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BadgeVille conversion rate customer behavior Customer Engagement customer success enterprise 2.0 free trial freemium freemium to paid Interview RC-SaaS Free Trial & Freemium trial conversion visitors to paid visitors to signups

Converting from Visitors to Signups and from Freemium to Paid in a Fun Way

BadgeVille Interview

In the next couple of weeks I would like to share some short video interviews on relevant subjects taken at several events I’ve been to.

At the Enterprise 2.0 Conference, I’ve met Eric Montoya from BadgeVille and interviewed him about the ways to convert from visitors to signups and from freemium to paid users.

These topics are highly relevant to every SaaS business and I’ve been writing a few posts about it lately, including my previous post.

In this interview, Eric explains how the conversion process become a simple mechanism when you find unique and fun ways to get your users to know your product by gentle guides or creating a feedback system that is presented back to the end-user once they conducted a series of behaviors that we wanted them to.

Eric also gave some interesting examples in which he mentions a 500% lift for a unique application of Samsung – view the interview to learn more

Tomorrow I will upload another interview from the Enterprise 2.0 Conference. This time Jessie Wilkins, Director System of Engagement for aiim will talk about how the document system era evolved to the system of engagement era.

To read the full transcription of the video, click here

 
 

Video Transcription:

“My name is Eric Montoya, I am with sales and business development here at BadgeVille. You know, there is a couple of really, really unique things that happen within the context of any sort of online community or any sort of interaction with the product, the first is some sort of anonymous or local capture, right?

How do i get that person who has just come to my platforms, to my products and my brand and what can I do to try to capture them at that point? How do I convert them, maybe from fremium to paid and all of those mechanics that go along with could be something as simple as a mechanism like gentle guide or something where I am taking a series of behaviors or actions and presenting that back to the end user in some sort of unique, very step oriented, fun way with that getting feed back as they through all of the interactions learning the platform, taking a steps in necessary to become engaged within the product, but they are doing it in a way that’s very controlled and really wrapped around the behaviors and the actions that you want dozen users to perform.

Us, like our kind of broad, you know, 100 plus customers that we have now, we’ve seen, you know, strategic impact to the goals and objectives tied to a lot of those specific behaviors in the, like, 25 to 30% range, if you want to be very broad.

When you look at very, very unique applications or specific behavior such those users are performing. Samsung, for example, has just put out this last week that they are seeing a 500% lift on some of the drive and user engagement and actions that are very relevant to the success of their community.

Things like rating and reviewing and interacting with the product and the brand overall. So, you know,we have seen a lot of variance but the impact, you know, whether that’s 10%, 50% or 500%, absolutely the numbers are there.”

Categories
activity time activity time metric Best Practices Business Insights core actions core user actions customer behavior customer satisfaction Customer visits delighted customer delighted user indication of adoption new features online services value customers gain Visit frequency web applications

Top 3 Metrics to Measure Customer Engagement

Businesses these days are making significant efforts to delight their customers, and for good reasons. One of the key areas where businesses focus their efforts is in creating online self-serve applications with a great user experience in order to help customers get what they need and when they need it.

But how do businesses know if they are successful? Below are 3 key metrics you need to measure customer engagement.

1. Activity Time

When an online service creates value, people use it and use it often. Usage is measured by the number of times a customer visits your service (sometimes termed sessions) and the elapsed time they spend in using it.

We call this Activity Time – the total time a user spends online, interacting with the offered service. Note that Activity Time measures the actual time a user spends interacting with the service, and factors out time in which the user is idle (even if logged-in). This is critical given modern usage behaviors where users typically have many web-applications and sites open on different browser tabs.

Activity Time Graph

2. Visit Frequency

How often a user returns to your service is a key reflection of the value they get from it. This is often called Visit Frequency.

Visit frequency yields many potential patterns in customer behavior, as shown in the table below. The main goal is to identify the pattern that is most relevant for your service and monitor users against that pattern. If you expect a delighted user of your service to visit every day, measure against that, if you offer a seasonal service and expect them to only return on holidays, look for that pattern and so forth.

Visit Frequency Table

3. Core User Actions

Another indication of value customers gain is their use of Core User Actions, as defined for your service. If a user is consistently performing core actions, it is a good indication of adoption. When user’s explore new features and start to use them, the service is growing on them, and they are happy to use it more.

Conversely, if a user is not performing Core User Actions, while still spending time on the service, it may be because he is unable to get to it (indicating a usability problem) or that you don’t understand the value they are getting. Regardless, it requires further investigation to make sure the user and your offering are on track.

Core User Actions are naturally service specific, the following table gives examples of certain types of web applications and online services.

Core User Action Table

Creating an Engagement Score

A combination of these core metrics: Activity Time, Visit Frequency and Core User Actions uncovers the level of user engagement for any web-application or service. To get to the combination that is right for your particular service requires some thinking and modeling of the expected user behavior.

It may not be simple to do, but it’s essential if you want to continuously delight users and in turn increase their life time value. If you want the best tools in the industry for this job, we recommend you learn about Totango and signup to get started with these concepts today!

SaaS Key Metrics Survey Results

 

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