{"id":112635,"date":"2023-06-07T22:57:59","date_gmt":"2023-06-07T22:57:59","guid":{"rendered":"https:\/\/userpilot.com\/blog\/funnel-optimization\/"},"modified":"2025-06-26T02:54:16","modified_gmt":"2025-06-26T02:54:16","slug":"funnel-optimization","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/funnel-optimization\/","title":{"rendered":"Funnel Optimization for SaaS: What is It and How to Do It?"},"content":{"rendered":"<p>Funnel optimization <strong>is<\/strong> important\u2014just imagine getting 1000s of trial users but only converting a couple of paying customers.<\/p>\n<p>There\u2019re many factors affecting conversion rates, but what can you do as a <a href=\"https:\/\/userpilot.com\/blog\/saas-customer-success-guide\/\">customer success manager<\/a> or product manager to improve conversion rates across the user funnel and achieve <a href=\"https:\/\/userpilot.com\/product\/product-growth-insights\" target=\"_blank\" rel=\"noopener noreferrer\">product growth<\/a>?<\/p>\n<p>In this post, we\u2019ll clarify what a conversion funnel is and provide 9 tactics you can apply to transform doubtful prospects into loyal brand promoters.<\/p>\n<h2 id=\"6as51\"><strong>What is a conversion funnel?<\/strong><\/h2>\n<p>A <a href=\"https:\/\/userpilot.com\/blog\/user-funnel\/\" target=\"_blank\" rel=\"noopener noreferrer\">conversion funnel<\/a> illustrates the customer\u2019s journey from the moment they become aware of your product until they start paying for your product (and become loyal customers).<\/p>\n<p>In SaaS, this whole journey happens inside your app, starting with the free trial and ending with recurrent account expansions. This, according to the <a href=\"https:\/\/userpilot.com\/blog\/pirate-metrics-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pirate Metrics Framework<\/a> (invented by Dave McClure from 500 Startups), which is a system for grouping <a href=\"https:\/\/userpilot.com\/blog\/product-led-growth-metrics-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">metrics<\/a> in the user funnel into five stages:<\/p>\n<ul>\n<li><strong>Acquisition. <\/strong>Prospective customers decide to sign up for a free trial or a demo of your product from a landing page.<\/li>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/activation-engagement-funnel\/\" target=\"_blank\" rel=\"noopener noreferrer\">Activation<\/a>. <\/strong>When users have experienced the <a href=\"https:\/\/userpilot.com\/blog\/the-aha-moment-for-product-onboarding-activation\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cAha\u201d Moment<\/a> and <a href=\"https:\/\/userpilot.com\/blog\/activation-engagement-funnel\/\" target=\"_blank\" rel=\"noopener noreferrer\">activate<\/a> the core features of your product.<\/li>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/best-user-retention-tools-and-software-to-keep-more-customers\/\" target=\"_blank\" rel=\"noopener noreferrer\">Retention<\/a>. <\/strong>Making sure users continue to use and pay for your product after the initial purchase has been made.<\/li>\n<li><strong>Referral. <\/strong>Your users become advocates, supporting your product through word-of-mouth and customer testimonials.<\/li>\n<li><strong>Revenue. <\/strong>You start generating more revenue from <a href=\"https:\/\/userpilot.com\/blog\/account-expansion-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">account expansion<\/a> through up-selling, cross-selling, and add-ons.<\/li>\n<\/ul>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/dave-mcclures-pirate-metrics-conversion-funnel-analysis-800_b8a5754ec2eb002aec82812a34e0aafc_800.png 1x, https:\/\/images.storychief.com\/account_6827\/dave-mcclures-pirate-metrics-conversion-funnel-analysis-800_b8a5754ec2eb002aec82812a34e0aafc_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/dave-mcclures-pirate-metrics-conversion-funnel-analysis-800_b8a5754ec2eb002aec82812a34e0aafc_800.png 1x, https:\/\/images.storychief.com\/account_6827\/dave-mcclures-pirate-metrics-conversion-funnel-analysis-800_b8a5754ec2eb002aec82812a34e0aafc_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/dave-mcclures-pirate-metrics-conversion-funnel-analysis-800_b8a5754ec2eb002aec82812a34e0aafc_800.png\" alt=\"pirate metrics funnel optimization\" \/><\/picture><figcaption>Dave McClure\u2019s funnel.<\/figcaption><\/figure>\n<h2 id=\"1ibl5\"><strong>What is conversion funnel optimization?