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