LTV Conf, May 2018, London

I love going to conferences in London because it is one of the rare cities I have a direct connection to. We were invited to this one and being a small SaaS conference with great speakers lined up it was a no-brainer.

I only wrote notes for the two talks that impact our business the most, no offense to other speakers. ūüôā

Day 1

I really looked forward to the first talk of the conference. It was by Patrick Campbell from Price Intelligently and Profit Well who had a great booth presentation on SaaStock last year. And he did not disappoint with this one either.

Here are my notes from the talk:

  • There is massive competition in the SaaS market.
  • CAC is increasing.
  • The¬†relative value of features is decreasing.
  • NPS is down overall.

In short – there is massive competition with tools that do more and more but customers are less happy with every year.

Monetization and retention optimization are now more effective than acquisition optimization.

Based on their research, European software is underpriced. We could be charging way more than we are.

Product development should be more methodical (“you are building trash features”).¬†Do more customer research conversations and experiments. If you’re sending out non-compensated surveys, they should be shorter than 60 seconds. Rank features for each persona.

Day 2

The first talk on the next day was also great. Brennan Dunn from RightMessage talked about website personalization. The idea was not new, I first encountered it in detail last year on SaaStock when Guillaume Cabane blew my mind. Brennan talked about more basic ideas that immediately gave me a few ideas we could implement quickly.

  • If you have a website (like an affiliate or review site) sending you lots of traffic, personalize the landing page for that audience. Address where they’re coming from and change the headline so it addresses their specific pain points.
  • Personalize followup and onboarding emails based on their registration data (are they a developer or a website owner?).
  • Where did they land on our website and what does that tell about them? If you’re writing on your blog about Productivity Tips For Freelancers, then you can assume the reader is a freelancer. Then you can show specific CTAs, change headlines etc. based on that information.
  • Always do one ad – one landing page. Address specific pain points with variable landing pages. In most cases, changes to titles are already a big improvement.

  • If you send a newsletter subscriber to your blog, don’t show them the same CTA for the newsletter. Either hide it or push him to the next step of the funnel (example: free trial).
  • Tagging links in emails so you know who is who (goes for mobile and desktop so you can connect the two).

Looking forward to the next year!

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