Check out these 7 practical SaaS conversion optimization tips and increase your results now – WAU
To be successful with a SaaS product (Software as a Service) it is not enough to just create something useful, it is also necessary to invest in conversion optimization. In fact, one of the great advantages of working with the subscription model is precisely the opportunity to increase the customer base without necessarily increasing operating costs. That is why, […]
To be successful with a SaaS product (Software as a Service) it is not enough to just create something useful, it is also necessary to invest in conversion optimization.
In fact, one of the great advantages of working with the subscription model is precisely the opportunity to increase the customer base without necessarily increasing operating costs.
Therefore, it is worth investing in the optimization of each step of the conversion process– which for the most part is automated – in order to extract the best possible results.
To help you, we have prepared a detailed list with several practical tips that you can apply to your SaaS business and increase profits. Come on?
1. Keep the value proposition clear
Especially when we are talking about landing pages, which are among the main resources of a SaaS business to convert customers, it is essential keep the value proposition very clear.
Your offer cannot seem empty at any time, because the second that happens the visitor will abandon the page.
Therefore, 2 central factors must be observed to make your landing page always make the value of the offer evident. They are:
CTA is the most direct invitation for visitors to accept your offer, and it needs to be irresistible.
For that, it is necessary to choose the words and create a contrast between the CTA and the rest of the page, so that the person realizes that this is something to which they should pay more attention than normal.
The rest of the written content, such as an explanation of what the product looks like, etc. it should also help to show the value of the offer. How?
Use easy to understand words , and form short sentences that go straight to the point. Just be careful not to just form catch phrases, which instead of attracting can distract the audience.
2. Use convincing social evidence
Social evidence plays a major role when it comes to convince visitors that they should give your product a chance.
On the other hand, using worthless or appealing social evidence can opposite effect and stop them from taking the product seriously.
To prevent this from happening, you can explore one of the following 4 types of social proofs – or even combine more than one of them – to convert better:
Testimonials from other customers are always welcome to show that others have already benefited from your product.
Ask some of your most loyal customers to tell you how the product has helped them and post those opinions on the website.
Take care that the testimonials are not too impersonal or look robotic.
Some SaaS businesses who already have a high conversion rate put dynamic counters on the page, showing how many new customers registered that day or week.
This indicator is a powerful persuasive factor, because when seeing the high numbers the leads become much more likely to see the offer as positive and consider the purchase.
More detailed case studies can also give you a good sense of how the product creates value for customers.
Unlike testimonies, which briefly present the opinions of some individuals, case studies can go deeper into the product and even have testimonials from different people within the same organization.
Another very convincing social proof is to show a list of outstanding clients. Just by seeing the logos in evidence, it is likely that the leads already give more credit to your brand.
It’s just not worth cheating: if your customer is a McDonald’s supplier, there’s no point in having the logo highlighted as if the fast-food giant bought directly from you.
3. Eliminate page distractions
The more distractions, the lower the chances of conversion, it’s that simple!
So, a golden rule for conversion optimization is precisely to eliminate everything that is not absolutely necessary for your goal to be achieved.
Here are 3 examples of elements you should completely eliminate or, at least, be careful not to hinder your page’s performance when converting customers:
Navigation elements such as menus, sidebars and links that are usually in the footer should be eliminated.
None of this will contribute to the person accepting your offer, they are just distractions that hinder this action.
So, leave the navigation elements aside and concentrate only on explaining the value of the product and working on CTA.
Do you have an amazing e-book that can benefit precisely the persona on your landing page? Great! Who knows you can offer it afterlet her become your customer.
Now is not the time to make that offer. Before, focus on what will make you profit , which is to get the person to use your SaaS product.
Instead of using too many colors and taking all your attention away from your content, use fewer colors, and make sure you choose which ones they will be. But, how to choose?
First of all, learn about color psychology to know what emotions you want to provoke. Finally, do A / B tests on certain elements to find out what converts best.
4. Offer access to the product
As important as the other resources are, it is natural that before the conversion the lead wants to know the product well, don’t you think?
So, make sure he gets that chance! There are several ways to offer access, either directly or indirectly. Some means include:
Do you offer a free version of your product? Perhaps an entry version, in which the customer can upgrade later. There’s the access he needs!
You don’t need to focus only on paid versions, spread the free version more clearly, and then work to build loyaltyto the point of wanting to pay himself.
If you don’t have a free version, you may be able to offer a live demo of the product to anyone who is interested in it.
In this case, a face-to-face meeting is ideal, to close the sale at the end. But you can also offer live demonstrations over the internet, if that makes sense for your business and your persona.
If you are just starting your SaaS business, don’t worry so much about the scalability problem . Once you acquire a larger customer base this will be easier to resolve.
Another option is to put videos on your page or create a youtube channel highlighting the product’s features and showing how it works.
That way, the leads will not feel pressured to anything, but at the same time they will not lose the much desired access to the product.
5. Make navigation easier
One of the big problems faced by those who design landing pages is that after getting used to the layout and the decisions made, everything seems simple.
But some elements can never be left out, otherwise navigation can be impaired and conversions will decrease.
Make your page easier to navigate by paying special attention to these 2 aspects:
Plans and pricing
The explanation of what is included in the plans and how they are charged is often confusing and makes many postpone the purchase.
Simplify the way of charging as much as possible and choose your words well to explain how each plan works.
Ask yourself, “If I were the customer, would there be even 1% doubt about how everything works?”
Try to set up your page as the first step in a continuous interaction with the clients. After registering, what happens?
The onboarding process is essential so that new ones do not get discouraged from using your product and the abandonment rate ends up destroying all the good work done by optimizing conversions.
6. Work the sales funnel well
This element is not about the page itself, but about how visitors get to it and, more importantly, how they will leave it.
In other words, doing a funnel audit will help determine how many people will reach your landing page with real purchase intentionand how many of these will be converted.
The landing page is already part of the bottom of the funnel, where the customer needs to be convinced that his solution is the best for him.
But, before that, the top and middle content will also be very useful in order to prepare you for that moment.
If the base is well launched with quality materials, it will be easier to convert it at that time.
7. Track the right metrics
Metrics are also critical to optimizing conversions in any SaaS business, so we couldn’t stop talking about that, could we?
You need to choose the right metrics, which really give you valuable insights into how the page and the business as a whole are performing.
There is a lot involved in choosing and also monitoring these metrics, but it is worth going deeper into the subject so that your strategy does not suffer.
Following these practical tips will be essential for you to make a good conversion optimization in your business. Finally, by tracking the right metrics you’ll see what’s working and what needs to be adjusted so that conversions don’t fall.
In addition to optimizing conversions, there is much more that a SaaS entrepreneur needs to know. See now some must-see materials you have to know!