Learn about user engagement from one million businesses

Today, I’m happy to announce that Totango has analyzed the customer engagement and optimized the sales and customer success interaction with more than one million prospects!

We sure learned a lot from our beta stage and this is the place to thank all our wonderful customers who were taking part of our beta stage.

Out of the massive data we’ve gathered, here are 4 main conclusions that could help sales and customer success teams to understand where to focus in order to increase revenues: from new sales, expansion sales and renewals.

  • Free trial users who are still active during day 3 of their trial were 4 times more likely to convert into paying users than the average customer

What can I do with that information?
SaaS sales teams could use this insight by focusing their time and close more deals

  • Active trial users who were contacted by a sales rep were 70% more likely to buy the paid service than those who weren’t

What can I do with that information?
This proves that timely and contextual engagement with prospects results in more sales

  • A full half of paid SaaS customers log in less than once a month or do not use their paid service at all. Another 19% is using their paid service less than once a week. Only 14% of paid customers use their service weekly and only 17% use it daily


What can I do with that information?
Have customer success team focus on the non-active paid users and the sales teams to focus on the frequent users to increase upsell

  • Most cancellations were preceded by a period of non-use

What can I do with that information?
SaaS customer success teams could use this insight to configure alerts for inactive users and to pro actively reach out to these customers and offer help


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  1. […] customer success survey done by Totango found that cancellation of software subscriptions was almost always followed by a […]

  2. Why do online services like (such as Zune, Spotify etc.) require credit card details even for the trial period?…

    People are trying to qualify their users so they don’t waste resources on trial users who are not serious. However, from my point of view, this is the wrong question to ask. What if you could identify the trial users seriously evaluating your solution…

  3. In what scenarios is it more effective to require a credit card up front from users when signing up for a trial account?…

    Maybe this is the wrong question to ask? The trade off most companies struggle with is the requirement for quantity of new trial users versus efficiency of resources to service these trial users? What if there were a better way to qualify trial users? …

  4. What can you do to lower your customers churn rate?…

    The best way to combat churn is to work on creating and maintaining and active and engaged user base: 1. Try to figure out as realtime as possible whether your customers are getting value for the solution. Actions speak louder than words so look at whe…

  5. […] found in recent customer success research amongst over one million prospects and customers of software businesses that over 50% of paying […]

  6. What is the most effective timeline and quantity for an email drip to increase conversions for a web product with a 30 day trial period?…

    There is no answer to this question! It really depends … on … What the trial users are doing. Full disclosure: Solving this problem is the whole reason of being of my company Totango.com: we can tell you what your trial users are doing in realtime …

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