Saa s conversion
9
SaaS Conversion Mark Nolan @pragtech
-
Upload
mark-nolan -
Category
Documents
-
view
234 -
download
1
Transcript of Saa s conversion
SaaS Conversion
Mark Nolan @pragtech
View AdClick Ad
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!