<\/strong><\/h2>\n<p>Let\u2019s say your SaaS company signed 100 new users from its landing pages. Then 60 reached the <a href=\"https:\/\/userpilot.com\/blog\/user-activation-for-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">activation point<\/a>. And finally, only 18 of the 60 users choose the premium plan.<\/p>\n<p>This means 60% of free trial users achieve the activation stage, while 18% convert into paying customers.<\/p>\n<p>Naturally, conversion funnel optimization is about increasing the percentage of users who come out at the other end of the funnel to maximize revenue. This is achieved by <a href=\"https:\/\/userpilot.com\/blog\/conversion-funnel-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\">analyzing each stage of the funnel<\/a> and identifying improvement opportunities\u2014optimizing your company&#8217;s ability to convert new users into brand promoters.<\/p>\n<h2 id=\"a777g\"><strong>9 Funnel optimization tactics to increase conversion rates for SaaS<\/strong><\/h2>\n<p>Now, how do you increase conversion rates without marketing efforts?<\/p>\n<p>Let\u2019s go over nine best practices to remove friction across the product experience and optimize the user funnel.<\/p>\n<h3 id=\"30jmc\"><strong>Start with a frictionless signup flow<\/strong><\/h3>\n<p>To make the acquisition or awareness stage smoother, begin with optimizing your <a href=\"https:\/\/userpilot.com\/blog\/sign-up-page-design\/\" target=\"_blank\" rel=\"noopener noreferrer\">signup page<\/a>.<\/p>\n<p>Making users verify their email or share their credit card information before interacting with the app adds a lot more friction\u2014which could drive potential users away before they even get started.<\/p>\n<p>To avoid this, implement single sign-on (SSO).<\/p>\n<p>SSO makes the <a href=\"https:\/\/userpilot.com\/blog\/saas-signup-flow\/\" target=\"_blank\" rel=\"noopener noreferrer\">signup process<\/a> totally effortless. It only requires the email of the user (or their Google\/Apple account) so users don\u2019t need to verify their email or include their phone number to get started.<\/p>\n<p>Think of the <a href=\"https:\/\/userpilot.com\/blog\/frictionless-customer-onboarding\/\" target=\"_blank\" rel=\"noopener noreferrer\">frictionless signup<\/a> process on Monday.com:<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/monday-sso-funnel-optimization_08ff80afa9e8a57be1fe657cc6c30e55_800.png 1x, https:\/\/images.storychief.com\/account_6827\/monday-sso-funnel-optimization_08ff80afa9e8a57be1fe657cc6c30e55_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/monday-sso-funnel-optimization_08ff80afa9e8a57be1fe657cc6c30e55_800.png 1x, https:\/\/images.storychief.com\/account_6827\/monday-sso-funnel-optimization_08ff80afa9e8a57be1fe657cc6c30e55_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/monday-sso-funnel-optimization_08ff80afa9e8a57be1fe657cc6c30e55_800.png\" alt=\"single sign on example monday\" \/><\/picture><figcaption>Monday\u2019s SSO page.<\/figcaption><\/figure>\n<h3 id=\"8ofdc\"><strong>Personalize in-app experiences from the start<\/strong><\/h3>\n<p>A <a href=\"https:\/\/userpilot.com\/blog\/personalization-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalized onboarding experience<\/a> is required to build rapport early and make them more likely to convert into paying customers.<\/p>\n<p>For this, you can take advantage of <a href=\"https:\/\/userpilot.com\/blog\/welcome-survey\/\" target=\"_blank\" rel=\"noopener noreferrer\">welcome surveys<\/a> to collect data and<a href=\"https:\/\/userpilot.com\/blog\/product-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\"> segment users<\/a> based on their use case, <a href=\"https:\/\/userpilot.com\/blog\/jtbd-product-management\/\" target=\"_blank\" rel=\"noopener noreferrer\">job to be done (JTBD)<\/a>, job title, and experience.<\/p>\n<p>For example, Kontetino\u2019s welcome survey asks you about your goal (e.g., content approval, scheduling) and the type of company (e.g., agency, or brand) so it can\u2014for instance\u2014introduce their most relevant features for your job.