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 pitch that many SaaS websites fail to provide.
Your SaaS needs to put the customer in the spotlight than the product itself. That’s when you will able to create a culture where your SaaS becomes a ‘problem solver’.
Having said that, do not assume that features have no relevance. It’s simply that – feature tells the customer about your SaaS and benefit sells your SaaS to a customer. If you are trying to figure out which one of them should get the preferential treatment, as a rule of thumb, follow the 80/20 rule. A good 80% of your content should focus on customer benefits and 20% on product features.
Takeaway: Create copies which have a healthy mix of features and benefits.
Here’s an example how you can combine features and benefits to your main copy in order to get quality conversions.
3. Asking for too much info
In the SaaS realm, data drives everything – any strategy without data is unthinkable. A large chunk of data comes from the information provided by users, this includes – login details, choosing categories, ordering details, and more.
SaaS marketers tend to go overboard by trying to squeeze users for information. They end up asking too many questions, making the checkout process longer and complex, which is not a healthy practice, since complicated checkouts contribute 27% of total cart abandonments.
To gain information from users without hurting your conversions, remember these points:
- Ask information at the end of the funnel, not at the top nor middle of the funnel.
- Collect customer feedback only when it does not interfere with what users are doing. For eg: give a phone call right after a user has availed your support services, they will be more willing to give their feedbacks at that moment of time.
Takeaway: create a system of asking information without driving away of customers, and monitor it regularly.
4. Showing marketing fatigue after user sign-ups
Marketers spend a considerable amount of resource to get customers hooked to the free trial period. After spending on ads, influencer marketing, referral programs, when finally users sign-up to a free trial, marketers assume they have achieved their targets. But, in reality, they have achieved only a part of it.
The end goal of any marketing is converting visitors into paying customers, a free trial is a means to this end. It’s surprising that a marketer’s excitement fizzles down once the user has signed-up for the free trial. They are lethargic at coming up with strategies that would encourage customers to upgrade to the premium version, this leads to ‘limited’ user onboarding.
Limited user onboarding leads to ‘stacking’ users in the free trial version and since no money is made, it decimates your entire marketing plan. To save your conversions, create a sequence of customer onboarding strategy – the first sequence can be aimed at getting users into the free trial, the second sequence will convert trial users into premium users.
Takeaway: Optimize your user onboarding for converting trial users into premium ones.
Here is an example of you can encourage trial users to become paying subscribers.
5. Weak CTA
Many SaaS fail to come up with a call to action (CTA), that is relevant. Marketers undermine the effort it needs to plan and execute the perfect CTA. Due to which, many marketers try to forge replicas of successful CTAs, without considering if it even compliments the objective.
If your CTA is not getting the desirable clicks, then you are making one of these mistakes:
- Multiple CTAs on your home/landing page – They lead to lack of clarity and will only end up confusing the user.
- Unclear copy – Your message is unable to communicate what a user can expect after clicking the button.
- Wrong place – Your CTA is put at a place where it’s neither visible nor readable.
- Bland colors – Certain colors catch instant attention, make sure the color of your CTA button attracts users, at the same time, it matches with the aesthetics of your website.
Takeaway: Keep monitoring the performance of your CTAs with A/B testing.
Here’s an example of how multiple CTAs with different copies reduces the clarity of the message. There is a confusion as to what users are expected to do: take a free trial, schedule a demo, download the white paper, learn how the tool works or how it can help my business.
Don’t be disheartened if you have been making these mistakes, the better way to go about it is by learning from them. Apply the takeaways and prop your conversions to glorious heights.
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- 5 Painful SaaS Conversion Mistakes You Should Avoid - June 13, 2017