SaaS Onboarding Step 5: Measure Success

This is the 5th and last shorter part of our SaaS Onboarding series. If you have not read the previous 4, they are listed below

In this last shorter blog post, we will focus on the last part of the SaaS onboarding journey, namely tracking your success.

Set a Goal

Go back to your end goal

When you start implementing your onboarding flow it’s key to keep tracking towards the original goal, that you set as part of Step 1 - Set a goal . Some examples of high-level goals were

  • Reduce Customer Acquisition Cost (CAC) and Customer Service cost for our SMB customer segment from xx to yy
  • Increase conversion rates on free trials from xx to yy
  • Increase Net Dollar Retention (NDR) or LifeTime Value (LTV) from xx to yy for our enterprise customer segment
  • Increase % of customers buying the Pro package
  • Increase NPS for SMB customer segment
  • Reduce # of support tickets from the enterprise customer segment

Correlate onboarding KPIs to your end goal

To see if the onboarding is helping you reach your goal, you should correlate the goal to the onboarding KPIs i.e.

  • CAC for SMB customers who completed the onboarding vs. not
  • The conversion rate for customers who completed the onboarding vs. not
  • NDR for customers who completed the onboarding vs. not
  • ARR for customers who completed the onboarding vs. not
  • % of customers who bought pro who completed the onboarding vs. not
  • NPS for customers who completed the onboarding vs. not
  • # of support tickets from enterprise customers who completed the onboarding vs. not

These might need to be divided into smaller sub-KPIs to give a more detailed picture.

Report your success to Management and the company

An important reason for having a clear goal and related KPIs is to be able to show your management and company in general how the improved onboarding is supporting the end goal or if it is not, what the potential challenges might be. Therefore besides tracking these numbers yourself, you need to have them clearly shown as part of mgmt and company reporting

Iterate based on the results

As mentioned in Step 4 - Building the onboarding flow building your onboarding is an iterative ongoing process. By tracking the KPIs and goal you can continuously try to improve your onboarding flow and easier track what leads to improvements.

Conclusion

This blog post was the 5th and last part of our SaaS onboarding series. We hope you found it valuable and as always feel free to reach out if you have a detailed question/input about how you can build a great user onboarding setup. Good luck!

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