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/welcomescreen-funnel-optimization_8c9711376afc12d8113cb53fc73b5a24_800.png 1x, https:\/\/images.storychief.com\/account_6827\/welcomescreen-funnel-optimization_8c9711376afc12d8113cb53fc73b5a24_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/welcomescreen-funnel-optimization_8c9711376afc12d8113cb53fc73b5a24_800.png 1x, https:\/\/images.storychief.com\/account_6827\/welcomescreen-funnel-optimization_8c9711376afc12d8113cb53fc73b5a24_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/welcomescreen-funnel-optimization_8c9711376afc12d8113cb53fc73b5a24_800.png\" alt=\"welcome survey example funnel optimization\" \/><\/picture><figcaption>Kontentino\u2019s welcome survey.<\/figcaption><\/figure>\n<h3 id=\"7t79c\"><strong>Trigger interactive in-app guidance to shorten time to value<\/strong><\/h3>\n<p>To make users reach activation and reduce <a href=\"https:\/\/userpilot.com\/blog\/reduce-time-to-value-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">time-to-value<\/a>, implement<a href=\"https:\/\/userpilot.com\/blog\/interactive-walkthroughs-improve-onboarding\/\" target=\"_blank\" rel=\"noopener noreferrer\"> interactive walkthroughs<\/a>.<\/p>\n<p>Unlike generic <a href=\"https:\/\/userpilot.com\/blog\/create-better-product-tours\/\" target=\"_blank\" rel=\"noopener noreferrer\">product tours<\/a>, interactive walkthroughs respond to in-app behavior in <a href=\"https:\/\/userpilot.com\/blog\/real-time-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">real-time<\/a> and trigger tooltips meant to <a href=\"https:\/\/userpilot.com\/blog\/contextual-onboarding-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">onboard users contextually<\/a>\u2014making it intuitive for users to understand the app quickly.<\/p>\n<p>For example, Kommunicate implemented<a href=\"https:\/\/userpilot.com\/blog\/interactive-walkthroughs-improve-onboarding\/\" target=\"_blank\" rel=\"noopener noreferrer\"> interactive walkthroughs<\/a> to hand-hold users as they interact with each feature. It uses tooltips to focus the user&#8217;s attention on one step at a time so they can stay busy (in a productive way), save time on product navigation, and thus <a href=\"https:\/\/userpilot.com\/blog\/activation-strategies\/\" target=\"_blank\" rel=\"noopener noreferrer\">reach activation<\/a> faster.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/d37oebn0w9ir6a.cloudfront.net\/account_6827\/kommunicate-interactive-walkthrough-funnel-optimization_1a01b2307d3e3ec32db06cece531ddab.gif 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/d37oebn0w9ir6a.cloudfront.net\/account_6827\/kommunicate-interactive-walkthrough-funnel-optimization_1a01b2307d3e3ec32db06cece531ddab.gif 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/d37oebn0w9ir6a.cloudfront.net\/account_6827\/kommunicate-interactive-walkthrough-funnel-optimization_1a01b2307d3e3ec32db06cece531ddab.gif\" alt=\"interactive walkthrough funnel optimization\" \/><\/picture><figcaption>Kommunicate\u2019s interactive walkthrough.<\/figcaption><\/figure>\n<h3 id=\"d2re5\"><strong>Build an onboarding checklist to help users reach the activation point<\/strong><\/h3>\n<p>It\u2019s your responsibility to present your product\u2019s core features. And if done correctly, users can experience value as quickly as possible and reach the <a href=\"https:\/\/userpilot.com\/blog\/activation-metrics-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">activation stage<\/a>.<\/p>\n<p>To aid this goal, you can implement an <a href=\"https:\/\/userpilot.com\/blog\/user-onboarding-checklist-tips\/\" target=\"_blank\" rel=\"noopener noreferrer\">onboarding checklist<\/a> to guide users through the most basic features right from the start.<\/p>\n<p>For example, instead of leaving the user to their luck, Userpilot uses a <a href=\"https:\/\/userpilot.com\/blog\/new-client-onboarding-checklist-template\/\" target=\"_blank\" rel=\"noopener noreferrer\">checklist<\/a> that includes the most important steps to reach the <a href=\"https:\/\/userpilot.com\/blog\/improve-user-activation\/\" target=\"_blank\" rel=\"noopener noreferrer\">activation stage<\/a>. As well as a <a href=\"https:\/\/userpilot.com\/blog\/progress-bar-ui-ux-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">progress bar<\/a> and dummy tasks to make users feel that they\u2019re moving closer to their goals.