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SaaS Pricing Strategy: The 10x Rule

Author: Trevor Hatfield

First thing to clearly understand when developing your SaaS pricing strategy; pricing is a function of Marketing.

If you think creating your SaaS pricing strategy is a function of Finance, Accounting, Operations, or even Sales… you’re doing it wrong.

SaaS Pricing Model: Mo’ Money, Mo’ Problems

Author: Trevor Hatfield

This is a post about SaaS pricing models… but it starts with a story about human behavior.

We all know that money doesn’t buy happiness – it buys freedom, and it’s with that freedom that you can choose to do things that make you happy. Money is just the means.

Your Customer Creation Equation: Unexpected Website Formulas of The Conversion Scientist™

Author: Trevor Hatfield

Finally-a book that shows marketers how to truly achieve real results from their websites. Brian Massey, The Conversion Scientist, takes the mystery out of how to create high-performing sites. By walking the reader through five online formulas-aka "customer creation equations"-he shows you how to determine the best formula your own particular business structure and how to optimize it for stellar results.

How to Come Up with More Winning Tests Using Data

Author: Trevor Hatfield

While testing is a critical part of conversion optimization to make sure we actually made things better and by how much, it’s also the tip of the iceberg of the full CRO picture. Testing tools are affordable (even free), and increasingly easier to use – so pretty much any idiot can set up and run A/B tests. This is not where the difficulty lies. The hard part is testing the right things, and having the right treatment.

9 Case Studies That’ll Help You Reduce SaaS Churn

Author: Trevor Hatfield

Reducing churn is critical to the success of your SaaS company.

David Skok, who is a must read for all startups, explains that as a SaaS company grows, the size of the subscribers/customers/users who no longer do business with the company will also, organically, grow.

This equates to a loss of revenue, which requires more and more signups from new customers just to replace what you are organically losing every month.

How to Manage Friction to Hold onto Your Customers

Author: Trevor Hatfield

The conventional rule of creating a great product is to remove all the friction in the user experience. Make it easier to get stuff done at a push of a button. Friction, bad! Fast, good! Let’s take my personal finances out of the equation and look at the buy-now action that Amazon popularized. It’s the very model of a frictionless experience. See, like, want, buy, done.

Bounding Viral Impact in Experiments

Author: Trevor Hatfield

Experimentation on social networks has a unique situation. Two connected members in different cohorts can influence what each other do. This social interference invalidates the accuracy of experimental results.

How to Create a Customer Acquisition Plan for Startups

Author: Trevor Hatfield

If you’ve ever been in a meeting with potential investors, applied for a startup accelerator, or filled out a business model canvas, you’ve probably come across this question before. Of course everyone wants to know how you’re going to grow, but it’s the wrong question.

5 UX Hacks That Can Immediately Increase Revenue

Author: Trevor Hatfield

Managing shopper experience for mid-sized eCommerce businesses presents a lot of opportunities for conversion testing, and the ability to see real and immediate revenue results when tests are successful…

My favorite conversion tests are those that can be abstracted from the specific website audience and applied to larger populations of online shoppers.

A Content Marketer's Guide to Data Scraping

Author: Trevor Hatfield

As digital marketers, big data should be what we use to inform a lot of the decisions we make. Using intelligence to understand what works within your industry is absolutely crucial within content campaigns, but it blows my mind to know that so many businesses aren't focusing on it.

SEO Strategy Case Study: 963% More Organic Traffic

Author: Trevor Hatfield

Today you’re going to see one of my favorite SEO strategies in action:

The Guestographic Method.

First, I’ll show you how Perrin used this technique to boost his organic search engine traffic by 963%.

Then you’ll see how David used the same strategy to rank #1 for the keyword “internships”.

Let’s dive right in.

The Advanced Guide To SEO

Author: Trevor Hatfield

To my readers, I wanted to give you the most extensive and detailed guide of advanced SEO techniques that exists today. This resource is piled to the top with tactile, immediately actionable things you can do to your website, to improve rankings, performance and traffic. Everything from schema.org to mobile search to link building and site speed. I want you to all be insanely successful and prosperous on the web!

Why Negative Churn is Such a Powerful Growth Mechanism

Author: Trevor Hatfield

Negative churn is an incredibly attractive characteristic of a SaaS company because it means that customer accounts are like high-yield savings accounts. Every month, more money comes in, without much effort. This is a powerful effect and can fuel SaaS companies to huge success, as we saw in New Relic’s S-1.

(Not Provided) Keywords in Google Analytics

Author: Trevor Hatfield

Google has been hiding keyword referral data from searches made by logged-in users since October of 2011. With every passing day, more and more searches are made by logged-in Google users. We therefore can no longer ignore the impact of ‘not provided’ keywords on various marketing channels.

