How we stopped subscriptions decline for SaaS: Product-Led Growth and CRO

Before: 

1. Constant decline in subscriptions

After: 

1. 50% conversion rate increase
2. 20% increase in active subscriptions count
3. 44% decrease in TTV (time to value) for the key value metric

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What’s done:

1. Customer Interviews 
2. Qualitative and Quantitative analysis - Heatmaps, Session Recordings, Analytics, Surveys
3. User journey maps
4. Product-Led Growth Strategy integration
5. Pricing Strategy Optimization
6. Heuristic Analysis & CRO tactics
7. UX/UI optimization, CXO
8. A/B testing

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The Challenge
Our client—a two-sided SaaS platform—was facing a steep decline in a challenging market. Subscriptions were dropping steadily, and the platform risked becoming obsolete. With a pressing need to reverse this trend and boost profitability, the stage was set for a transformative intervention.

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Our Approach: Deep Customer Insight Meets Strategic Innovation

We knew that immediate action was necessary. Our journey began by adopting a product-led strategy that focused on delivering immediate value to users. Our core belief was simple: if users could quickly experience the product’s benefits, they’d be more inclined to become paying customers.

Implementing a clear Product-Led strategy significantly impacted the business. By identifying the key value metric users found most valuable, we strategically adjusted the product experience to highlight this metric prominently. This shift allowed both new and existing users to clearly perceive and quickly experience the value, resulting in increased user adoption and more frequent purchases across both user segments.

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In-Depth Research and Analysis:

• Voice of the Customer: We conducted extensive interviews to capture real user insights. By asking the right questions, we uncovered what users truly valued—and what they found confusing.
• Data-Driven Investigation: Utilizing tools such as Clarity, Google Analytics, and custom Looker Studio reports, we dove into the user journey. We analyzed heatmaps, user recordings, page dwell times, and conversion rates. Our segmentation of new versus returning users revealed a critical insight: new users were frequently dropping off, while returning users navigated the process more successfully.‍
• A/B Testing: To further refine our approach, we ran rigorous A/B tests. These tests examined different headlines, page elements, and layout options, ensuring that every design decision was validated by real user data.

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Sequencing the User Journey:

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Armed with these insights, we identified the key friction points where users got confused. A critical area was a page where users needed to fill in their information. This page was cluttered with unstructured data and distracting elements. We tackled this by:

• Logical Grouping: We reorganized the fields into logical groups. For example, related meta-information was clustered together, while fields necessary for selling products were consolidated into clear, manageable sections.

• Streamlined UX: We removed extraneous details and distractions, ensuring that every element on the page had a clear purpose. Wireframes and high-fidelity designs were crafted based on industry-leading UX and CRO principles, so the next steps were obvious—even at a glance.

The Impact: Turning Data into Growth

Our comprehensive approach paid off. The refined user journey led to a 50% increase in a key value metric—a testament to the effectiveness of our streamlined process. More importantly, these improvements not only halted the decline in subscriptions but also resulted in an overall 20% increase in all subscriptions from the lowest point, with upward momentum continuing.

Transparent Stakeholder Reporting:

We maintained open and effective communication with stakeholders by delivering custom Looker Studio reports that tracked:

• Engagement Metrics & Funnel Conversions: Showing detailed conversion rates at every step of the user journey.

• Strategic Revenue Indicators: Highlighting both leading indicators (engagement and conversion metrics) and lagging indicators (overall purchase rates and revenue growth).

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Why This Matters

This case study demonstrates our ability to transform challenges into opportunities by leveraging deep customer insights, strategic A/B testing, and a meticulously crafted product-led approach. We didn’t just optimize a process—we reimagined the user journey, turning friction into a seamless, intuitive experience that drove tangible results.

If your business is facing similar challenges, imagine what our tailored, data-driven strategies could do for you. We’re not just consultants; we are partners in growth, ready to elevate your platform’s performance and boost revenue sustainably.