Acquisition Insights
The Acquisition Insights reports in Zoho Billing provide valuable information about your customer acquisition process, helping you track trial activity, conversion rates, and sales cycle performance. These reports are particularly useful for understanding the number of customers currently in trial and how effectively they are being converted to Live customers. This lets you identify bottlenecks in the sales process and improve your conversion strategies.
Zoho Billing supports the following Acquisition Insights reports:
Active Trials
The Active Trials report in Zoho Billing gives a list of subscriptions that are in the Trial status in the selected period.
This report can be generated based on:
- Trial & Non-Renewing - All trials will be included in the report.
- Only Trials - Only trials that are not scheduled to cancel or expire will be included in the report.
- Non-Renewing - Only trials that are scheduled to cancel or expired will be included in the report.
- Expiring in 7 Days - Only trials that are about to expire in the next 7 days will be included in the report.
How is this report helpful for your business?
The Active Trials report helps you keep track of all the subscriptions that are currently in trial, allowing you to follow up with customers whose subscription trial is about to end. This can also help you to prepare a smoother onboard experience, based on the trial end date.
Scenario: Aaron Brown, the head of the sales team at Zylker, wants to find a list of customers whose trial is about to end and share the list with his team to ensure a smooth onboarding experience. He can use the Active Trials report in Zoho Billing to view the customers whose trials are about to expire soon, and share the contact details with the sales team.
Inactive Trials
The Inactive Trials report in Zoho Billing lists all customer subscriptions that have been expired or cancelled during the selected period.
This report can be generated based on:
- Trial Start Date - The subscriptions whose trial start date falls within the selected Date Range will be displayed in the report.
- Trial Expiration Date - The subscriptions whose trial ended within the selected Date Range will be displayed in the report.
- Trial Canceled Date - The subscriptions whose trial was cancelled within the selected Date Range will be displayed.
How is this report helpful for your business?
The Inactive Trials report is useful to understand the total number of customers who signed up to a trial and did not convert to a live subscription. This allows you to take timely action, such as following up with them, offering personalized plans, onboarding sessions, understanding their pain points and resolving them, and extending trial periods to get them to sign up to a live subscription.
Scenario: Patricia is the head of the sales team at Zylker, which offers trials on their subscription plans. She wants to find a list of the customers who have signed up to the trial, but did not convert to a live customer. She can use the Inactive Trials report in Zoho Billing to find a list of these customers, and reach out to them to understand their pain points for cancellations or trial expiry. She can then try to fix these pain points and try to offer them personalized onboarding experience to sign them up.
Trial to Live Conversions
The Trial to Live Conversions report in Zoho Billing gives you a list of all the trial subscriptions that were moved to the Live status during a particular period. This includes subscriptions which were moved to Live after the trial duration was completed, as well as the subscriptions that were moved to Live during the trial duration.
You can enable Include trial conversions that occurred during the selected Reporting Period (Monthly, Quarterly, etc.), even if the trial started before the selected Reporting Period to include subscriptions whose trial started before the selected period. You can disable this checkbox only to include subscriptions whose trial started in the selected period.
Chart View
The chart gives a visual representation of the conversion rates for each period in the selected date range. You can choose to display the chart as a Line chart or Bar chart.
You can also group the data by:
- Months - You can view the conversion rates for each month in the selected period.
- Days - You can view the conversion rates for each day in the selected period.
Breakdown View
The breakdown view provides the following metrics for the selected period:
New Trials - The total number of subscription trials that started during the selected period.
Insight: You can click New Trials to view the list of subscriptions whose trial started in the Date Range. You can also click the new trials metric for each period to view the list of subscriptions whose trials started during that period.
Trial Conversions - The total number of subscriptions which moved to Live from Trial during the selected period.
Insight: You can click Trial Conversions to view the Trial Conversions Details report, which displays a list of the subscriptions that contributed to the total number. You can also click the trial conversion metric for each period to view the list of subscriptions that were converted during that period.
Conversion Rate - The Trial to Conversion rate for each period in the selected Date Range.