Making Sense of Hypothesis Testing with a Bayesian A/B Test

Author: Trevor Hatfield

We've covered the basics of Parameter Estimation pretty well at this point. We've seen how to use the PDF, CDF and Quantile function to learn the likelihood of certain values, and we've seen how we can add a Bayesian prior to our estimate. Now we want to use our estimates to compare two unknown parameters.

An Advanced Guide to Building an Email List

Author: Trevor Hatfield

For most business operating online, email is a powerful channel for nurturing leads through the sales funnel to eventually convert them into customers.

A recent study from MarketingSherpa showed that e-commerce businesses had an average conversion rate from email of between 7% and 22%. That’s a pretty large figure and shows the importance of having a clear strategy in place for both acquiring new email data and ensuring that those within your list on the right path to becoming customers.

DIY E-mail Referrals with MailChimp, Zapier, and Mailgun

Author: Trevor Hatfield

In this post, I’ll show you how to hack together an email referral system with MailChimp, Zapier, and Mailgun, and I will also share the results I got from it.

Sidebar has been doing great lately, and will soon see its 10,000th subscriber! But as I watch the subscriber count slowly tick up, I’ve also been thinking about how to keep that number growing in the future.

Engaging at Scale: The Secret to Automating Personal Emails

Author: Trevor Hatfield

About a year ago I shared my super top-secret way to automate personal emails more effectively – called the “Customer Success bot” method – with the awesome folks on my mailing list.

Since then, I’ve come up with several new uses for this framework that have proven to be incredibly effective ( I’ve shared those below) that go far beyond just the welcome email that started all of this.

The Lead Magnet Bible: 29 Killer Bribes To Grow Your Email List

Author: Trevor Hatfield

I was sitting in a meeting with the mayor of Washington, D.C. alongside my friend. We had been invited to speak with him as a result of our involvement in building the area's technology community.

He was looking for ideas to grow the image of D.C. as a center for innovation. During the meeting both myself and my friend threw out ideas which received a great response from the mayor.

Advanced Guide to Content Promotion

Author: Trevor Hatfield

Paul from BuzzStream here. I just wanted to thank you for downloading our newest guide, the Advanced Guide to Content Promotion. We hope it helps you structure more creative, more effective, and more fun content launch & promotion campaigns.

Unlocking Your Company’s Growth Engine w/ Conversion Rate Optimization

Author: Trevor Hatfield

If you’ve heard of Dropbox, Eventbrite, LogMeIn or Qualaroo, you’re familiar with my work.

I’m Sean Ellis & I’d like to tell you how Conversion Rate Optimization played a critical role as the growth engine for the companies I’ve worked with. I’m going to lay out the specific tests & processes I’ve used to grow these startups into incredibly valuable businesses.

731 Slack Users Reveal Why It's So Addictive

Author: Trevor Hatfield

I had this idea of “open research” where a group of volunteers and I would coordinate doing research on a company and publicly share everything we learn including the results and process we used. This is the first article about the research…

Ten Things I Learned Researching Ten of the World’s Fastest Growing Startups

Author: Trevor Hatfield

When we launched GrowthHackers.com back in late September we had a notion of doing “growth teardowns” of the fastest growing startups. We wanted to answer the question that everyone on the outside of these rocketships wanted to know the answer to: “How did they grow so fast?” So we set to work doing deep research dives on companies like Uber, Snapchat, Yelp, LinkedIn, HubSpot, Evernote and more.

How to Build Websites that Sell: The Scientific Approach to Websites

Author: Trevor Hatfield

This book will make you money. It will teach you how to build your website in such a way that it converts visitors into leads or buyers.

Building websites that sell is not an art; it's a science. It's not about gut feelings and personal preferences - nothing to do with bells and whistles. You will learn how to optimize your website for sales, based on all the best research and experiments.

RAD - Outlier Detection on Big Data

Author: Trevor Hatfield

Outlier detection can be a pain point for all data driven companies, especially as data volumes grow. At Netflix we have multiple datasets growing by 10B+ record/day and so there’s a need for automated anomaly detection tools ensuring data quality and identifying suspicious anomalies. Today we are open-sourcing our outlier detection function, called Robust Anomaly Detection (RAD), as part of our Surus project.

Active Users are a Vanity Metric

Author: Trevor Hatfield

Active customers churn. And when they do we’re shocked and confused.

How can this happen? Your customer was very active, logging-in several times in the last month.

I think it’s fair to say that if Active customers churn, then “active” – as a customer “state” – clearly doesn’t equate to success.

22 Ways to Reduce Churn with Growth Hacking

Author: Trevor Hatfield

As the SaaS industry continues to rapidly mature, more folks are looking at churn in SaaS companies – investors, analysts, executives, consultants, etc. – and more and more methods of measuring churn are going to surface… and that’s awesome.