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/onboarding-checklist-funnel-optimization_083d573149f4973cfea05a6f19b76652_800.png 1x, https:\/\/images.storychief.com\/account_6827\/onboarding-checklist-funnel-optimization_083d573149f4973cfea05a6f19b76652_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/onboarding-checklist-funnel-optimization_083d573149f4973cfea05a6f19b76652_800.png 1x, https:\/\/images.storychief.com\/account_6827\/onboarding-checklist-funnel-optimization_083d573149f4973cfea05a6f19b76652_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/onboarding-checklist-funnel-optimization_083d573149f4973cfea05a6f19b76652_800.png\" alt=\"userpilot onboarding checklist example\" \/><\/picture><figcaption>Onboarding checklist on <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<h3 id=\"89qqf\"><strong>Set up conversion events and track the conversion process<\/strong><\/h3>\n<p>Sales funnel optimization is useless if you don\u2019t track your conversion rates across the user journey\u2014or well, <a href=\"https:\/\/userpilot.com\/blog\/micro-macro-conversion-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">macro and micro conversions<\/a> specifically.<\/p>\n<p>In a nutshell, a micro-conversion is a small step toward achieving a bigger, macro-conversion.<\/p>\n<p>If a micro-conversion is visiting the pricing page, then upgrading to a premium plan is the macro-conversion or \u201cgoal\u201d.<\/p>\n<p>So when monitoring your conversions across the funnel, don\u2019t limit yourself to measuring only the users who activated your app, upgraded to premium, or referred your product. You should also track the smaller steps that lead to those goals, such as using the <a href=\"https:\/\/userpilot.com\/blog\/in-app-resource-center\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app resource center<\/a>, interacting with a secondary feature, attending an app training, and so on.<\/p>\n<p><strong>Plus:<\/strong> In SaaS, once you\u2019ve defined the micro-steps that are related to your macro-goals, you can track them either by single or <a href=\"https:\/\/userpilot.com\/blog\/event-based-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">group event<\/a> (like in the Userpilot screenshot below), and it will allow you to track and visualize your funnel clearly.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/group-events-into-one-userpilot-analytics-funnel-optimization_03658b03a5dc225b487d585cda5f6e82_800.png 1x, https:\/\/images.storychief.com\/account_6827\/group-events-into-one-userpilot-analytics-funnel-optimization_03658b03a5dc225b487d585cda5f6e82_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/group-events-into-one-userpilot-analytics-funnel-optimization_03658b03a5dc225b487d585cda5f6e82_800.png 1x, https:\/\/images.storychief.com\/account_6827\/group-events-into-one-userpilot-analytics-funnel-optimization_03658b03a5dc225b487d585cda5f6e82_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/group-events-into-one-userpilot-analytics-funnel-optimization_03658b03a5dc225b487d585cda5f6e82_800.png\" alt=\"group events funnel optimization userpilot\" \/><\/picture><figcaption>Tracking multiple micro-conversions with group events on <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a><\/figcaption><\/figure>\n<h3 id=\"8to59\"><strong>Use a funnel analysis to identify drop-offs and friction across the customer journey<\/strong><\/h3>\n<p>To retain users, analyzing your user\u2019s in-app behavior and progress is essential to know what to do.<\/p>\n<p>Once you have all the conversion events tracked, you can:<\/p>\n<ul>\n<li>Monitor the <a href=\"https:\/\/userpilot.com\/blog\/customer-touchpoints\/\" target=\"_blank\" rel=\"noopener noreferrer\">touchpoints<\/a> across the <a href=\"https:\/\/userpilot.com\/blog\/b2b-saas-customer-journey-map\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer journey map<\/a>.<\/li>\n<li>Visualize the conversion funnel with a <a href=\"https:\/\/userpilot.com\/blog\/analytics-dashboard\/\" target=\"_blank\" rel=\"noopener noreferrer\">product analytics dashboard<\/a>.<\/li>\n<\/ul>\n<p>This way, you can spot <a href=\"https:\/\/userpilot.com\/blog\/friction-points\/\" target=\"_blank\" rel=\"noopener noreferrer\">friction points<\/a> and fix problems that could lead to more churn such as <a href=\"https:\/\/userpilot.com\/blog\/dead-click\/\" target=\"_blank\" rel=\"noopener noreferrer\">dead clicks<\/a>, bugs, or web page freezing. Plus it gives the opportunity to reach out to users who are facing specific problems and help them out.