Onboarding Metrics Allocation

Product Metrics

Marketing Metrics

Business Metrics

Key Takeways

SaaS organizations use an array of metrics – a blend of business (51%), marketing (15%), and product (34%).

Being a fundamental need of any organization to be aware of its business and marketing activities ROI, those KPIs can be lagging indicators as they have little to do with product experience. Negative changes on those metrics do not make their appearance instantly, but when their (churn) effects are in place.

Organizations should emphasize on product metrics to distill the right conclusions on users’ behavior. The continuous onboarding delivery forces product managers to discover actions that reinforce or downgrade the process by considering in-app user behavior.is is how product experience will become an intentional effort across an entire organization.

Personalization Factors

Personalization, the double-edged knife following any onboarding tactic, on Human Assisted onboarding involves Sales and Customer Success by increasing acquisition and retention costs. On Self Serve, it is supposed to be established via scalable engagement practices tailored to users’ needs.

Success Manager

93%

Social Communities

66%

Custom Emails

60%

Messages On Site

53%

Messages In-App

53%

Social Media

20%

Success Managers

63%

Social Communities

73%

Email Flows

84%

Free Trainings

68%

Messages On Site

84%

Messages In-App

84%

Social Media

57%

Key Takeways

Sales & Customer Success Organizations

It is evident that Self Serve adopters strive to balance the involvement of Sales (40%)* and Customer Success organizations’ (63%) in an effort to activate and retain an account.

Email Practices

Email practices substitute a personalization tactic with 84% (Self Serve)  and 60% (Human Assisted) preference.

Social Communities

Social Communities play an essential role when establishing a personal connection with an almost equal level of preference among Self Serve (73%)  and Human Assisted (66%).

Social Media

Social Media is a prominent personalization tactic on Self Serve (57%) and less preferred on Human Assisted (20%)

High Trajectory Customers

On Human Assisted Onboarding, the disposal of Sales (69%)* during acquisition and of a dedicated CSM (93%) later on, is the first choice coming into mind. The nature and needs of Mid-Market and Enterprise customers make sales procedure complex and customer satisfaction key priority.

Education

Education practices (Free trainings) affect the buyer-seller relationship with 68% preference on Self-Serve and 60% on Human Assisted.

Live Chat

The same impact have On site/In-App messages with 84% and 53% preference on Self Serve and Human Assisted, respectively.

User Behavioral Metrics (Per Strategy)

Invite Team Members

10%

Visits to Sign-Ups

20%

Visits to Trial Ratio

24%

Lead Scoring

27%

PQL Score

35%

7 Days Churn Rate

28%

Visits to Paid Revenue

35%

Conversions

38%

Website Traffic

55%

Key Features Adoption

45%

NPS

45%

Monthly Churn Rate

45%

Visits to Sign-Ups

20%

Visits to Trial Ratio

25%

Lead Scoring

25%

Invite Team Members

30%

PQL Score

35%

7 Days Churn Rate

40%

Visits to Paid Revenue

40%

Conversions

50%

Website Traffic

65%

Key Features Adoption

65%

NPS

85%

Monhtly Churn Rate

100%

Data Analysis

Human Assisted Onboarding

On Human Assisted onboarding, top benchmarks are Monthly Churn Rate (100%), NPS (Net Promoter Score) (85%) and Key Features Adoption (65%).

Self Serve Onboarding

On Self Serve onboarding, top behavioral metrics are Monthly Churn Rate (65%), Website Traffic (65%), NPS (45%) and Key Features Adoption (45%).

Metrics Allocation

40% of the metrics the research uncovered are product related, 40% marketing and 15% business.

PQL Scoring

PQL measurements are used by 35% of participants across both strategies.

