How Lucidchart used Kissmetrics to stimulate growth

Lucidchart, a SaaS-based diagramming application with over 9 million users, wanted to make sure his site was more than beautiful to look at. They wanted to make sure the users were on the way to buying. That's how they used Kissmetrics to exploit the behavioral data left by their users and increased conversions by 30%.

The initial step of Lucidchart was to dive into the data to better understand and evaluate the customer journey on their site. They learned what users were doing, where they were going and where they were falling on their site. With the help of Kissmetrics' ideas, they found key areas in the journey where they could drive efficiency and the pages they wanted to test a redesign.

After creating the new pages, Lucidchart used the report of the Kissmetrics funnel in correlation with the A / B test report to determine the variation in the effectiveness of the new pages both as a stand-alone solution and part of the customer journey. Until they focus on the best performing pages and processes to generate conversions.

Report on the funnel of conversion

The growth and marketing teams use our funnel report to see where the losses occur before conversion. This report is fully customizable and can be used to track any conversion path you want. In addition, you can segment the data according to the main source, location, reference links, and so on.

Used for illustration purposes. These are not the Lucidchart data.

Lucidchart was able to track different segments across the customer's journey and compare themselves to each other, as well as using the A / B test report to test the new design against the other. ;former.

Test Report A / B

With this report, you will create your test in an A / B test tool, such as Optimizely, and track the results in Kissmetrics.

All data are imported from the A / B test tool and stored in Kissmetrics. Note: this is not the Lucidchart data.

What makes this Kissmetrics report unique is that you will be able to see how a test affects any part of your funnel . Want to see if a new title on your home page leads to more shopping? Or see how a test in the middle of the funnel influences the bottom line? Get your answer in a few clicks in Kissmetrics. The coordination of the two reports in the same tool allowed Lucidchart to measure the effectiveness of the impact of the new pages on the customer funnel with the old pages.

The results

The result? By combining the power of the Kissmetrics A / B test report with the funnel report, Lucidchart discovered that 2 pages in particular, their new homepage and their new page produced a significant 30% increase conversions.

"Kissmetrics' stats have resulted in a 30% increase in conversions, and all of our key customer behavior data is in Kissmetrics for both our product and our website. Helps to identify and take action quickly in the event of a stall in our growth cycle Kissmetrics is essential to Lucid Software's growth efforts. "

Spencer Mann, vice president of growth at Lucid Software

Whenever a prospect visits your site or uses your product, he leaves a digital trace of his behavior – showing what he does, where he hangs, what he likes, what he does not like and why. The value of this data is enormous and is essential to stimulate growth.

Kissmetrics allows you to capture and leverage all this behavioral data to increase conversions, acquisitions and retention.

About Kissmetrics

The Kissmetrics Customer Engagement Automation platform helps product and marketing teams better understand growth. Our software consists of 3 main features:

  • Analysis : A set of behavioral reports and measures. Monitor your KPI growth across the customer's lifecycle. And take a deep dive to understand user behavior and discover key ideas.
  • Populations : Segment your users according to key growth initiatives and track their progress.
  • Campaigns : Behavior-Based Email Automation. A fully customizable editor allows you to fully control customer engagement throughout the customer lifecycle.

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Get, retain, and grow more customers with Kissmetrics. Ask for a demo below to learn more.

About the Author: Jonathan Cabin is a growth analyst at Kissmetrics focused on initiatives that create sustainable growth. His experience spans sales, project management and marketing. In his free time, you can find him surfing, playing golf and asking his boss to take a vacation to travel.