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/funnel-optimization-analysis-userpilot_223ca54bf0f3a73eb6308a23c5014879_800.png 1x, https:\/\/images.storychief.com\/account_6827\/funnel-optimization-analysis-userpilot_223ca54bf0f3a73eb6308a23c5014879_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/funnel-optimization-analysis-userpilot_223ca54bf0f3a73eb6308a23c5014879_800.png 1x, https:\/\/images.storychief.com\/account_6827\/funnel-optimization-analysis-userpilot_223ca54bf0f3a73eb6308a23c5014879_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/funnel-optimization-analysis-userpilot_223ca54bf0f3a73eb6308a23c5014879_800.png\" alt=\"funnel optimization analysis userpilot\" \/><\/picture><figcaption>Funnel analysis on <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<h3 id=\"8lj4j\"><strong>Find customer happy conversion path using path analysis<\/strong><\/h3>\n<p>Once you\u2019ve collected enough data from your customer\u2019s journeys, you can use path analysis to identify the <a href=\"https:\/\/userpilot.com\/blog\/happy-path\/\" target=\"_blank\" rel=\"noopener noreferrer\">happy path<\/a> and optimize your conversion funnel to keep users in it.<\/p>\n<p>You see, the happy path is the series of steps a user takes to achieve the desired result without encountering any error or friction. And once you\u2019ve defined it, it\u2019s possible to shape the product experience to keep users \u201cin\u201d the path (using <a href=\"https:\/\/userpilot.com\/blog\/in-app-guidance-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app guidance<\/a> such as tooltips, checklists, and more).<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/happy-path-userpilot-funnel-optimization_f7169c74978d066b4755fb2aa305bb6d_800.png 1x, https:\/\/images.storychief.com\/account_6827\/happy-path-userpilot-funnel-optimization_f7169c74978d066b4755fb2aa305bb6d_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/happy-path-userpilot-funnel-optimization_f7169c74978d066b4755fb2aa305bb6d_800.png 1x, https:\/\/images.storychief.com\/account_6827\/happy-path-userpilot-funnel-optimization_f7169c74978d066b4755fb2aa305bb6d_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/happy-path-userpilot-funnel-optimization_f7169c74978d066b4755fb2aa305bb6d_800.png\" alt=\"identifying the happy path userpilot\" \/><\/picture><figcaption>Tracking multiple paths on <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<h3 id=\"3hli5\"><strong>Segment and trigger in-app messages to drive conversion<\/strong><\/h3>\n<p>Optimizing the revenue stage of the funnel doesn\u2019t mean you should push upsells around randomly.<\/p>\n<p>Be smarter instead, <a href=\"https:\/\/userpilot.com\/blog\/data-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">segment customers <\/a>based on <a href=\"https:\/\/userpilot.com\/blog\/product-usage\/\" target=\"_blank\" rel=\"noopener noreferrer\">product usage<\/a> or positive NPS (like the screenshot below), and prompt users to <a href=\"https:\/\/userpilot.com\/blog\/account-expansion-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">upgrade<\/a> their plan <strong>only<\/strong> when you\u2019re sure they will benefit.<\/p>\n<p>For instance, are your users constantly reaching the limits of their plans? Or doing a task the hard way when they could technically automate it with a premium feature?<\/p>\n<p>Then ask them to <a href=\"https:\/\/userpilot.com\/blog\/account-expansion-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">upgrade<\/a>\u2014you\u2019ll see an increase in conversion rates.<\/p>\n<p>If users seem to be happy with their current plan, you don\u2019t need to push unnecessary add-ons.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/tion-userpilot-effective-engagement-through-segmentation-and-personalization-funnel-optimization_942413540ce14fe86728c0c0d18cbe30_800.png 1x, https:\/\/images.storychief.com\/account_6827\/tion-userpilot-effective-engagement-through-segmentation-and-personalization-funnel-optimization_942413540ce14fe86728c0c0d18cbe30_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/tion-userpilot-effective-engagement-through-segmentation-and-personalization-funnel-optimization_942413540ce14fe86728c0c0d18cbe30_800.png 1x, https:\/\/images.storychief.com\/account_6827\/tion-userpilot-effective-engagement-through-segmentation-and-personalization-funnel-optimization_942413540ce14fe86728c0c0d18cbe30_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/tion-userpilot-effective-engagement-through-segmentation-and-personalization-funnel-optimization_942413540ce14fe86728c0c0d18cbe30_800.png\" alt=\"user segmentation userpilot\" \/><\/picture><figcaption>Segmenting users on <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<h3 id=\"74qpm\"><strong>Use surveys to identify improvement opportunities<\/strong><\/h3>\n<p>Spoilers: There\u2019s no such thing as an \u201coptimal\u201d conversion rate, as iterations need to be done constantly.