User Behavioral Metrics (Per Department)

Invite Team Members

17%

Visits to Sign-Ups

21%

Visits to Trial Ratio

20%

Lead Scoring

21%

PQL Score

33%

7 Days Churn Rate

28%

Visits to Paid Revenue

33%

Conversions

21%

Website Traffic

53%

Key Features Adoption

51%

NPS

64%

Monthly Churn Rate

63%

Visits to Sign-Ups

9%

Visits to Trial Ratio

0%

Lead Scoring

18%

Invite Team Members

36%

PQL Score

36%

7 Days Churn Rate

36%

Visits to Paid Revenue

40%

Conversions

55%

Website Traffic

55%

Key Features Adoption

63%

NPS

90%

Monhtly Churn Rate

81%

Invite Team Members

9%

Visits to Sign-Ups

36%

Visits to Trial Ratio

38%

Lead Scoring

46%

PQL Score

46%

7 Days Churn Rate

18%

Visits to Paid Revenue

35%

Conversions

36%

Website Traffic

72%

Key Features Adoption

46%

NPS

72%

Monthly Churn Rate

72%

Data Analysis

Top Behavioral Metrics

Top behavioral metrics are NPS, Monthly Churn Rate and Website Traffic, with mean preference 75%, 72%, and 60% respectively.

PQL Measurements

Paradoxically, Marketing (46%) favors more PQL scoring, followed by Customer Success (36%) and Product Management (33%).

Key Features Adoption

Key Feature Adoption is monitored mostly by Customer Success (63%), followed by Product Management (51%) and Marketing (46%).

Marketing

Despite the increased consideration of product metrics (eg.PQL Scoring) Marketing equally assesses Lead Scoring 46%.

Team Onboarding

Time to Invite Team Members (Breadth of Use) is mostly monitored by Customer Success (33%) while Product Management ranks second (17%) and Marketing (9%) last.

Onboarding ROI

The ROI onboarding yields (Conversions), is monitored mostly by Customer Success (55%) and Marketing (46%) and less by Product Management (21%).

Key Takeaways

Product Metrics 

Emerging product metrics (PQL Scoring) redefine the evaluation of customer satisfaction by considering product usage.

Marketing Metrics

Marketing metrics still play a significant role when evaluating user behavior. Being out of the product activities, those evaluations don’t assess product behavior but acquisition practices.

Product Management

The lack of product managers to adopt product usage KPIs to their full extent suggests that there is room for improvement when evaluating user behavior. Product performance and customer feedback in conjunction with product data analysis should be the top three priorities following product management decisions.

Onboarding Toolset

N/A

6%

Custom

13%

Product Experience Solution

20%

Product Guidance

33%

Live Chat

46%

Marketing Automation

60%

Email Platform

66%

CRM

93%

N/A

15%

Custom

21%

Product Experience Solution

0%

Product Guidance

21%

Live Chat

68%

Marketing Automation

26%

Email Platform

68%

CRM

63%

Data Analysis

Software Toolset

SaaS organizations invest in software solutions related to customer engagement (Live- Chat s/w), Account Based Management (CRM), Email practices (ESPs) and Marketing Automation (MA)

Product Experience S/W*

Investment in solutions that go hand in hand with product experience evaluation (Product Experience Software) is 20% and realized only from Human Assisted adopters.

Further Adopted Solutions

Qualitative data pinpoint organizations’ investment (50%) in data enrichment and data storage solutions too.

Key Takeaways

Current Analytics Programs

The adopted services measure product analytics on multiple dimensions, such as feature or account/user-level measurements. If usage and UI instrumentation measurements do not supplement their analysis, they provide a short-sighted view of how user behavior is delivered.

Advanced Analytics Programs

Organizations in favor of advanced analytics programs (20%), put together quantitative and qualitative measurements to derive the right insights. They invest in core product analytics and augment data by focusing equally on the breadth, depth, efficiency, and frequency of use.

Advanced Analytics Programs Characteristics

User Mapping

Advanced analytics programs can skew users’ progress on the micro level and macro level whether or not an account is moving forward retention and expansion.

Customer Feedback Capitalization

By investing in product engagement actions customer feedback complements Sales or Customer Success activations.

Heavy Experimentation

Experimentation delivers insights on users in-app behavior & enable organizations to experiment with product engagement practices.

Next: Human Assisted Onboarding

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