Top 18 SaaS Analytics Tools for 2020 (By Use Case)
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Top 18 SaaS Analytics Tools for 2020 (By Use Case)


Top 18 SaaS Analytics Tools for 2020 (By Use Case)

Many articles written about analytics tools for SaaS treat the tools as one, monolithic category: ”SaaS analytics tools.” But the tools you need for web analytics are different from the tools you use for subscription analytics, which are different from your reporting analytics needs.

For example, if you need to understand how trial users convert to paid and how churn varies across user cohorts, a web analytics tool like Google Analytics can’t help you.

That’s why we’re breaking down the top 18 SaaS analytics tools into four key use cases — so you can mix and match the tools that meet your needs:

Note: Want to better understand SaaS customers and their behavior on your website? Sign up and try Crazy Egg free for 30 days to get access to a website optimization tool that’s built for the needs of SaaS marketers.

Understanding how users behave on your website is a fundamental part of improving user experience and conversion rates for your software-as-a-service or subscription website. The tools below approach that concept from a few different angles, so you can choose what works for you.

1. Crazy Egg

SaaS analytics tools: Crazy Egg

Price: Starts at $24/month

At Crazy Egg, we offer one of the best website analytics tools for SaaS businesses. Our Snapshots (what we call heatmaps and clickmaps) help marketers dig deeper and understand the data behind your website performance.

We offer five different types of website analysis reports:

  • Heatmap: Show you where visitors click on a landing page and at what frequency
  • Scrollmap: Tells you how far down the page most users scroll before leaving the page
  • Confetti Report: Offers more granular info about individual visitors and how up to 22 characteristics impact click behavior
  • Overlay Report: Shows marketers a breakdown of user behavior for each clickable element on a page, including filtering by those 22 different dimensions
  • List Report: This report emphasizes numbers over visuals, showing you a breakdown of how many users (and what percentage) click on any given element (even moving ones).

Together, your Snapshots can offer valuable information about your website and how it moves visitors to sign up, including:

  • Whether or not visitors are following your ideal customer journey — including where they come from to get to a webpage and where they go afterward
  • Which elements on a page your ideal customers are engaging with the most
  • The quality of traffic to a page, in terms of following that ideal customer journey.

Note: Sound good? Sign up and try Crazy Egg free for 30 days to get access to a website optimization tool that’s built for the needs of SaaS marketers.

2. Google Analytics

SaaS analytics tools: Google Analytics

Price: Free

Google Analytics is a must-have tool for almost every business with a website. Whether you’re a basic or advanced user, Google Analytics offers access to nearly all the key metrics you need to know to gauge website performance, including acquisition metrics (such as traffic) and behavioral engagement metrics (such as bounce rate and conversions).

And it’s free — win-win.

3. Intercom

SaaS analytics tools: Intercom

Price: Starts at $39/month

In addition to their best known feature (a business messenger), Intercom also includes some key customer data features that make it easy for SaaS marketers to get a more complete picture of their customers, segment them, and filter and target customers based on their behavior and attributes (such as monthly spend, time since signup, recent activity, and more) — not just demographics.

Understanding how your marketing campaigns drive subscriptions is key to growing your customer base and revenue. The tools below vary from analytics-only to full-feature marketing analytics and automation solutions.

4. Bitly

SaaS analytics tools: Bitly

Price: Free, Basic, or Custom; paid plans start at $29/month

Often thought of as nothing more than a link-shortening tool, Bitly has added a robust analytics suite that enables SaaS marketers to track more than 20 accurate data points in real-time — including clicks by channel and demographic as well as organic link shares — so you can better analyze all your marketing campaigns.

5. HubSpot

SaaS analytics tools: HubSpot

Price: HubSpot CRM is free; Marketing, Sales, and Service Hub plans start at $50/month

HubSpot’s known for a lot of things. Between the CRM, Marketing, Sales, and Service Hubs, they cater to a huge part of SaaS business. Because of that, their marketing analytics features enable marketers to tie together every interaction customers have with the brand — and tie it all back to revenue. So you can see, for example, how each marketing asset moves users through the funnel plus the conversion value it ultimately contributes.

