SaaS 演示转化率多少算好？10%-20% 是基准
Dear SaaStr: What Is A Good Demo Conversion Rate for a SaaS Startup?
Dear SaaStr: What Is A Good Demo Conversion Rate for a SaaS Startup?
亲爱的SaaStr：对于SaaS初创公司来说，一个好的演示转化率是多少？
10%-20%.
10%-20%.
If fewer than 8%-10% or so of your demos convert to paid customers, you’ll start to burn out your sales team. Because they generally need to close 10-15 deals a month to eat (more for SMB, less for enterprise, but 10-15 is pretty common for an inside sales team).
如果你的演示中转化为付费客户的比例低于8%-10%左右，你的销售团队就会开始精疲力竭。因为他们通常每月需要成交10-15笔交易才能维持生计（中小企业更多，企业级更少，但10-15笔对于内部销售团队来说相当常见）。
If they have to do more than 50 demos a month, they’ll just run out of time. Even that’s a lot of demos if they actually prepare and research for the meeting. If you have a good engine running, you’ll want 20% or more of demos converting. That way everyone can hit quota, or at least most can.
如果他们每月必须进行超过50次演示，他们就会没有时间。即使他们真的为会议做准备和研究，这也是很多演示。如果你有一个运转良好的引擎，你会希望20%或更多的演示能够转化。这样每个人都能达到配额，或者至少大多数人能达到。
But — this is a trick question. As are most funnel questions.
但是——这是一个有陷阱的问题。就像大多数漏斗问题一样。
The more folks you attract into your funnel, the lower your conversion rate.
你吸引到漏斗中的人越多，你的转化率就越低。
The fewer, but more highly qualified folks you attract, the higher the conversion rate.
你吸引的合格人员越少但越优质，转化率就越高。
This is why B2B start-ups often are so proud of their “amazing” conversion rates before they hire a real VP of Demand Gen. I’m not so proud. It’s because your top-of-funnel is unimpressive.
这就是为什么B2B初创公司在聘请真正的需求生成副总裁之前，常常为自己的“惊人”转化率感到自豪。我并不那么自豪。这是因为你的漏斗顶部并不令人印象深刻。
So avoid obsessing too much about absolute metrics inside your funnel, especially the metrics between lead and close.
所以，避免过度关注漏斗内的绝对指标，尤其是线索到成交之间的指标。
Instead, measure them, and usually, drive them up.
相反，要衡量它们，并且通常要推动它们上升。
But sometimes, as your brand grows and you get better at marketing, you’ll attract more general passers by. And thus a lot of your conversion metrics will actually fall as you scale.
但有时，随着你的品牌成长和营销能力的提升，你会吸引更多普通的过客。因此，随着你的扩展，你的许多转化指标实际上会下降。
A related post here:
这里有一篇相关文章：
7 Simple Ideas to Immediately Improve Your Conversion Rates in SaaS
立即提高SaaS转化率的7个简单想法
更进一步：量化金融体系
看懂新闻只是起点——沿量化金融路径，把它变成能交付的工程能力