Hartert: Advanced product features drive long-term SaaS customer retention
Steve Hartert · 976 How JotForm Passed 3m Users, $45m in ARR Without Raising Capital · Mar 27, 2018 · at 15:17
Steve Hartert, CMO of JotForm, explains the user onboarding triggers that convert casual sign-ups into long-term retained customers.
0:00 / 0:21exact quote · 21.6s
720p mp4 · rendered on demand · StarZero watermark
“When we show them how to create, say an online payment form or how to create an online survey or how to make an ex more extensive kind of form that uses things like conditional logic, when they start to see the sophistication that the product actually has, That's when the stickiness factor suddenly comes into play, and that's when those customers will be much more of a long-term customer than a short-term customer.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Steve Hartert
Hartert: Jotform Aims for $150M ARR While Remaining Fully Bootstrapped
“Probably the first one. Yeah, I mean, that's really kind of been our mantra since day one. That's our CEO's whole, you know, methodology to it, and it's worked great for us.”
Hartert: 5% Free-to-Paid Conversion Is the SaaS Industry Average
“I mean, a good five percent is about the industry average. It seems like for, and I'm talking about all SAS products, not just in the farm world. But a five percent conversion rate seems to be pretty solid for people.”
Hartert: Constantly Adjusting Freemium Paywalls Confuses SaaS Customers
“We don't want to sit there and keep kind of adjusting that, that threshold, because then it becomes confusing to the, to our customers, because they'll say, wait a second, last month it was this month it's that, and now you've got people all over the place on …”
Hartert: JotForm developed first drag-and-drop SaaS interface for forms
“What we developed was the very first drag and drop interface as a SAS product where somebody could just literally say, I want these fields.”