Archive for the ‘product’ Category

A Framework for Measuring SaaS Product Success

Tuesday, June 13th, 2017

This is a generic framework I would use to measure the success of any web-based SaaS tool. It could be an app, a website, or even your own blog. This could apply to any tool but that is too broad a base and tons of books have been penned on the subject.

Grow Visitors/Users
It is imperative to grow visitors so that we can improve the visibility of the tool.

1. Where is the traffic coming from? (SEO, PPC, Social Media channels etc.)
2. What are the main landing pages on the site? ( are they optimally designed)
3. What are the main partners or referrers to the tool? ( any referral entities or affiliates)

Grow Registration/Subscriptions/Orders

1. Minimize steps to sign up or to shop.
2. Are registration pages/landing pages based on different personae?
3. What are the calls to action? Are they prominent enough?

Improve Onboarding

1. What happens when a user subscribes or signs up? How do we drive them quickly through the process?
2. Track sharing of information, queries through chats, email etc.
3. Is there an onboarding video walk-through for the users so they can quickly see what they are getting?
4. Improve Usability & UX based on user testing of people navigating after entering through the paywall.

Improve Speed and Performance
1. This is where you look at your technology and ask if you need to migrate to better code.
2. Improve all landing page speeds¬†by using either CDN’s or removing external elements ( Youtube videos) that will slow it down.
3. Enable tracking in such a way that the technology and product teams are always aware of the load that each page inflicts on the servers.

Pricing and Retention

1. Every product has several pricing options online that have to be tested and optimized every year. Your costs go up every year but SaaS pricing people are very reluctant to do anything with product prices lest customers be driven away. If you communicate the reasons clearly, your customers will agree to small price changes without a problem.

2. What happens when a customer cancels? Is there a churn management system? How are customers enticed to continue on?

3. Is there a way a customer can upgrade to the next pricing tier? Are they emailed or otherwise contacted about it?

Gather Customer Feedback
1. I have already mentioned usability testing but talking to customers and how they want information packaged will be very important for any tool.
2. Customer satisfaction surveys and NPS scores, if used properly can help the product owners and hence ultimate user experience tremendously.

There are going to be hundreds of KPI’s that you can build on these measures but I urge you to have as few vanity metrics as possible. Otherwise, you will be drowning in unnecessary data that is of no use to anyone.