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It was increasing popularity of SaaS decisions in recent years, and it will develop further on. The reason is their easy usability. According to forecasts this market segment will reach to $623 million with 18% annual growth rate by the year 2023. On this basis marketing experts need to react to all changes rapidly for being relevant and shifting focus if it is necessary. Data analysis could help to solve this task easily.

Let’s consider 6 main metrics that help to check business marketing direction.

1. Analysis of users’ behavior

Such tools like Google Analytics and Adobe Analytics help to monitor website users’ behavior consequently you get picture of users’ movement on the website, entry and exit points. However, it’s not possible to get aggregate picture, because these tools allow to analyze only marketing website part. Due to active constraints data-gathering from private pages with private financial information is not possible.

Good variant is to mix data-gathering from marketing and private website segments. It’s possible to do with help of individual analytic tool development that meets all internal requirements.

2. Trial signups

Website efficiency could be estimated with help of trial signups monitoring. The trial signup offer gives possibility for members to know a product before payment, for developers – to collect more important information. This data allows to evaluate website efficiency concerning conversions and also to make leads’ assessment, to define engagement rate and acquiring probability.

The trial signup gives possibility to engage many leads. Every lead is a scent of product interest by web visitor. This information analysis helps to classify leads and define who would convert to the financially reliable client.

However, it’s too important to remember about cooperation with leads. The main goal of the trial signup is to engage as many leads as possible who will become a loyal client. Onboarding process could become one of determinative factors in decision making by prospective client. On the result of research by Totango company, 70% of leads could not use software because of support missing. Welcome letter, explanations with slide or video, live chats could be a good decision for customer churn prevention.

3. Customer churn rate

Customer churn rate is one of the biggest enemies of each SaaS company. This rate shows customer percent who unsubscribes within a certain time period. It means ratio of customer number who refuses subscription for the period to their total number at the beginning of period.

High customer churn percent is a bad sign and negatively affects the business health. This metric ignoring and lack of control may result in slow company decline.

Customer funnel is an important element of each business that requires specific strategy and investments. Should keep in mind that customer funnel will be cost a lot more. Statistically the probability of making payments by existing customers is 60-70% but by new customers – 5-20%; existing customers are ready to use new products by 50% more. That’s why it shouldn’t compare customer capture rate and customer churn rate. It makes sense to work at customer keeping strategy particularly.

Detail churn data analysis will help to define reasons why customers give up subscription, their scale and other critically important factors. So this information gives a possibility to develop right customer keeping strategy.

4. Customer Lifetime Value (CLV)

One more important metric for business optimization is CLV (Customer Lifetime Value). This metric means profit that company receives from one user for cooperation period.

A lot of startups not knowing or in disregard for CLV have risk collapsing, as customer capture value could be bigger his lifetime value. CLV is at the root of a business long-time success.

With the help of this metric it is possible to:

• define economic costs for customer capture (the initial purchase profit could be less than expenditures for customer capture, but CLV gives a possibility to understand if user becomes a solvent purchaser);
• classify clients and define loyal clients;
• optimize keeping clients work;
• understand behavioral aspects.

5. Qualified traffic monitoring

Statistically about 4.5% from 1000 leads are ready to subscribe for trial signup. 14% from them are ready to pay and use product after trial period. Here marketing specialists have the main role, they have to classify clients clearly with help of ICP (Ideal Customer Profile).

During traffic monitoring SaaS company should take a fundamental approach. It’s important to separate existing clients from new ones. Existing client also can impact on traffic. For example, he can check out a website and log in for statistic review and those acts could increase website traffic.

6. Customer Engagement rate

This metric shows how client relates to service. If you have and analyze such data as entry/exit numbers, common using time and other elements you may evaluate customers’ engagement rate and service role in their life. How much user is involved in a product it will increase his motivation to prolong a subscription. Most likely, customer using and being in the system several hours every day don’t plan to refuse subscription.

Engagement value depends on product usage by the client. Analyzing of product model usage, customer return reasons and possible desubscription understanding, as well as vision of the best product integration in customer’s life will give a possibility to define essential engagement rates.