Are you a SaaS startup struggling with managing your subscriptions? As killer as your product or service offering may be, managing subscriptions can be a daunting task — particularly when you’re doing so at scale with finite resources. But don’t worry, you’re not alone; many SaaS-based startups face this very challenge, and we’re here to help.
In this article, we’ll be sharing with you the 5 dos and 5 don’ts of subscription management for SaaS startups. From pricing strategies to customer retention tactics, we’ve got you covered. By following our tips, you’ll be able to optimize your subscription management process and ensure that your customers stay happy and loyal.
So, let’s dive in and learn how to take your subscription management to the next level.
Do Offer Multiple Subscription Plans
One of the most important ‘dos’ of subscription management for SaaS startups is to offer multiple subscription plans. By offering a range of different (or better yet, customizable) plans, you can cater to the needs of different types of customers. Some customers may only need basic features, for example, while others may require more advanced features. Most subscription management providers enable you to offer an unlimited number of subscription plans so that no customers are left uncatered for.
When creating your subscription plans, however, make sure that you’re not overwhelming your customers with too many options (we’ll come back to that later). Instead, keep it simple and easy to understand. You should also consider offering a free trial or a freemium model to attract potential customers.
Do Use Dynamic Pricing Strategies
Another important ‘do’ of subscription management for SaaS startups is to use dynamic pricing strategies. Dynamic pricing allows you to adjust your prices based on various factors such as demand, usage, and customer behavior. By using dynamic pricing, you can ensure that you’re always offering the best price to your customers. For example:
- Surge pricing is a model in which prices are raised during times of high demand. For example, ride-sharing services like Uber or Lyft might charge higher prices during peak hours or when there are fewer drivers available.
- Time-based pricing is where the price is based on the amount of time a customer spends using a product or service, and is commonly used in industries like SaaS and entertainment, where customers pay a fee for access to a product or service for a defined period of time.
- Personalized pricing is a model where prices are customized for individual customers based on their specific characteristics, preferences, or behaviors. For example, an e-commerce website might use personalized pricing to offer discounts or special offers to customers who have previously purchased from them.
Do Focus on Customer Retention
Customer retention is key to the success of any SaaS startup. It’s important to keep your existing customers happy and loyal, as they are not only likely to generate more revenue and return more regularly, but also recommend your product or service to others. One way to focus on customer retention is to offer exceptional customer support: make sure that your support team is highly responsive, and consider using a customer service chatbot to deal with commonly-fielded queries.
You can also consider offering loyalty or referral programs to incentivize your customers to stay with your product — and to boost acquisition at the same time. By primarily focusing on customer retention, however, you can reduce customer churn and increase your revenue over time.
Do Use Data to Inform Your Decisions
Data analysis is fundamental to effective subscription management for SaaS businesses. By tracking metrics such as MRR (monthly recurring revenue), churn rate, and customer acquisition cost, you can make informed decisions about your subscription plans and pricing strategies.
Make sure that you’re using a robust analytics tool to track your data. Google Analytics is a popular choice, but there are many alternative web analytics tools available such as DataDog. By using data to inform your decisions, you can optimize your subscription management process and continue to grow your SaaS business.
Do Continuously Improve Your Product
Finally, it’s important to continuously evolve and improve your product or service to keep your customers engaged and satisfied. Pay attention to what your data is telling you, take note of developments in your industry, scrutinize customer feedback, and develop your product accordingly. You can also conduct surveys and focus groups to gather information from your customers.
By continuously improving your offering, you can ensure that your customers are getting the most value out of your product. If you simply assume that your customers will continue to be satisfied with your product, overlooking their feedback and metrics such as churn rates, you’ll quickly find your SaaS offering falling behind its competitors.
Don’t Overcomplicate Your Subscription Plans
While — as we’ve already recommended — it’s important to offer multiple subscription plans, it’s also important to avoid overcomplicating your plans. Too many options can overwhelm your customers and lead to confusion and indecision. Make sure that each plan is easy to understand and clearly outlines the features and benefits.
You should also avoid adding unnecessary features or add-ons to your subscription plans. While it’s always a good idea to offer add-ons to take advantage of upselling and cross-selling opportunities, a myriad of complicated, superfluous add-ons can just make your plans more confusing and increase the likelihood of customer confusion or frustration.
Don’t Introduce Hidden Fees or Charges
Hidden fees or charges can be a major turnoff for customers. Make sure that your pricing is transparent and clearly communicates any additional fees or charges where these are unavoidable. This can help to build trust with your customers, improve the outward perception of your SaaS brand, and reduce the likelihood of churn.
You should also avoid using aggressive sales tactics or misleading marketing messaging to attract customers, which can lead to negative reviews and a bruised reputation. Focus on persuasive yet non-aggressive lead generation strategies, and never be tempted to misrepresent your product with unsubstantiated or exaggerated claims.
Don’t Neglect Customer Support
It goes without saying that customer support is essential to the success of any SaaS startup, but we’ll reiterate its importance nonetheless. Neglecting your support team can quickly lead to frustrated customers and increased churn. Make sure that your support team is adequately staffed and trained to handle customer inquiries.
You should also consider offering multiple channels for customer support, such as email, phone, chat, and social media. This means you can interact with customers on their terms, and make it easier for them to find a resolution to an issue or query — and don’t forget that technology can help with productivity, helping to reduce the burden on your human support agents.
Don’t Ignore Customer Feedback
Paying little attention to the thoughts and views of customers is a big no-no for any business. For a subscription-based SaaS business that relies on customer retention, ignoring customer feedback can drastically increase churn and mean you’re missing opportunities to improve your product or service. Make sure that you’re actively seeking out feedback from your customers and using it to inform your strategy.
You could even consider setting up a customer feedback program or a customer advisory board to gather feedback on a regular basis. By listening to your customers, you can make informed decisions that will help to inform your product development strategy and keep your churn rates low.
Don’t Neglect Your Product
Finally, it’s important to not neglect your product. Remember, your product (or service) is the cornerstone of your business, and neglecting it can lead to decreased customer satisfaction and, again, increased churn. Make sure that you’re continuously improving your product and adding new features and functionality so that it meets your customers’ evolving needs and is able to compete with (or outperform others on the market).
You should also consider conducting user testing or beta testing to gather feedback on new features or changes. By investing in your product, you can ensure that your customers are getting the most long-term value and convince them to stay with you for years to come, while it can also help you attract and acquire new customers.
Managing subscriptions for a SaaS startup can be a challenging task, but by following the dos and don’ts we’ve outlined here, you can optimize your subscription management process and ensure that your customers stay happy and loyal. Remember to focus on customer retention, use data to inform your decisions, and continuously improve your product. By keeping these tips in mind, you can take your subscription management to the next level and achieve long-term success for your business.