<\/p>\n<p>And the best way to iterate is by collecting feedback to understand how your customers feel about your product and find ways to provide more value (closing the <a href=\"https:\/\/userpilot.com\/blog\/customer-feedback-loop\/\" target=\"_blank\" rel=\"noopener noreferrer\">feedback loop<\/a>).<\/p>\n<p>Thankfully, you can <a href=\"https:\/\/userpilot.com\/blog\/automated-surveys\/\" target=\"_blank\" rel=\"noopener noreferrer\">automate<\/a> customer feedback by auto-triggering <a href=\"https:\/\/userpilot.com\/blog\/build-in-app-surveys-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app surveys <\/a>such as CES (<a href=\"https:\/\/userpilot.com\/blog\/customer-effort-score\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer effort score<\/a>), CSAT, and <a href=\"https:\/\/userpilot.com\/blog\/nps-saas-complete-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">NPS surveys<\/a>. This way, you can send surveys after specific touchpoints and collect data almost passively.<\/p>\n<p>And once you\u2019ve gathered enough feedback, you can analyze the answers, get insights, and find ways to improve your conversion rates even further.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/ces-survey-funnel-optimization-userpilot_e4aa8d21afa5745de8bcbdd21742c7e1_800.png 1x, https:\/\/images.storychief.com\/account_6827\/ces-survey-funnel-optimization-userpilot_e4aa8d21afa5745de8bcbdd21742c7e1_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/ces-survey-funnel-optimization-userpilot_e4aa8d21afa5745de8bcbdd21742c7e1_800.png 1x, https:\/\/images.storychief.com\/account_6827\/ces-survey-funnel-optimization-userpilot_e4aa8d21afa5745de8bcbdd21742c7e1_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/ces-survey-funnel-optimization-userpilot_e4aa8d21afa5745de8bcbdd21742c7e1_800.png\" alt=\"ces survey userpilot funnel optimization\" \/><\/picture><figcaption>Creating a CES survey on <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<h2 id=\"9rtre\"><strong>How to optimize your conversion funnels using Userpilot?<\/strong><\/h2>\n<p>For all the tactics we\u2019ve seen, you can\u2019t just code your way to success even if you\u2019re skilled (too much time and money).<\/p>\n<p>That\u2019s why we recommend Userpilot\u2014despite our obvious bias\u2014since it\u2019s probably the most cost-efficient product management tool to apply all these tactics (and it\u2019s already coded).<\/p>\n<p>Here\u2019s how:<\/p>\n<h3 id=\"4v531\"><strong>Retain potential customers by personalizing in-app experiences<\/strong><\/h3>\n<p>Userpilot can automatically <a href=\"https:\/\/userpilot.com\/blog\/user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">segment<\/a> your users based on a wide range of attributes such as ID, roles, content engagement, feature usage, <a href=\"https:\/\/userpilot.com\/blog\/when-to-send-nps-survey\/\" target=\"_blank\" rel=\"noopener noreferrer\">NPS response<\/a>, and more.<\/p>\n<p>This way, you can trigger personalized in-app messages such as <a href=\"https:\/\/userpilot.com\/blog\/onboarding-tooltips-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">tooltips<\/a>, slideouts, and modals based on:<\/p>\n<ul>\n<li>Jobs-to-be-done<\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/behavioral-segmentation-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">In-app behavior<\/a> and engagement<\/li>\n<li>User journey stage<\/li>\n<li>Specific events and the count of them using custom attributes<\/li>\n<\/ul>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/userpilot-ui-patterns-funnel-optimization_a63ffa983996cf792c38fa0b036144fd_800.png 1x, https:\/\/images.storychief.com\/account_6827\/userpilot-ui-patterns-funnel-optimization_a63ffa983996cf792c38fa0b036144fd_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/userpilot-ui-patterns-funnel-optimization_a63ffa983996cf792c38fa0b036144fd_800.png 1x, https:\/\/images.storychief.com\/account_6827\/userpilot-ui-patterns-funnel-optimization_a63ffa983996cf792c38fa0b036144fd_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/userpilot-ui-patterns-funnel-optimization_a63ffa983996cf792c38fa0b036144fd_800.png\" alt=\"userpilot in app messaging funnel optimization\" \/><\/picture><figcaption>Creating a flow on <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<p><span class=\"ng-star-inserted\">With <a href=\"https:\/\/userpilot.com\/product\/mobile\/\" target=\"_blank\" rel=\"noopener\">Userpilot&#8217;s native mobile SDK<\/a>, you can create targeted onboarding flows using slideouts, carousels, and push notifications without writing extra code.