B2B Saas Case Study
Tracking and Analytics
One of the first tasks we worked on for Orca (useorca.com) was to setup tracking for their entire user flow through their product. This required us to do a Google Tag Manager installation and configuration from scratch so that we could run our other analytics tools (Amplitude, Google Analytics, Facebook Pixels etc…). To complete this install we mapped out all of our “conversion” events and created custom triggers for each event/tag combo the team needed to set up real end-to-end analytics for their user journey through the product.
Landing Page Design and CRO
Once Analytics were setup, we went to work optimizing their landing pages, testing variants of the original landing pages before moving on to complete re-design tests. Once we built a few variants that were resulting in increased conversions (app downloads) we moved on to motivational factors on the home page. Pop ups, opt in boxes, interactive elements etc...Once we had landing pages and opt ins we were comfortable with, we began testing secondary pages like the design and motivational factors on the company’s blog page.
We setup email automations that focus on educating users about the core product functionality, the products in app referral program and the features users might have missed. We also lead users toward our other educational content such as specifically relevant blog posts and our product demonstration webinars. The team we were working with already had some great automated emails that were sent out when users reached specific milestones in the app but they were completely neglecting the use of email for educating their users and converting trial users into paid accounts.
We used very little paid advertising to drive potential users to the home page. Instead we used the majority of our ad budget to drive relevant audiences to specific blog posts we thought might interest them or to specific presentation we were going to be doing live. Depending on user engagement with our content we would retarget users with additional content or an opportunity to download the app and join our mailing list. We followed a basic strategy of working to move potential users from problem aware to solution aware to product aware. We tried to focus on audiences that would definitely be problem aware.
The team had already started work on a growth loop centered around their in app referral program. In order to make the most of this feature we focused our advertising on remarketing users to pages that outlines the benefits of the referral program and instructions of how to get the most out of it. We also sold the referral program through our email sequences, emphasizing the ways it would benefit our team users. We also worked to develop a paid acquisition loop by spending a large percentage of our ad dollars on filling our webinar with key decision makers at companies we were targeting. These webinars were live and featured company executives selling the product and putting on product demonstrations. In this case one of the co-founders was previously in sales and was very comfortable with this type of event. The presence of these company decision makers in our webinars resulted in many referrals and conversions to paid for our team accounts.
Partial List of Results
On this particular account we were able to achieve a 30+% month over month growth in paid users fo0r every month we were with the account.