspective:
- New sign-ups segment (recently signed up but has not taken any core action of some sort) <– So you can engage users to maybe go through the demo or act on adding a project
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- Also create an inactive segment for reminder emails
- New sign-ups segment (recently signed up but took only certain core actions, but not enough to be actively engaged) <– So you can ask if they’re having any problems or need help
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- Also create an inactive segment for reminder emails
- Newbie users segment (recently signed up, took a series of core actions, and is now considered to be engaged) <– So you can share tips, advice, and best practices on how to integrate
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- Also create an inactive segment for reminder emails
- Trial users segment (signed up, took core actions, performed activities core to your business, and is now actively trying things out) <– So you can stay in touch with these users, keep them happy, boost lifetime value, and diagnose their usage patterns
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- Also create an inactive segment for reminder emails
- Long-time trial users segment (is a trial user, has not yet paid for things, has not logged in recently, but did look at the pricing page more than a few times) <– You may offer them a special discount to try to convert them. These users are at the verge of churn anyways
- Active LIVE users segment (is an active user with daily logins and activities) <– So you can keep them happy and send them newsletters
These segments act as the baseline for your conversion funnel so you can engage users before they drop off. Because analytics is very reactionary, we believe it’s always best to get a conversation going first (running targeted engagement campaigns).
Once these segments are set up, you’ll have a better idea on where to optimize your engagement activities by comparing them against the current metrics. You may then use tools like Google Analytics or Kissmetrics to gather qualitative data about how to further identify external conversion barriers such as UI/UX issues.
You can improve your funnel over time by tailoring your engagement activities to where you are having the most problems. If you modified certain steps or made changes to your design, running engagement campaigns parallel to your analytics will yield the most favorable results.