Article | April 17, 2018

What We Can Learn From Ants To Improve SaaS Conversion Rates

Upward-trend-chalkboard

SaaS onboarding is the beating heart of your business. In our era of freemium, trials and other piloting processes, ramping up prospects who signed up for your product can make or break your forecasts. Increasing free-to-paid conversion rates is therefore a daunting task. You may feel overwhelmed by the incredible amount of factors you can tamper with. The myriad of solutions out there while doing a great job at solving specific problems rarely help identify the main levers of improvement for SaaS conversion rates.

Today, we’ll discuss an approach to identifying these levers and how to execute against them.

Ant colony optimization

At this point you might be wondering what’s this business about Ant Colonies helping improve SaaS conversion rates.
In the real world, ants have developed a rather intriguing heuristic to optimize their path to food patches. They initially wander in random directions away from the colony, laying a pheromone trail on their path. As they find food and return, they increase the amount of pheromone on the path to the food. The other ants from the group are attracted to the strongest trail which will be the closest to a food source. As the pheromones evaporate, the shortest paths become increasingly more attractive until the optimal path is found.This optimization algorithm is called the ant colony algorithm. Its goal is to mimic this behavior with “simulated ants” walking around the graph representing the problem to solve.