Before we get into strategies for increasing saas customer engagement, let’s first define it from the perspective of the product and talk about why it is such an important metric for your SaaS company.
The percentage of saas customer engagement who continue to use your product for a predetermined amount of time is referred to as the engagement rate. Changes in this metric could point to problems that might come later. Keeping track of how many customers continue to be truly engaged with your product is a great way to gauge its overall health.
Clearly defined engagement on behalf of the state:
After just one use, most SaaS businesses lose their free trial customers. As the saying goes, “engagement is when your customer is realizing value from your SaaS. Keeping those users interested is essential if you want to get the most out of your trial period. However, in order to truly increase engagement, you must help your customers maximize the value of your product over time for saas customer engagement.
Because engagement changes throughout the user journey, an honest attempt to improve engagement necessitates increasing regular product use at every opportunity. You can help prevent customer churn, keep existing customers informed of product updates, and identify issues before they escalate by placing a strong emphasis on user engagement and communication.
Customers who are engaged keep them from leaving.
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Improve paid conversions Begin a free trial Charts and graphs Now, let’s examine six tried-and-true strategies for increasing user engagement with SaaS products:
- Facilitate early user onboarding, which has a significant impact on the customer journey as a whole. It’s important to make a good first impression because your onboarding process is the first time your customers actually use your product. Consider user onboarding to be essential for sustaining engagement over time.
Because user motivation is typically at its highest during onboarding, it is a good time to encourage users to take meaningful actions and receive immediate value. Every new customer should be shown your product’s most important features so they can quickly figure out its core value proposition, also known as their “aha” moment.
This is where Duolingo, a platform for learning languages, shines. During the Duolingo onboarding process, users are prompted to select a learning objective on the mobile choose a path screen. The likelihood that users will continue using the platform is significantly impacted by getting them to commit to a goal before they even sign up. This is because humans have a tendency to want to finish things or complete tasks.
From the Duolingo mobile app screen, choose a language learning objective.
By the time users can sign up, they have already completed a brief lesson toward their goal:
By reversing the onboarding process, which begins with the product and ends with a signup form, Duolingo is able to demonstrate the value of their product before even asking users to register. Duolingo is able to:
The “time to create a profile” prompt on the Duolingo screen for account creation Takeaways from the onboarding process for Duolingo:
Don’t be coy. Create an onboarding procedure for new users that welcomes them and gets them to the “aha” moment earlier. A progress-based approach like Duolingo and a straightforward onboarding checklist can be very effective.
By segmenting your users according to their in-app activities, you can personalize the onboarding experience. Duolingo can easily direct users to lessons of varying difficulty levels based on their language proficiency through segmenting.
Utilize UX writing to send messages that are pertinent to the work and situation. Don’t put UX writing off to the side. Microcopy in your product, like CTA buttons, form descriptions, modal dialogs, and so on, can help users successfully complete actions, convey technical information in everyday language, and encourage them to keep using your product. Of course, persuasive copy can also persuade trial users to upgrade to paid accounts, increasing revenue.
Mailchimp provides an excellent illustration of microcopy that motivates users to take action.
The friendly, customized welcome text helps to keep users’ attention each time they log in.
This is a screenshot of the MailChimp welcome screen. It introduces itself, has simple graphics, a personalized message, and a lot of white space around crucial CTAs. Lessons learned from MailChimp’s UX writing:
Write with compassion. Avoid using technical jargon when describing your product, keep sentences brief and to the point, and whenever possible, use user-generated language.
If you use strong words and design elements like white space to create urgency, your CTAs will stand out.
If it’s allowed, give your brand some personality. Include the jovial and welcoming image of your brand in your microcopy without hesitation for saas customer engagement.
Created a straightforward tooltip for the new Process HTML features.
An illustration of a message in a litmus tooltip for a feature announcement: Only 2% of users in the control group became active users of the feature, whereas 62% of users who saw the tooltip did so. That represents an astonishing 22-fold increase in feature adoption.
Lessons learned from Litmus’ announcement of a new feature:
Treat every announcement of a new feature as a mini-product launch and use in-app callouts to direct users to it. For more complicated rollouts, a brief walkthrough or modal dialog that clearly explains how the feature works and how it will benefit users may be helpful.
However, keep new feature announcements brief and to the point. You want to make it easier for your users to use new features in order to make their experience better. However, by interfering with their workflows, prolonged or severe interruptions defeat the purpose of saas customer engagement.
Send emails frequently based on what users do in the application. Even after they leave your product, this keeps users interested. This is because of the mere-exposure effect, which says that people like to think about things they already know.
The following methods are available for sending behavioral emails:
Emails for signing up and activation. Welcome emails are the best way to introduce your brand and start making a personal connection with your customers because they have some of the highest activation rates of any type of email.
One-time emails regarding specific events. Emails that go into greater detail about features the customer is already using can be sent when certain in-app events occur without interfering with their work.
customer feedback surveys. Show your users that you value their input by using in-app surveys and feedback forms. Appointlet emailed users based on their responses by utilizing the Appcues -> Zapier Integration.
You can learn more about using Appcues and Customer.io to create multichannel onboarding at The Growth Lab:
Takeaways from this Growth Lab formula:
Everything hinges on timing. Send the appropriate email at the appropriate time by utilizing in-app triggers.
By creating a seamless flow, make sure that each email takes users to the logical next step in your product.
Make sure that users get a reward for finishing each step. An animated modal window or an elaborate checkmark on an onboarding checklist are examples of this reward.
- Collect qualitative feedback to find opportunities for improvement. Quantitative data tools and analytics can reveal a lot about your product’s flaws. However, it is unable to explain why. That necessitates asking your customers.