<\/span><span class=\"ng-star-inserted\">\u00a0<\/span><\/p>\n<h3 id=\"6rmin\"><strong>Optimize sales funnel with advanced product analytics<\/strong><\/h3>\n<p>Finally, Userpilot gives you access to advanced <a href=\"https:\/\/userpilot.com\/blog\/product-analytics-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">product analytics<\/a> to monitor <a href=\"https:\/\/userpilot.com\/blog\/user-behavior-tracking\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app behavior<\/a> and<a href=\"https:\/\/userpilot.com\/blog\/product-usage\/\" target=\"_blank\" rel=\"noopener noreferrer\"> product usage<\/a>\u2014allowing you to optimize your sales funnel.<\/p>\n<p>It includes plenty of functionalities, such as the ability to tag features, track events, and visualize how users progress across different touchpoints throughout the customer journey:<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/product-analytics-userpilot-funnel-optimization_b77be23725f2f1ef9ecc1fc3068eafe5_800.png 1x, https:\/\/images.storychief.com\/account_6827\/product-analytics-userpilot-funnel-optimization_b77be23725f2f1ef9ecc1fc3068eafe5_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/product-analytics-userpilot-funnel-optimization_b77be23725f2f1ef9ecc1fc3068eafe5_800.png 1x, https:\/\/images.storychief.com\/account_6827\/product-analytics-userpilot-funnel-optimization_b77be23725f2f1ef9ecc1fc3068eafe5_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/product-analytics-userpilot-funnel-optimization_b77be23725f2f1ef9ecc1fc3068eafe5_800.png\" alt=\"product analytics userpilot\" \/><\/picture><figcaption>Upcoming updates in product analytics on <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<h3 id=\"bkg0m\"><strong>Capture user feedback for conversion path improvement<\/strong><\/h3>\n<p>Additionally, Userpilot lets you collect quantitative and <a href=\"https:\/\/userpilot.com\/blog\/qualitative-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">qualitative feedback<\/a> with contextual <a href=\"https:\/\/userpilot.com\/blog\/build-in-app-surveys-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app surveys<\/a> such as NPS, CSAT, and CES.<\/p>\n<p>And yes, it allows you to trigger relevant surveys based on user segment, ID, event tracking, and more\u2014making them more likely to receive <a href=\"https:\/\/userpilot.com\/blog\/collect-customer-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">high-quality feedback<\/a>.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/survey-targeting-funnel-optimization_632c3d092d4a71ff518f8f092f5e7342_800.png 1x, https:\/\/images.storychief.com\/account_6827\/survey-targeting-funnel-optimization_632c3d092d4a71ff518f8f092f5e7342_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/survey-targeting-funnel-optimization_632c3d092d4a71ff518f8f092f5e7342_800.png 1x, https:\/\/images.storychief.com\/account_6827\/survey-targeting-funnel-optimization_632c3d092d4a71ff518f8f092f5e7342_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/survey-targeting-funnel-optimization_632c3d092d4a71ff518f8f092f5e7342_800.png\" alt=\"survey-targeting-funnel-optimization\" \/><\/picture><figcaption>Targeting surveys with <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<h2 id=\"2tuns\"><strong>Conclusion<\/strong><\/h2>\n<p>In SaaS, retaining customers with funnel optimization is as impactful (if not more impactful) than acquiring them.<\/p>\n<p>With this guide, you can hopefully implement the funnel optimization tactics we explained and retain more users.<\/p>\n<p>So now that you know the tactics for optimizing your marketing funnel, why not <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">get a Userpilot demo<\/a> to improve your conversion rates without coding?