3 CRO Tactics Every SaaS Business Should Employ

  • Start lead generation with what they want, not what you want.
  • Increase the cost of your trial.
  • Understand the relationship between your trial conversion rate and purchase conversion rate.
  • See what’s for sale.
  • Download a drawing.
  • Tell you their dog’s name.
  • Tell you their size.
  • Enter their ZIP code.
  • Get one recommendation.
  • See their rating.
  • Enter the type of car they own.
  • Tell you their preferred color.
  • Tell you their current mood.
  • Tell you their favorite artist.
  • Include Social Proof. The bottom line is word of mouth is still king. Social proof provides the closest thing to word of mouth advertising right on your site.
  • Get Micro-Conversions. Most visitors want to research and see value before they purchase. Give them a handful of ways to research that will allow you to keep in touch. This can be an ebook download, a newsletter signup, a free trial, or something similar. Get to know each other before you pop the question.
  • Optimize for the right metric. Do you care about
  • visit → trial,
  • visit → sale,
  • visit → qualified trial,
  • or visit → active user?
  • Because you have a recurring customer base to track, cohort analysis can be used to track longitudinal data in what I think is a far easier way than something like e Commerce.
  • Focus on retention. As Brian Balfour said, “growth is good, but retention is forever”.
  • Offer Free Demos or Trials. Companies should have an option to start a free trial, or at least, have an opportunity to schedule a demo to learn more about the software.
  • Optimize Calls to Action. Another simple tactic companies can leverage is creating more effective CTAs.
  • Improve the Mobile Experience. Finally, companies can leverage CRO to improve the mobile usability experience. Just because the mobile version of a site passes the Google Usability Test doesn’t make it a solid user experience.
  • Stop using pop-ups to capture email sign-ups. Data we’ve collected over 9 years has shown that pop-ups are intrusive and ineffective. But your pop-ups help you get more email signups, you say? That’s great, but how valuable are those leads?
  • Avoid corporate jargon. Depending on your particular audience, some will be up on industry vocabulary, but many will struggle to understand.
  • Involve your customer success and customer service teams in website content updates. Ignoring feedback from your customers will cause you to miss invaluable lessons.
  • Do something that doesn’t scale. Make something that does not scale during the trial period to improve conversion rates.
  • Be human. People love to talk with other people, and your users love it too.
  • Guide them to activation. Let your user know the power of your tool as fast as you can.
  • Extreme Focus. This first one is super-obvious, but can’t be left out.
  • Enhance The Facade. People buy things as “props” in the story they’re telling themselves about who they are.
  • Check Your Own Emotion: This isn’t about you. You’re not being rejected (nor loved); the product is (or the page, or the headline, or the offer, or the CTA, etc).
  • Stop hedging your bets out of fear.
  • Remind the buyer who they’re trying to be.
  • Outsource your CRO if you really want it to work.
  • Extend Trial Periods. Most SaaS products resort to a standard “14-Day Trial Period” or a “One-Month Trial Period” which is not enough for users to get convinced.
  • Custom Landing Pages. The landing page is one the most underestimated CRO techniques.
  • Bringing In The Human Touch. Most SaaS owners try to automate most of their communication with customers to minimize dependency, but this is one of the biggest conversions mistake they make.
  • Pricing page. Probably is the most clicked link in your homepage menu, isn’t it?
  • “Is this for me?”
  • “What’s the right version?”
  • “Why should I pay for this tool?”
  • “Is it worth it?”
  • “What should I do?”
  • “Can I try it for free?”
  • “What’s the difference between basic and premium?”
  • Product discovery. Don’t assume that users will use the free trial period as you envisioned it.
  • Onboarding. In a SaaS project the Conversion is not the signup, but the paying subscriber.

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