saa s conversion
TRANSCRIPT
SaaS Conversion
Mark Nolan @pragtech
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TrialPay
Key SaaS Metrics
• CAC – Customer Acquisition Cost• LTV – Life Time Value• COGS – Cost of Goods Sold (your expenses)• Churn rate - % loss of customers per year
LTV > 3 x CAC
CAC Recovery < 12 months
Appreciation Time
Cheese My Product0
20
40
60
80
100
120
Time
Journey to Conversion
Ad
Landing p
age
Video
Featu
re #1 config
Multiple users
Featu
re #2 config
Featu
re #3 config
Reporting v
isible
Payment
Time
Conversion Recommendations
• Measure CAC for each advertising channel• Storyboard customer’s own journey• Measure each conversion step• Devote up to 50% of development effort• Remove friction• Never stop optimising!
