Curtis: Keap's Goal-Reaching Onboarding Cohort Hit 86% Month 4 Retention
Ammon Curtis · CPO Does $90m in Revenue, Reveals M4 Test He Ran To Increase NRR at Month 18 · Jul 9, 2024 · at 8:49
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Ammon Curtis, CPO at Keap, explains how goal-oriented onboarding improved Keap's month 4 customer retention from a 75% baseline.
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“But on the flip side, the ones that achieved the goal, we saw a big uptick in them actually staying, staying on, and our M-IV went up to 86%.”
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More from Ammon Curtis
Curtis: Keap's move down-market expanded competitors 8.5x and stalled growth
“So we had originally focused on sales and marketing software for million dollar businesses, and we went down market and said, oh, there's a lot more downstream, let's go after that. So we shifted to a simple CRM for startups. Our competitor set increased expon…”
Curtis: Keap's growth returned after reinstating paid onboarding and human support
“The return to growth really comes from us being able to redefine our strategy and our target, and then focus on usage and paid onboarding to be able to restore the human connection, and then our focus now is on what we call business automation.”
Curtis: Keap increased NRR from 41% to 106% with assisted coaching
“When we look at our business and complement this with other initiatives, what we see is the 41% like we talked about, 52% the done with you, the done for you at 74%, and if you couple just the coaching, completing coaching with the other initiatives that we've…”
Curtis: Keap Tested Goal-Driven Onboarding Across 705 Customers Over 6 Months
“And over a six month period, we took 705 customers, And took them through a different type of onboarding, where in the past, we would have customers come in and we'd basically say, ok, Here's how you get set up, and then if they needed something, they would as…”
Curtis: Keap Had a Blended Baseline M4 Retention Rate of About 75%
“So these were customers that either worked with partners and were able to get onboarded or coached or assisted, and then Any of our customers that came in through free trial and different things along those lines, we had a blended average of about 75%.”