6. Mixpanel

SaaS analytics tools: Mixpanel

Price: Free, or paid plans start at $89/month

Mixpanel takes marketing analytics to the next level — by analyzing by the cohort. Their tool makes quick work of understanding how users move through your funnel and your product, comparing users based on actual behavior and optimizing your SaaS for retention. You can gain a deep understanding of users’ activity inside your product and zoom out to see feature adoption at scale or segment users by activation metrics, geo, and more.

7. Kissmetrics

SaaS analytics tools: Kissmetrics

Price: Contact Kissmetrics for pricing information

Like many user-based analytics tools, Kissmetrics enables SaaS marketers to move a step past the session-based data that Google Analytics provides. With Kissmetrics, you can build reliable cohorts, customer journey, and funnels based on actual customer behavior and attributes. Then Kissmetrics provides curated reports to help you quickly understand the data that’s relevant for marketing decisions.

8. Salesforce

SaaS analytics tools: Salesforce

Price: Analytics pricing starts at $75/month per user

Best known for their CRM, Salesforce also offers an analytics product called Einstein Analytics. The tool is built with artificial intelligence that helps SaaS marketers automate their analysis of important metrics, visualize the customer journey, and stay focused on outcomes over data points. That means users who aren’t as interested in the nitty gritty data can get the information they need — without getting lost in mountains of numbers.

9. Woopra

SaaS analytics tools: Woopra

Price: Free, or paid plans start at $999/month

Woopra clicks in as one of the most expensive analytics tools on our list, but if you can swing it, the price tag is most definitely worth it. The tool offers tailored solutions for product, marketing, sales, and support teams — and it’s one of the only tools that enables true end-to-end customer journey analytics. For example, their product solution makes it easy to understand how (and how long) your customers use each feature.

Subscription analytics are the most important tool for SaaS companies. The tools below are dedicated to analyzing trials, churn, active users, and more — so you can make informed decisions about how best to grow your subscription business.

10. ProfitWell

SaaS analytics tools: ProfitWell

Price: Freemium; contact them for paid plan info

ProfitWell offers one of the most capable analytics solutions for managing and growing a subscription business. It has features that help you track trials and attribution, segment to find out where growth comes from, track churn rate and cohorts to boost retention, and proactively monitor engagement to figure out which users are likely to convert or churn.

11. Baremetrics

SaaS analytics tools: Baremetrics

Price: Starts at $50/month

Designed specifically for SaaS and subscription businesses, Baremetrics makes it easy to get in-depth insights on trial usage and behavior, track monthly recurring revenue (MRR) and other revenue goals, and benchmark your results against other companies similar to yours. Baremetrics includes aggregate data about how similar companies perform so you can get a better sense of your performance in the grand scheme.

12. Churnbuster

SaaS analytics tools: Churnbuster

Price: Starts at $50/month for most payment processors

Churnbuster takes a narrower approach to subscription analytics, focusing on preventing involuntary churn. Their analytics features make it seamless to monitor voluntary and involuntary churn, track improvements, and analyze customer payment history. Churnbuster helps you understand why passive churn happens so you can identify the changes and optimizations needed to reduce it proactively.

13. ChartMogul

SaaS analytics tools: ChartMogul

Price: Free; paid plans start at $100/month

ChartMogul promises its subscription analytics will help “use revenue and customer data to improve and grow your business.” Their solution connects with all the major subscription billing services, so all you need to do is connect your provider, and ChartMogul will compile all the data for you. Their pre-built filters (for plan, billing cycle, and more) make it easier to dig into that data, too. Plus, ChartMogul is one of the only SaaS tools to offer dedicated mobile subscription analytics.

Whether you’re reporting internally to your team or to C-suite executives or investors, you need a reporting solution that does two things:

  • Visualizes data sets to make it easier to pull actionable insights out of the numbers
  • Turns your data into professional-looking dashboards and reports.

