Before you read this article – which is really for companies that already have a good amount of customer data – I suggest reading a much more recent article “The Secret to Successful Customer Onboarding” which gives a much better perspective on how to design an onboarding (including Free Trial) flow.
Once you’ve read that, come back to this article and consume with that context.
Okay, so most discussions about SaaS Metrics are some retelling of Bessemer Venture Partners’ Top 10 Rules of Cloud Computing and SaaS.”
The metrics that BVP talks about – CMRR, CAC, etc. are absolutely the core metrics to monitor at the high-level, I’m just not sure how many more posts we need telling us that.
What is often lacking – because the authors don’t actually know or they don’t want to share their secrets – in posts about SaaS metrics, is what you’re supposed to do with the metric once you have it… how can those things actually help you increase your free trial conversion rate?