The onboarding phase is especially important for SaaS companies to focus on, as strong product adoption is the key to recurring revenue.ĭorota Owczarek, product lead at nexocode, highlights the importance of mapping out a variety of onboarding processes for SaaS products: Onboarding: the end user begins to use your tool, learns about its features, and starts integrating it into their workflow. They look at product demos, blogs, and other resources to evaluate their options.ĭecision: the user decides to purchase your software, either for themselves as an end user, or for their team, and selects the subscription that best fits their needs This is when they find and start to explore your website or SaaS product.Ĭonsideration: the user begins to consider various solutions. Typical stages for a SaaS customer include:Īwareness: a potential user becomes aware of their problem and begins to seek out solutions. Establish the stages of your customer journeyīefore you start mapping, make sure you understand the key stages in your customer journey. Spotify’s pricing and subscription packages cater to different user types with different life stages and situations 3. With such a wide range of potential users, it’s important to clearly define each user persona so Spotify can cater to each. Take the music streaming service Spotify: music is such a universal commodity that Spotify’s user personas vary significantly in age, demographic, geography, and more. It’s important to create distinct user profiles for the end-users of your product as well as the people who decide whether or not to purchase it.ī2C SaaS customer profiles might look different. While marketing teams are typically the main end-users, managers and C-level executives may be the decision-makers who have the final say on whether to invest in the tool. Think of a B2B SaaS product like email marketing tool MailChimp, for example. Keep in mind that this process will look different depending on whether you’re offering a B2B or B2C solution. Use customer journey mapping tools like UXPressia to define each customer profile for your product. Make sure you dive deep into customer journey map research to define each potential buyer profile before mapping out the customer journey. SaaS businesses generally have various user personas. These goals will likely shift as your business grows and the customer journey evolves, so it’s worth revisiting them every time you update your customer journey map. Minimizing churn by offering users quick, helpful self-service and customer support Streamlining product adoption so users make use of all relevant featuresĬreating a seamless, continuous onboarding process that maximizes customer retention These will vary depending on what your company’s specific objectives are and whether you offer a B2B or B2C SaaS product.ĭefine a primary goal for your customer journey mapping process. Set a clear purpose when mapping out your SaaS customer journey and adapt your map to your unique goals. With the right insights into how users engage with your software solution, you can create a product your customers love using and stick with for years.įollow these seven steps for effective SaaS customer journey mapping: 1. Mapping out the SaaS customer journey in 7 steps
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