How Lower Your Bounce Rate, High vs. Low Value Churn, More: Top Learnings from CEO Evernote & mmhmm

At SaaStr Annual’s Digital Day, Phil Libin, CEO of mmhmm and previously CEO of Evernote, shared his top learnings building SaaS products. The talk is definitely focused on the early days, so if you’re at Scale, it may be more of a trip down memory lane … but it was a great and super engaging presentation.

Be Careful About the Metrics and Ratios You Pick
Phil notes almost all startup questions can be answered via a “state machine”.
Phil sees most startups pushing too hard on growth too early. The risk then is the bounce — crummy early first-time users don’t stick.
Now, at mmhmm, Bounce rate is high but High-Value Churn is low. A lot of us see this.
Today, they find anyone that uses their product more than 20 times a month to define “High Value”. That’s where their conversion rate inflects.
At scale, reactivating your inactive users can be one of your best “acquisition” channels.
Your High-Value Retention at least needs to be high.

#b2b #saas #startups ‪@airtimetools‬

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