Build the Right Product and Get the Right Customers

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It used to be easier.

As our businesses moved online, understanding our customers got a lot more complicated.

They've gotten lost in an endless series of spreadsheets, data points, and graphs. We might have some basic understanding of what's going on but we have no idea who's doing it. We've lost track of who our customers are.

And knowing who's doing what has become more important than ever.

You see, a subscription business absolutely depends on getting to know customers because it needs to build an amazing product for them. This is how we keep them subscribed month after month.

Otherwise we'll lose customers just as fast as we find them. Then we'll never get our business to the next level--it's the only way to turn a serious profit.

Our marketing data also gets pretty wonky. Since we build long term relationships with our customers, connecting revenue back to a specific marketing campaign becomes a major headache.

We need to know which customers stay subscribed month after month AND we need to know where they originally came from. Knowing the first touch point our business had with a customer tells us which marketing actually works. On top of that, we need to know which campaigns persuaded them to become a customer.

Regular analytics can't give us insights like this.

What if we could connect all of our data to individual customers? We wouldn't just know what's happening, we would know who's doing it. Every traffic source, every feature, and every signup. This would give us the complete picture of who our customers are. Then we could build a business that delights them and keeps them subscribed for years instead of just months.

This is exactly what customer analytics gives you.

Learn Where Your Best Customers Come From

If there's one thing we always need more of, it's customers. But how did you get your current customers?

Saas revenue report
Revenue metrics broken down by the first traffic source that customers used to discover the business.

Here's an even better question: where do your best customers come from?

It doesn't do us any good to find customers that only stay for a month or two. So we need to see which customers stay the longest and where they come from. This tells us exactly where to focus our marketing to grow our business.

Kissmetrics connects all of your revenue to actual people. When you're able to track multiple purchases, you'll know which customers are a great fit for your company.

You'll get metrics like:

  • The total revenue you've received from each traffic source.
  • The average revenue of customers from that traffic source.
  • The total value you can expect to receive in the long term (we call this lifetime value).

Here's the best part. Your revenue data gets tied to people. That means you can see how these revenue metrics differ between any of your customer groups like different subscription plans, marketing campaigns, business types, or A/B tests. You'll even be able to tie all these metrics back to the original traffic source that brought you customers. It takes less than 1 minute to run a report and discover which customers are most valuable to your business.

Finally, you'll know where your customers come from--even for hard-to-track channels like social media.

Build a Better Product By Seeing What Your Customers Use

A great marketing strategy starts with a great product.

Not only do we want to find our best customers, we need to know how people are using our products so we can make them even better.

While other analytics tools tell you what's happening, Kissmetrics tells you who's doing it. This gives you the exact workflow of your users. You'll know which features get used and in what order.

Saas person details event timeline
Customer analytics connects your data to each user so you can see how real people use your product.
Saas person search
Quickly pull any list of users that you want.

Let's say you wanted to find your power users (people that LOVE your product). With a quick search, you can pull a list of users that have logged in the most. Now you can start looking for similarities in this group and figure out how to get regular users to become power users. On top of that, you have their email. So if you want to get to know the users that love your product the most, you know how to reach them.

You'll want to use this process every time you plan a feature revamp. Find the users that use that feature the most with a quick search, reach out to them, and ask them what's currently missing. You'll learn exactly which direction you need to go with that feature.

Of course, you'll also have data on how all your customers use your product. This includes which features are being used the most, how their use is changing over time, and how this changes between different groups of customers.

There's also your onboarding process.

How well do you introduce customers to your product, get them using it, and convince them to pay for it?

As you perfect your signup process, build Kissmetrics funnels on the fly to see how you're doing. Any event that you've been tracking can be added to the funnel. No restrictions. Any event can be used and you can track your funnels on any historical data that you have.

When you're testing different signup flows and finding ways to get more users to become customers, Kissmetrics funnels tell you whether or not you've been making the right changes.

Saas funnel
Use funnels to track the success of your onboarding process.

How do I set all this up?

We get it. Setting up another tool is a pain. You've got bugs to fix, features to launch, and a product to scale. And engineers definitely aren't cheap these days. We're in the exact same position.

Which is why we went out of our way to make Kissmetrics as easy to set up as possible. There's a couple of ways that you can quickly get data into Kissmetrics.

Install the tracking code

This one is pretty basic. As soon as you open an account with us, we'll give you a snippet of JavaScript. Copy and paste this code into every page of your site and we'll start tracking a bunch of data automatically.

This includes:

  • Every visit to your site.
  • Which domains send your traffic.
  • The search terms and engines that people use.
  • Ad campaigns using UTM parameters.

This code is also the backbone that gets everything else to work.

Send us the exact data you want

Every site and web app is unique, you'll want to be tracking things like:

  1. Customer logins and signups.
  2. Features of your web app.
  3. Revenue from subscriptions.
  4. Plan upgrades and downgrades.

And you have a couple options for how to do it:

Want to see how your data looks in Kissmetrics?

Take Kissmetrics for a test run with our 14-day free trial. We'd love to show you what Kissmetrics can do.