By Shane Barker
Conversion rate optimization (CRO) for SaaS companies can be both more forgiving and more challenging when compared to CRO for a single landing page, product page, or checkout process.
SaaS has different business cycles, purchasing decisions, and key metrics. The free-trial-to-subscription business model means you need to be constantly “converting” – when your customers see the invoice at every billing cycle, they’ll decide if they want to continue the subscription.
CRO For SaaS is More Forgiving
The SaaS customer lifecycle means you’re constantly interacting with your customers, giving you multiple touchpoints to build trust and relationships with them.
There are more opportunities to test and refine your branding, messaging, and user interfaces to optimize results across the board.
In addition, the multiple touchpoints mean that incremental improvements in the individual stages can multiply to deliver a substantial increase in the overall conversion rate.
On the other hand…
CRO For SaaS is More Challenging
The flip side of having these multiple touchpoints in the customer journey is that there are more moving pieces – every customer touchpoint could either lead the users further down the customer lifecycle or cause them to discontinue the service.
This means CRO is no longer just for the landing page or checkout pages. It needs to be treated as a mainstream discipline that’s applicable to all stages of interaction with customers.
The approach to optimizing SaaS conversion rate requires a strategic approach, starting from understanding the complexity of every single step in the customer lifecycle:
Don’t be intimidated by the complexity of CRO for SaaS – instead, use it to your advantage to strategically build trust and relationships with your customers every step of the way by implementing these 7 CRO strategies:
1. Identify Strategic Touchpoints and KPIs
The relatively complex customer lifecycle for a SaaS business model means you have to plan out and measure interactions before users sign on, as well as further down the relationship, (e.g. 90 days after signing up).
Start by mapping out how your customers are interacting with your brand, and identify key performance metrics (KPIs) to optimize:
- Attract high-quality leads to sign up for free trial
- Turn free trial customers into active users with a well-designed onboarding process
- Convert users from free trial to paid plans
- Reduce churn rate with continual customer support
- Encourage upgrades
- Cultivate loyalty and advocacy that leads to referrals
2. Generate High-Quality Leads
To capture leads, you’d most likely be directing traffic to a landing page where customers sign up for your free trial.
You can tweak your landing page design till the cows come home, however if the traffic you’re driving there is not a good match for the offer, your conversion rate is not going to budge.
You need to generate high-quality leads that are most likely to convert. You can do so by:
- Driving high-quality traffic by making sure that the messaging of the traffic source is helping you attract the attention of your ideal customers.
- Creating multiple versions of the landing page, each with a slightly different messaging or emphasis to match Go to the full article.
Source:: Business 2 Community