ABOUT THIS COMPANY
This company has asked to remain anonymous.
- Based in San Francisco, CA
- Offer a self-service tool for front-end engineers
- 15 full-time employees & one part-time marketing contractor
- Set to raise Series B in the next 12-18 months
- No budget for elaborate analytics
- “Use what we have” and “we’ll do the legwork” mindset
PROJECT OBJECTIVE
The company needed what they called “the beginnings.” They needed a solid but not perfect idea of what a funnel would even look like for them. They just needed help getting started and understanding what metrics were important.
THE PROCESS
Week 1: Met with team to understand user journey
Week 2 & 3: Started the SaaS Conversion template
Week 4 & 5: Google Analytics improvement plan
Week 6 & 7: Determined KPIs and sources
Week 8 & 9: Engineers organizing & gathering data
Week 10: Set up dashboards and tracking
Week 11: Tested delivery of reports
Week 12: Improved delivery reports
Week 13: Created master metrics tracking spreadsheet
Week 14: Final follow up
BIG WINS
- Provided entire organization visibility into key conversion metric — delivered weekly via Slack and accessible by a Slack bot command
- Identified “North Star” metric — created a retainable long-term growth plan
- Saved $12k a month — eliminated paid channels that were not converting
- Uncovered highest convert channels — crafted a “double-down” plan for organic
- Discovered two major product-fiction points in the 14-day free trial — helped prioritize product improvement areas
SaaS Conversion Funnel Template
Use this template to kick off the work. It’s a step-by-step, fill-in-the-blanks document that lists out all the steps for developing, building out processes, integrating tools, and executing reporting. Having a working document, like this template, will be handy because it acts as a collaborative source of truth for all parties involved. Chances are, you will be working across departments with the executive team, sales, marketing, and engineers.