The reporting analytics solutions below make it easy to do both of those things.

14. Klipfolio

SaaS analytics tools: Klipfolio

Price: Starts at $49/month

Klipfolio’s reporting solution connects seamlessly with over 100 different data sources, making it very quick and easy to visualize your data for analysis or reporting. With fully customizable visualizations and the ability to dig deeper into your data, Klipfolio is one of the best visual reporting options for SaaS businesses.

15. TapClicks

SaaS analytics tools: TapClicks

Price: Contact them for pricing information

TapClicks offers a huge suite of solutions including analytics and reporting. With the combination of their TapAnalytics and TapReports, you can easily connect your data with one click, analyze performance across your marketing, and turn real-time data into professional dashboards and reports.

16. Grow

SaaS analytics tools: Grow

Price: Contact them for pricing information

Grow is one of the most robust and capable business intelligence and reporting tools for SaaS companies. The tool connects easily with CRM, marketing, and financial data sources — and the emphasis on visualization makes it easier to make sense of all the numbers.

17. Adaptive Insights

SaaS analytics tools: Adaptive Insights

Price: Contact Adaptive Insights for pricing information

Adaptive Insights bills their analytics tool as “business planning software,” and the moniker fits. Their software solves for planning, modeling, budgeting, and forecasting on all your key SaaS metrics and key performance indicators (KPIs). Plus, Adaptive Insights is one of the few SaaS reporting tools that’s based in the cloud — so you can more easily collaborate across the company.

18. Cyfe

SaaS analytics tools: Cyfe

Price: Free, or paid plans start at $29/month

Cyfe offers one of the easiest reporting and dashboard tools available in the market. Their “Starter Dashboard” means you can get set up in just a few minutes, using pre-built and populated widgets for Google Analytics, Facebook, Mailchimp, and more. The customizability means you can create dashboards designed specifically for executives, individual departments, or investors.

The SaaS Analytics Tools You Need

SaaS businesses need analytics that are tailored to their unique business model — but more than that, you need an analytics stack that works for you and meets the needs of your team. Whatever your unique needs, you can find the SaaS analytics tools you need to fill out your stack, better track and understand performance, and grow your subscription business.

Note: Want to better understand SaaS customers and their behavior on your website? Sign up and try Crazy Egg free for 30 days, and get access to a website optimization tool that’s built for the needs of SaaS marketers.

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The Power of "Is": A Featured Snippet Case Study
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The Power of “Is”: A Featured Snippet Case Study


I’m not a literary scholar, but I believe it was Hamlet that said “to have a featured snippet or not to have a featured snippet?” Ever since featured snippets came onto the scene, sites have been trying to secure them.

My team and I wanted in on this craze. Throughout our journey of research, testing, failure, and success, we found some interesting pieces of information that we wanted to share with the community. I’ll walk you through what we did and show you some of our results (though can’t share traffic numbers).

It was Britney Muller’s webinar on Feature Snippet Essentials and the release of the featured snippets cheat sheet that inspired me to capture what we’ve learned.

What are featured snippets?

A featured snippet is the box that appears at the top of the search result page that provides information to succinctly and accurately answer your query and cites a website.

Why are featured snippets important?

A featured snippet is important because it represents an additional SERP feature that you can secure. Usually located at the very top of the results page, featured snippets offer you greater visibility to searchers and can boost brand recognition.

Our featured snippet plan of attack

  1. Research, research, and more research on how to pull this off
  2. Identify keywords we wanted to target
  3. Change how we structured our on-page content
  4. Measure, test, and repeat the process

1. Research, research, and more research

We spent a great deal of time researching featured snippets. We looked at different ways to find featured snippet opportunities and researched how to optimize our content for them. We also went and saw Kellie Gibson speak on featured snippets volatility.

Did we implement everything from what we learned during this discovery phase into our featured snippet strategy? No. Are we perfect at it now after a year and a half of practicing this? No, no, no. We are getting better at it, though.