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A conversion funnel illustrates the customer\u2019s journey from the moment they become aware of your product until they start paying for your product and become loyal customers. In this post, we\u2019ll clarify what a conversion funnel is and provide tactics you can apply to transform doubtful prospects into loyal brand promoters.<\/p>\n","protected":false},"author":55,"featured_media":112637,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[82],"tags":[1694,1616,363,4998,926,292,216,215,4999],"class_list":["post-112635","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-growth","tag-conversion-funnel","tag-conversion-rates","tag-customer-success","tag-funnel-optimization","tag-onboarding-funnel","tag-product-growth","tag-product-management","tag-product-manager","tag-saas-funnel"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Funnel Optimization for SaaS: What is It and How to Do It?<\/title>\n<meta name=\"description\" content=\"Funnel optimization is important. Learn how to apply conversion funnels and tactics to transform doubtful prospects into loyal customers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/userpilot.com\/blog\/funnel-optimization\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Funnel Optimization for SaaS: What is It and How to Do It?\" \/>\n<meta property=\"og:description\" content=\"Funnel optimization is important. Learn how to apply conversion funnels and tactics to transform doubtful prospects into loyal customers.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/userpilot.com\/blog\/funnel-optimization\/\" \/>\n<meta property=\"og:site_name\" content=\"Thoughts about Product Adoption, User Onboarding and Good UX | Userpilot Blog\" \/>\n<meta property=\"article:published_time\" content=\"2023-06-07T22:57:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-26T02:54:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/userpilot.com\/blog\/wp-content\/uploads\/2023\/06\/funnel-optimization-for-saas-what-is-it-and-how-to-do-it_aea11321f9b8c810cc2019b168c3f270_2000.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1876\" \/>\n\t<meta property=\"og:image:height\" content=\"1228\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Linh Khanh\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Linh Khanh\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/userpilot.com\/blog\/funnel-optimization\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/userpilot.com\/blog\/funnel-optimization\/\"},\"author\":{\"name\":\"Linh Khanh\",\"@id\":\"https:\/\/userpilot.com\/blog\/#\/schema\/person\/837ad6c051bf4373e42a8e0091d3d691\"},\"headline\":\"Funnel Optimization for SaaS: What is It and How to Do It?\",\"datePublished\":\"2023-06-07T22:57:59+00:00\",\"dateModified\":\"2025-06-26T02:54:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/userpilot.com\/blog\/funnel-optimization\/\"},\"wordCount\":1767,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/userpilot.com\/blog\/funnel-optimization\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2023\/06\/funnel-optimization-for-saas-what-is-it-and-how-to-do-it_aea11321f9b8c810cc2019b168c3f270_2000.png\",\"keywords\":[\"conversion funnel\",\"conversion rates\",\"customer success\",\"funnel optimization\",\"onboarding funnel\",\"product growth\",\"Product Management\",\"Product Manager\",\"saas funnel\"],\"articleSection\":[\"Growth\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/userpilot.com\/blog\/funnel-optimization\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/userpilot.com\/blog\/funnel-optimization\/\",\"url\":\"https:\/\/userpilot.com\/blog\/funnel-optimization\/\",\"name\":\"Funnel Optimization for SaaS: What is It and How to Do It?\",\"isPartOf\":{\"@id\":\"https:\/\/userpilot.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/userpilot.com\/blog\/funnel-optimization\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/userpilot.com\/blog\/funnel-optimization\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2023\/06\/funnel-optimization-for-saas-what-is-it-and-how-to-do-it_aea11321f9b8c810cc2019b168c3f270_2000.png\",\"datePublished\":\"2023-06-07T22:57:59+00:00\",\"dateModified\":\"2025-06-26T02:54:16+00:00\",\"author\":{\"@id\":\"https:\/\/userpilot.com\/blog\/#\/schema\/person\/837ad6c051bf4373e42a8e0091d3d691\"},\"description\":\"Funnel optimization is important. 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