Insight: Conversion Rate = (Trial Conversions/New Trials)*100
New Trials = New Trials + Trials Converted
Plan Performance
Click View Plan Performance in the Plan Performance table to view the conversion rate of each plan during the selected date range.
How is this report helpful for your business?
The Trial to Live Conversions report provides essential metrics for a business to evaluate the overall conversion rate from trials to paid plans and identify which marketing or onboarding strategies are working. Businesses can also analyze trends based on subscription plans, conversion timeframes, or customers to improve their sales funnel.
Scenario: Patricia is the head of the sales team at Zylker, a SaaS company. She wants to check the percentage of users who sign up to the paid plan of their product after signing up to their free trial. She can use the Trial to Live Conversions report to view the conversion rate for the desired products. She can further use this to assess the effectiveness of her team.
Average Sales Cycle Length
The Average Sales Cycle Length report in Zoho Billing displays the average number of days it takes to receive the first payment from your customers after the beginning of their subscription’s trial period. You can view this report based on individual products or All Products.
Chart View
The chart gives a visual representation of the average sales cycle length for each period in the selected date range. You can choose to display the chart as a Line chart or Bar chart.
You can also group the data by:
- Months - You can view the average sales cycle length for each month for the selected period.
- Days - You can view the average sales cycle length for each day for the selected period.
Breakdown View
The breakdown view displays the average sales cycle length for each day or each month for the selected products for each period. You can click the first column in the table to view the list of subscriptions that contributed to each metric. You can also click on the metric of each period to view the list of subscriptions that contributed to the metric of that period.
How is this report helpful for your business?
The Average Sales Cycle Length report in Zoho Billing is useful to evaluate the efficiency of your customer conversion process and identify whether customers are taking too long to commit. By knowing the average time to receive first payment, businesses can adjust onboarding workflows, trial lengths, or follow-up communications to make smoother conversions.
Scenario: Patricia, the head of the sales team at Zylker, wants to find the average number of days it takes to receive payments from the first day of their trial start day. She can use the Average Sales Cycle Length report in Zoho Billing to find the required data and figure out which products have the shortest and longest average sales cycle length. Based on the findings, she can further take action to reduce the average sales cycle length of each product.
Lost Opportunities
The Lost Opportunities report in Zoho Billing shows a list of all potential customers who were unable to sign up to your product due to payment failures. You can view this report for individual products or All Products.
How is this report helpful for your business?
The Lost Opportunities report in Zoho Billing is useful to find the contact details of all potential customers who failed to sign up to your product. This is particularly helpful to reach out to them and try to convert them into a paid customer. This is also helpful to find out the reasons due to which the customer’s payment failed, and try to fix issues at your end or the payment gateway’s end to ensure a smoother onboarding experience for future customers.
Scenario: David Brown, who is part of the customer onboarding process, wants to find out a list of potential customers who were unable to sign up to their products due to payment failures. Using the Lost Opportunities report in Zoho Billing, he can find and contact them, resolve their issues, and convert them into paid customers. He can also reach out to the payment gateways to resolve issues to ensure a smoother onboarding experience for future customers.
Report Functions
The Acquisition Insights reports support the report functions:
| Report Function | Active Trials | Inactive Trials | Trial to Live Conversions | Average Sales Cycle Length | Lost Opportunities |
|---|---|---|---|---|---|
| Filter Report | ✔ | ✔ | ✔ | ✔ | ✔ |
| Group Report | ✔ | ✔ | ✔ | ✔ | X |
| Compare Report | X | X | ✔ | ✔ | X |
| Performance Overview | X | X | ✔ | ✔ | X |
| Customize Report Columns | ✔ | X | X | X | X |
| Custom Report | ✔ | ✔ | X | X | X |
| Sort Report | ✔ | ✔ | X | X | X |
| Schedule Report | ✔ | ✔ | ✔ | ✔ | ✔ |
| Share Report | ✔ | ✔ | ✔ | ✔ | ✔ |
| Export Report | ✔ | ✔ | ✔ | ✔ | ✔ |
| Print Report | ✔ | ✔ | X | X | X |
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