How John from Campfire saved his SaaS from key feature death ?? with two simple analyses

John, a Senior Product Manager at Campfire, a small SaaS company selling accounting and invoicing software for SMBs, wasn't having a great day. Even though it was supposed to be?his day - it's been 2 weeks since he?launched "Auto Invoicing" - a big feature that took nearly 18 months to ship, and was supposed to be the "killer feature" that would elevate Campfire to the level of the Freshbooks and Xerox's of the world in Ireland's SMB community. It was supposed to be his?Opus Magnum.?He thought users would flock to the new feature, and the trial to paid conversion rate would be through the roof.?

Instead...the post-launch data wasn't looking great:

?What he saw happening in the last 2 weeks post-launch was shocking:?

??? the invoice feature usage started declining since the launch of auto-invoicing on the 2nd of July:?

When John broke the trendline down by plan, he noticed the?decline was mostly attributable to the free trial users, who weren't activated yet:? No wonder the trial-to-paid conversion funnel took a nosedive!?

Something was really off. Why weren't the new users adopting the auto-invoicing feature at all, compared to the standard and enterprise users????

John decided it was time to channel his inner detective then:????♂?

First, John decided to do a path/user flow analysis and note down the events their new vs activated users have completed after signup and before checking out the new auto-invoicing. Turned out the activated users had all uploaded their client list, while the new trial users had not!?

He shared the trend analysis with his product marketing manager and asked her if they updated the onboarding flow for the new users to account for adding client list before trying auto-invoicing:?

Emilia quickly put together a funnel for the trial users based on onboarding content engagement and noticed that they weren't engaging in the flow pushing them to upload their client list.?Without it, they couldn't use the new auto-invoicing feature!?

Turned out the team forgot to prioritize the flow pushing the trial users to activate (= upload their client list first) before showing them the new auto-invoicing feature flow.

As a result, they could neither activate, nor use the new feature. No wonder they weren't upgrading!?Bingo!?

Emilia and John fixed the trial onboarding flow ordering and the feature adoption for the invoices took off:?

And they lived happily ever after, knowing they can rely on Trends and Funnels analysis to detect any anomalies in their feature usage, improve trial conversion and prevent churn???? OK I made it all up???

but you see where I'm coming from - funnels and trends are so simple to use, but can have such a huge impact on your product's health and performance. All the reports above (well, slightly amended by me to fit the story???) were built in Userpilot ?? Because - guess what! - we have just launched Trends and Funnels analysis for all our users, and yes, you can try it for free for 14 days!?

I couldn't be more excited, as you can tell. Heck, I think I've explained well enough why I think this new release (and making it available to all our users, even at the entry level price-point!) is so important - and democratizing Product Analytics for small companies.?

Trends and Funnels are some of the most useful analytical tools that will allow you to understand your product usage better.

Trends let you understand your product's feature usage by tracking the frequency of certain events inside your product. They?are?perfect for understanding which of your features are most popular, how feature usage differs between different user segments, and how feature adoption grows (or declines) over time - especially after the original 'feature launch' dies down!

Funnels, in turn, provide you with insights into predefined user paths - how your users move through a sequence of events, and where they drop off. You can use them to track your trial-to-paid conversion funnel, or the user activation funnel.?

You can also see where your users drop off the 'happy path' for their user segment, and remove these UX bottlenecks that may lead to churn.? There are plenty of use cases for these two analysis types - but I'm already 1120 words into this newsletter??? So why don't you join our user webinar to see the new features in action??

Wanna learn more about product analytics in general? Join our other?upcoming webinar

...on Maximizing Product Success through Data-Driven Strategies!

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See you all next week!?