Here is an old post from 2015 worth revisiting to see how one company absolutely dominated the low churn metric and was ultimate acquired by Atlassian two years later.
StatusPage is a hosted status page for companies who need to report services uptime. Despite it being a naturally low churn product (why would you cancel a reporting page that your customers grow to appreciate?), I felt that there were a lot of great points and takeaways that can be applied even as we speak in 2019.
To make this most relevant and up to date for you, I went through the new signup flow and commented on what it does well and what you might be able to glean for your own SaaS.
Here is how StatusPage enjoyed a churn rate 1000% lower than the average SaaS. As you can see, there are no silver bullets (actually, just a bunch of them!):
- Made something people want that continuously delivers value
- Refined onboarding process relentlessly (a theme all great SaaS theme to take to heart, never stopping at one onboarding flow)
- Usability testing
- A set-up wizard
- Knowledge base
- Better empty states
- 24/7 live chat (or close to it)
- User segmentation
- Design for the novice, configure for the pro
- Focused on making the product great
- Spoke often to customers to mostly listen to what they have to say about the product
- Made everyone do customer support
- Avoided feature creep
- Tried to make customers like them:
- Thanked them for being a customer
- Proactively live chatted with them
- Spoke to customers on Twitter
- Rewarded super fans
- Blogged about their experience of building the company
- Open sourced code
- Spoke at conferences
- Created free mini-sites to help customers accomplish a task
- Tried to stay humble
- Chose a sticky product (hard to quit once you get going – who wants to cancel a status page?)
- Integrated with other products (more value, more sticky). If customers cancel, they have to consider the total network value decreasing as this product interacts with others.
- Focused on customer’s customers. In case of Statuspage, if the service was taken away from customer’s customers they might be upset given the convenience it provided.
Old Signup Flow
I was only able to capture a few screenshots from Archives as the rest of the process involves logging in, but here is a preview of what their old sign up process looked like:
New Onboarding Flow
Here is the new flow as of May, 2019:
What are you doing to increase your conversions and reduce churn?
How does your B2B SaaS flow and positioning compare to Statuspage? Ask yourself the following questions:
- Are we continuously delivering value to our customers, thus giving them less reasons to churn?
- Are we constantly refining the onboarding process to see what works and what doesn’t?
- Are we listening to our customers and using their feedback to improve our product?
- Does our team understand the challenges our customers face or do we silo our departments? (Your sales, customer support and marketing teams should all be communicating constantly and seeing first hand what customers are saying).
- Are we going out of our way to help our customers succeed?
- Are we making our product indispensable by anchoring it to existing great products through integrations?
- Our we focusing on helping our customer’s customers? (make our customers shine to their users).
And in regards to onboarding:
- Does our landing page or starting point illustrate the value provided to our customers or their customers, instead of focusing on features?
- Is our flow tapping into the psychological principle of need to complete?
- Do our forms ask for too much information thus hindering conversions?
- Does the flow illustrate product benefits with social proof?
- Are we dropping users into the dashboard without further guidance or using tools like Appcues to demo the dashboard and encourage completion through completeness progression?
- Do our forms reset on errors?
- Are we enabling product discovery and education through a welcome email series?
- Are the payment forms simple and easy to complete?