SaaS创业公司如何降低客户流失率？ | 双语(2)

Churn is also a critical factor in a SaaS valuation. If you think you might be interested in selling your business at some point, you will need to get your business on a growth trajectory by reducing churn and increasing profits.

because it’s your baby. You gave birth to the business and the idea.

Because no two SaaS businesses are exactly alike, you will need to take a tailored approach to reducing churn within your business. The following tips and case studies will hopefully provide inspiration for what to do.

花些时间仔细认清你提供的产品是否确实有价值，为用户所求。

5、提升获客能力

3、审视自身产品壁垒

Earlier, you read about Groove, and you might have noticed how Turnbull identified the company’s onboarding process as one of its potential issues. But for some SaaS businesses, this represents a much larger obstacle. Common onboarding issues include:

Who is your ideal customer? Whom is your software for? Why do those people need it?

Part of its action plan was to put a greater emphasis on support by reducing response time. The company decided to handle queries in batches every four hours, and held “support meet product” meetings to improve the product and its support tools. These steps enabled the company to halve the amount of time spent on customer support.

因此，想要降低客户流失率，首先要让客户满意。只有客户满意，那么他们的客户生命周期价值就会增加，而你也可以使用推荐和社交网络推进平台，提升客户上线率。

Fundamentally, if there’s a misalignment between your service and the people using it, you’ll need to rethink your marketing strategy.

再次强调，想要占据市场份额，并降低流失率，你需要记住：没有任何一家公司是一模一样的。重要的是，找出业务中存在的缺陷，通过策略进行一一击破。

Although the company’s techs had recognized that the company app had too many features and bugs that needed to be fixed, and that its onboarding process required some simplifying, they couldn’t immediately identify what was leading to so much churn.

Nevertheless, try to see things from your customer’s perspective. If you were a user of your

5. Improve your onboarding process.

4. Increase the frequency of communication.

The number one thing that will reduce churn is happy customers. When you have happy customers, their lifetime value will increase, and you can use testimonials and social proof to promote your platform and improve your onboarding.

为了对获客能力下降的原因有个整体的把握，你需要仔细分析数据指标。不过，提升获客过程意味着提升访问用户的使用便捷性和速度。

time on important tasks they must complete, or is it adding unnecessary steps to their

If you can identify the exact reasons why your customers are leaving, the next steps will be easier. Alex Turnbull, founder and CEO of Groove, shared on the Kissmetrics blog how this seemingly simple step enabled his company to reduce churn by 71 percent.

Take some time to figure out whether or not your product is actually worthwhile and something people want.

could be that your offer isn’t the right fit for the people you’re targeting.

In order to gain a holistic picture of where your onboarding process is falling short, you will need to analyze your metrics. But more often than not, improving your onboarding process simply means making it simpler and faster for your visitors.

Finally, it also organized a webinar to showcase how to use the app’s features, and what real users were using it for.

What this case study demonstrates is that sometimes it isn’t enough to just convert free trial users into paying ones. By communicating more regularly with new customers, you can offer better support and helpful tips on how to best take advantage of your SaaS app.

最后，Mention还组织了一个研讨会，在会上展示如何使用该app性能，又有哪些用户进行使用。

1.缺乏说明。潜在用户搞不清楚如何使用产品。

unattractive and difficult to understand? Is your app actually helping your customers save

app, what wouldn’t you like about it?

问自己几个问题：谁是你理想中的客户？你开发的软件又是为谁服务？为什么他们需要你的产品？

上文中，你或许已经注意到了Turnbull是如何挖掘出公司获客能力的重要性。但对于某些SaaS公司，这就实际上是一道不好迈过去的坎儿。常见的获客问题包括：

onboarding new customers at a rapid rate, if you aren’t retaining them over the long haul, it

Magoosh, an education app, was able to increase its conversions by 17 percent by A/B testing its welcome message.

Clément Delangue, chief marketing officer of Mention, shared on the Kissmetrics blog how his company was able to reduce churn by 22 percent in a single month.

Is the software difficult to use? Does it have bugs that need to be ironed out? Is the interface

Additionally, although Mention’s staff had a marketing process that converted free trial users, communication stopped with them after users upgraded and became paying subscribers. Mention decided to create additional emails and in-app messages to keep users engaged and to encourage their use of additional features.

1.Find out why your customers are leaving.

如果没有对以上问题具体明确的回答，那么你的公司很有可能停滞不前。尽管你认为自己已经知其然，但你可能更想知其所以然。

workflow?