2. Identify keywords we wanted to target

We originally started out focusing on big “head” keywords. These represented terms that had indeterminate searcher intent. The first head term that we focused on was HRIS. It stands for Human Resources Information System — sexy, right?

Note: Looking back on this, I wish we had focused on longer tail keywords when testing out this strategy. It’s possible we could have refined our process faster focusing on long tail keywords instead of the large head terms.

3. Change how we structure our on-page content

We worked closely with our writing team to update how we lay out content on our blog. We changed how we used H2s, H3s (we actually used them now!), lists, and so on to help make our content easier to read for both users and robots.

In most of the content where we’re trying to rank for a featured snippet, we have an H2 in the form of a question. Immediately after the H2, we try and answer that question. We’ve found this to be highly successful (see pictures later on in the post). I wish I could say that we learned this tactic on our first try, but it took several months before this dawned on us.

4. Measure, test, and repeat

The first blog post that we tried this out on was our “What is an HRIS” article. Overall, this post was a success, it ranked for the head term that we were going for (HRIS), but we didn’t win a featured snippet. We deemed it a slight failure and went back to work.

This is where the fun started.

Featured snippet successes

We discovered a featured snippet trigger that we could capitalize on — mainly by accident. What was it?

Is.

Really. That was it. Just by adding that to some of our content, we started to pick up featured snippets. We started to do it more and more, and we were winning more and more featured snippets! I believe it was this strategic HR example that clued us onto the “is” trigger.

So we kept it up.

Featured snippet won for "employee orientation"
Featured snippet won for "hr business partner"
Featured snippet won for "employee development plan"

What did we learn?

I want to preface this by saying that all of this is anecdotal evidence. We haven’t looked at several million URLs, run it through any fancy number-crunching, or had a statistician look at the data. These are just a few examples that we’ve noticed that, when repeated, have worked for us.

  1. Blog/HR glossary – We found that it was easier for us to gain featured snippets from our blog or our glossary pages. It seemed like no matter what optimizations that we made on the product page, we weren’t able to make it happen.
  2. Is – No, not the clown from the Stephen King novel. “Is” seemed to be the big trigger word for winning featured snippets. During our audit, we did find some examples of list featured snippets, but the majority were paragraphs and the trigger word was “is.”
  3. Definitions – We saw that definitions of the head term we were trying to go for was usually what got the definition. Our on-page copy would have the H2 with the keyword (e.g. What is Employee Orientation?) and then the paragraph copy would answer that question.
  4. Updating old posts – One surprising thing we learned is that when we went back to old posts and tried adding the “is” trigger word, we didn’t see a change — even if we added a good amount of new content to the page. We were only able to grab featured snippets with new content that we created. Also, when we updated large amounts of content on a few pages that had featured snippets, we lost them. We made sure to not touch the sections of the page that the snippet was pulling from, but we still lost the snippet (some have come back, but some are still gone).

Conclusion

A few final things to note:

  1. First, while these examples are anecdotal, I think that they show some practices that anyone wanting to capture featured snippets can do. 
  2. Second, this was process was over a 12–18 month period and we’re still evolving what we think is the best way for us and our content team. 
  3. Third, we had a lot of failures with this. I showed you one example, but we’ve had many (short-form content, long-form content, glossary terms, blog posts, etc.) that didn’t work. We just kept measuring, testing, and optimizing. 
  4. Lastly, I need to give a shout out to our writing team. We massively disrupted their process with this and they have been phenomenal to work with (effective interdepartmental relationships are crucial for any SEO project).

Let me know what’s worked for you or if you have any questions by leaving a comment down below.

Note: On January 23, 2020 Google announced that featured snippets would no longer be listed twice on the first page. For more information, you can check out this thread from Google Search Liaison. This may change how valuable featured snippets are to companies and the amount of clicks a listing gets. Before you start to panic, remember it will be important to watch and measure how this affects your site before doing anything drastic. If you do decide to go nuclear and to remove your featured snippets from the results, check out this documentation.





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