The conversion game for SaaS is different from that of its contemporaries like eCommerce and hyperlocals. With different purchasing cycles, business objectives and unique success metrics, the field for B2B SaaS conversions is surely an interesting one.
A staggering 86% of SaaS marketers have understood that to get their conversions right – their prime focus should be on acquiring new customers. Whether it’s maintaining a sizeable budget or getting the extra manpower, no stone is being left unturned in getting the conversion numbers right.
And therein lies the problem, despite having the right focus and dedication, many SaaS companies fail miserably to get their returns. In moments of desperation, marketers try to take a cue from e-commerce and other industries – they believe the only way that can get a second chance at converting is by pumping more resources and assigning bigger budgets.
But, the fact of the matter is: these conversion failures have nothing do with money; it’s about the mistakes that SaaS marketers are committing, either knowingly or unknowingly. Marketers have to understand that SaaS conversion processes cannot be compared to other industries, simply because SaaS is a different and a more complex industry.
The unfortunate part is that if these mistakes continue to persist, it can eat up your SaaS business. You have to be mindful of these mistakes if you hope to get quality conversions and sustain your business.
Here are are five painful conversion mistakes that you should always avoid:
1. Failing to Prove Your Expertise
A SaaS audience is a tough crowd to please, you always need to be on top of your game. For driving conversions, you need to portray your organization as a genuine thought leader in the industry. Your brand is seen as a resource hub with high level expertise.
To become a thought leader in the industry, focus on your content marketing. Weak content can fail to validate your claims of being an ‘expert’. Prior to engaging with your site, B2B users carry out an average of 12 searches and if they do not find relevant content, they will not proceed ahead with you.
Create content which balances customer expectation with your offering/expertise. If you overshoot or underplay with your content, a distortion will be created between what users perceive to be your expertise than what it actually is.
Another way your SaaS can fall short on proving relevant expertise is by assigning the wrong keywords. Ranking on irrelevant keywords can set unrealistic expectations from your SaaS.
Say, you’re a SaaS company which provides ‘customer support collaboration tool’, if a user is searching for ‘social media collaboration tool’ and your SaaS comes up, it will can negatively affect your Google rankings and make you seem unreliable.
Takeaway: Along with creating strong content, do a thorough keyword research before executing your SEO strategy.
2. Features over benefits
An email template is a feature, but when an email template saves time by automating repetitive emails – that’s a benefit. Users want to know how your product can help them with their needs, that’s the sales Go to the full article.
Source:: Business 2 Community