Prospect downloaded an ebook, read another piece of content, signed up for your trial, tried features, gave you the credit card, became paying client and a few months later upgraded.
This is a journey of a client in a mobile app or SaaS software… Here is a great way to track your client onboarding process and identify drop-offs with tagging, using in-app events and segments in your email software.
What are tags, events, and segments?
In order to be able to see your trial to paying customer conversion rate (as a KPI metric of your client onboarding process) and the journey your users are taking, you need to collect data. Thank you captain obvious! But how?
By using contact tags, events, and segments.
Contact tags are labels that are added to your leads, users, and clients based on their behavior.
For example, you give somebody a tag if downloaded a specific ebook, signed up for your trial, paid, upgraded and so on. These are literally little words, “tags” that are put to contacts when they do something.
Events are actions that are taken by your users in your mobile or web application.
For example, if somebody uses one of your features, pays you, does something that is trackable.
Segments are views of your contact list based on specific criteria.
For example, you can set up criteriums like: opened a specific (or more) email(s), clicked a link(s), has a tag, has a specific custom value, subscribed on a specific form(s), and more. To create highly targeted segments, you can combine “or” and “and” logical operations. Segments are automatically recalculated so it will always show you the list of people who fulfill the criteria you set up.
How to track events in your SaaS software or mobile app
Acquiring new users is great but you need to decrease your churn rate and increase the lifetime value as well. A good client onboarding process will just do that for you.
So you need to track your users’ in-app activity and get answers to these questions:
- What is the feature when the user feels the real benefit of the product firstly?
- What is the shortest journey my paying clients took in my trial until they started to pay?
- What are the most used features?
- What are the least used features?
These are logical questions you should answer if you’d like to map out your client onboarding and retention strategy. But you need data about your user’s in-app activity for your data-driven decision making!
In order to be able to track users activity in your mobile or web app, you have to connect it with Automizy with Rest API. This type of connection will create seamless communication between your app and Automizy.
With this approach, you can tell Automizy to create a new contact if someone registers to your own service and add a tag or custom value to this person when he does anything in your app completely automatically.
For example, if one of your users pays for your service, Automizy will automatically add a tag “paying_client” to the contact.
Steps to create this type of awesome integration:
- Map your success milestones, features, and steps that should be tracked
e.g. Registered to trial, Used feature A, Used feature B, Upgraded to plan A, etc.
- Name every milestone with a specific tag (e.g. trialuser, A/B/N_feature, payingclient, A/B/N_plan, etc.)
- Tell your programmer that you need to add these tags to contacts in Automizy if they achieve a specific milestone (clicks, pays, etc). Share the Automizy’s Rest API documentation on Contact Update with him.
- When he’s done, you will see that the contacts in Automizy will be automatically tagged as they use your application.
How to set up segments based on your user in-app activity
If you managed to implement automatic user tagging, the next step is to set up different segments in AUTOMIZY based on that. If you set your segments up the right way, you will get a funnel where each segment will show you the actual number of users that are at that specific stage in real-time. So you can easily identify bottlenecks in your client onboarding process.
Track trial users
Tracking your actual trial users is very easy. You just need to set up the following criteria:
Behavior-based data/Tag/Has a Tag/”tag name of trial users” (e.g. “startedtrial”)
Behavior-based data/Tag/Has NOT a Tag/”tag name of paying clients” (e.g. “payingclient”)
So you will see only those contacts who started your trial BUT hasn’t upgraded for any of your paying plans.
Track paying clients
Tracking your paying clients is the same logically. You just need to set up the following criteria:
Behavior-based data/Tag/Has a Tag/”tagname” (e.g. “payingclient”)
In this case, you will see only your paying clients. If you auto tag your different plans (starter, pro, enterprise, etc.) you will be able to segment your paying clients according to their payment plans too!
Find valuable features with segments
Finding the key features of your app for your users is very important if you want to understand what you should push during your client onboarding process. You can easily find it using segments as well. Let’s say you want to know how many of your paying clients who pay for your starter plan used “feature A”. Set up your segment with the following criteria:
Behavior-based data/Tag/Has a Tag/”tag name” (e.g. “starter_plan”)
Behavior-based data/Tag/Has a Tag/”tag name” (e.g. “feature A”)
So you will see only those people who are paying for your starter plan and already used feature A.
It is even better if you want to compare it with feature B usage. Set up a new segment as follows:
Behavior-based data/Tag/Has a Tag/”tag name” (e.g. “starter_plan”)
Behavior-based data/Tag/Has a Tag/”tag name” (e.g. “feature B”)
Now you will see the number of contacts that are paying for your starter plan but in the first segment, you will see only who used your A feature, in the second only who used B feature.
How to set up segments to track your client onboarding funnel
In case you have a lot of features, you can add more feature tags to the criteria to dig even deeper!
You can track different journeys of your users with segments that will eventually look like a funnel view of your client onboarding process.
You can easily identify the bottlenecks, tweak your app or message and check the results. This is what we call data-driven decision making!
In the image below you can see:
- 14300 people started trial in a given time period,
- 12453 people used the software’s “A” feature at least once while 3564 of them the “B” feature during their trial
- 1345 people pare paying for the service
- 786 of them are in the “starter plan”, 559 of them are in the “pro plan”
- 496 from the paying customers used feature “A” at least once
Based on this data it is logical that if a person uses feature A, the higher the chance he will pay for the service.
During the onboarding process, users need to try feature A as soon as possible! Therefore emails and the in-app experience should push them to do this feature at least once.
How to use behavior tagging for automated onboarding messages
That’s nice to collect data and intervene to solve the bottlenecks manually. But in the example above you have the chance to help people upgrade their plan as soon as they feel the benefit of your product (from trial to any paying plan or from starter to pro).
As we identified a success milestone in our example above, that is using feature A, it is wise to offer them an upgrade opportunity as soon as they achieve it.
This is why you should use tagging as a trigger for your emails!
Imagine from the user POV:
- You start a trial
- You play around, find a feature that fits your needs
- You manage to use it and feel a proudness and happiness that this tool can truly help
- And you get an email in this state of mind that you should upgrade if you want to achieve even more!
Sounds awesome, eh?
If you send an email as soon as someone feels the real benefit of your product, you will have much higher chance to make them pay or upgrade. So basically you can have higher conversion rate for your client onboarding process.
How to set it up?
So create a new automation, choose “gets a tag” as a trigger and add an email sending action!
The email you send should include a “congrats mate, you’re awesome, now you can upgrade” message.
If you want to go even further, add a wait action (few days), add a condition that checks whether the user has a tag “payingclient” (so they upgraded). If not, send a new email with educational materials, one-to-one consultation, discount, or anything that you think might help.