Kissmetrics Case Study
About Nitro
INDUSTRY
Tech
BUSINESS TYPE
SaaS
EMPLOYEE COUNT
194
LOCATION
San Francisco
Nitro’s Performance
20
More Subscription Purchases
50
More Checkouts
20
Increased Revenue
Alex Acker
Senior Manager, Marketing & Insights
Alex Acker is the Senior Manager, Marketing & Insights at Nitro. Nitro lets you edit, sign and share documents anytime, anywhere. This is Alex’s story on how Nitro uses Kissmetrics to roll out a subscription based model subscription pricing to increase revenue.
THE BUSINESS CHALLENGE
Do you ever get the feeling that you should be doing something, but you never get around to it? Maybe you just don’t know how to start, or you keep telling yourself you’ll get to it someday.
Well, our story with Kissmetrics started off just like this. Even though we’ve been Kissmetrics users for a couple years, we only started taking full advantage of its capabilities this past year. And we’re certainly glad we did.
As our business moved towards a subscription-based model, we wanted to take a cautious approach for rollout by gaining a deep understanding of our users’ behavior in the funnel.
HOW KISSMETRICS HELPED
By simply getting familiar with Kissmetrics, we knew how we could use our analytics reports to measure and benchmark our performance to launch a successful subscription pricing model.
We utilized funnel reporting in Kissmetrics to track each event and action in both the subscription and perpetual purchase flows. It’s great because Kissmetrics provided us the ability to track unique events and segment who the users are and what each user is doing. Google Analytics doesn’t allow that.
RESULTS
After multiple rounds of testing and analyzing customer behavior over only a few weeks, we were able to achieve a 50% increase in the users entering the checkout process and an additional 20% improvement in the number of users purchasing a subscription.
The testing and insights we gained allows us to roll out an optimized process for any campaign launch. Now a data savvy team, we make smart, informed decisions based on our Kissmetrics data to produce the best results.
It’s scary to think we could have neglected these reports much longer–we could’ve lost a ton of business. The transparency into product data has proven to be valuable to our subscription pricing rollout and all other major marketing initiatives.
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