The growth of SaaS is based on customer engagement.
This may seem like a difficult battle attracting the attention of your audience in a competitive market. However, coupled with behavioral data, a personalized experience is a solution to communicate the value of your product.
"Customers come from a variety of backgrounds, interests, and behaviors, and a unique approach to customer engagement can alienate your customers and keep them away from your brand," says content producer Donte Ledbetter. and programming at Appboy.
You can better serve customers by monitoring user behavior. Here are five tactics to get your team moving in the right direction.
1. Identify where users come from
Despite the misconceptions of the industry, customer engagement is not a random phenomenon. Consumers do not land on your website from scratch.
There is a reason for their behavior. Whether it is a reference from friends or a backlink in a blog, SaaS users arrive on your site with an internal (or external) motivation.
Some consumers have a real problem and think that your product may offer a solution. Others do not even recognize their imminent challenge, but find your product somewhat intriguing.
To begin the process of discovering the motivations of potential customers, you will want to consider how they ended up on your site in the first place. These localization origins will help your team develop a customer journey that matches their interests and needs.
Kissmetrics Analyze makes this possible. The platform offers a chronological flow of user behavior wrapped in customizable reports. You can identify the channels and monitor the user steps in the funnel, from the initial visit until paid registration.
With this overview, you can engage users differently depending on how they get to know your brand. You can optimize content and calls to action throughout the customer journey. For example, organic visitors may see a pop-up box to sign up for a product demo earlier than social media visitors.
The way consumers learn about your SaaS product is important. So take the time to analyze the data.
2. Inactivity of the punctual user
Throughout your career, you have learned that business centers are at the service of the customer. For some companies, this means responding to the constant demands of the consumer.
Although this way of thinking works, it is also important to recognize the actions of your clients. Their behaviors, not necessarily their current desires, provide your SaaS team with an overview of the buying decisions.
For example, a test user tells you explicitly that she likes your product but never buys it. This can leave your team confused. However, if you watch her activity during the test and you learn that she has only tinkered with the application twice, your team is better equipped to ensure the conversion.
The product usage data are invaluable for commitment. With the right strategies in place, you go from churning to closing more sales.
Kissmetrics Populations can help you quickly identify trends in user activity and product usage. Here is a video explaining how it works:
"The main obstacle to exploiting the potential value of this change is the organization – companies that learn how to design and implement effective strategies for engagement of customers will have the advantage; the others will lose ground, "writes Tom French, a director at McKinsey.
Declines in user activity indicate a break in the customer-brand relationship. Take proactive measures, such as sending retention emails or offering one-on-one training, to attract users to your platform. It's up to you to gain the attention of every user.
3. Monitor interactions with social media
Immersed in the behavior of the user, it is easy to have a tunnel vision. You focus entirely on the data you deem essential to the success of SaaS.
But like most business functions, customer interactions go beyond your SaaS product in other channels. For example, consumers can find out about your product on Facebook and comment on your messages with questions.
Your team does not control these social platforms. Yet, they can become one of the best forms of engagement with your users. They already speak with their friends, so it's convenient to leave a message to your brand too.
Consider these social interactions as an investment. A Twitter research study found that "when a customer tweets into a business and receives an answer, he is willing to spend 3 to 20% more on a medium-priced article from that company at the same time." future. "In addition, customers are 44% more likely to share their experiences.
Social listening is helpful in determining how to engage your clients. If users start complaining about a specific feature of the product, you must react quickly and escalate the problem to your product team. Similarly, when users praise your business, you want to thank them and show the feedback to your team.
To engage on the social, is more to learn from the customer than to brag about his product. Take action on their concerns to increase the growth of SaaS.
4. Track user responses to communications
Communication is the key to ensuring a strong customer commitment. Your team will probably spend hours developing the perfect message to convey exactly the right tone and detail.
This is commendable. But are you also paying attention to how SaaS users respond to your messages?
From e-mail to live chat to phone support conversations, your users give you verbal and non-verbal cues about how they perceive and feel your brand. The response of the user is essential to discover what makes your customers react.
Suppose your Net Promoter Score drops after users talk with your live chat reps. You should then dive into the language used by customers during the chat.
Do users say terms like "upset" or "stupid"? Then you can watch when these frustrations occur and for what product problems.
From another angle, you can use the current behavior of the user to trigger the way you respond to customer responses. You can email about an upcoming product launch. The user opens the message but fails to click a link in the e-mail.
You can track this behavior and follow up with another email or even segment an entire group to receive a different set of messages. Kissmetrics campaigns allow your team to send these types of personalized emails based on the behavior of the user.
5. Recognize the adoption of high-level products
According to Aberdeen Group, the top companies "achieve a customer loyalty rate that is over 80 percent" compared to other organizations. This is because they have "mastered the science (and the art) of creating loyal customers."
Loyalty is not reserved only to known brands. Microsoft and Airbnb do not have a share of hard-core consumers.
Your SaaS can retain your customers just like the competition. By tracing visitor behavior to an experienced user, you'll know exactly how to maintain incoming users.
Of course, behaviors vary depending on your industry, the type of customer, the price level and the product, but there are still specific actions to perform.
As a SaaS team, observe the frequency at which users log in to your application, the number of times users submit a service ticket and use advanced features. You are looking for models that indicate a product adoption threshold above the standard users.
These behaviors will prepare your team to send new users on a similar trip. For example, if experienced users log in five times a week, you can send an email to new users to remind them to connect to your platform. In this way, you make a conscious effort to acquire a habit of loyalty.
Let the data move your SaaS business to more revenue. Past behavior of users can lead to customer loyalty.
To engage with the behavior of the user
It's time to update your customer engagement. Infusing user behavior into your strategy leads to better experiences.
Start by identifying how users discover your site. Then identify the gaps in the user's activity to avoid unsubscription. And always listen to customer feedback to improve the product.
Focus on the behavior of the user. Then, shape your customer commitment.
About the Author: Shayla Price lives at the intersection of digital marketing, technology, and social responsibility. Connect with her on Twitter @shaylaprice.