To say the least, managing and optimizing a website can be difficult, particularly in this day and age. Just when you think you’ve mastered the art of juggling various site components, something unforeseen may appear to add to your already lengthy list of problems.
The challenges are much greater when it comes to SaaS websites. By the end of 2021, the global revenue of the SaaS industry is projected to reach $113 billion!
Let’s just say that the phrase “competitive ecosystem” is an understatement, since optimizing for conversions and getting your company in front of the right customers is a difficult task.
The first step toward the ultimate goal of rising revenue is to develop a conversion rate optimization strategy.
When it comes to increasing your SaaS conversion rate, there is no foolproof strategy.
However, some methods are more effective than others. We’ve identified the ones that any SaaS company should pursue when designing a high-converting website with the help of one of the best web design agencies in New York.
Table of Contents
Optimization of Conversion Rates in SaaS Companies
Before we get started, let’s define SaaS. Software as a Service (SaaS) is a cloud-based service that allows you to access and use software without having to download it.
From simple office organization tools to business networking networks, the software application/service/product may be anything.
SaaS firms, like any subscription business model, have a complex buying period. In other words, you must consider how to generate new leads, how to optimize your offer and communicate it effectively, how to manage and optimize in-product operation, and so on.
Accessibility, compatibility, management, and, most significantly, lower cost as compared to traditional software download and installation, both of which open the door to new markets and a broader variety of companies in all sectors.
SaaS businesses are becoming more customer-oriented in order to maximize conversions, with the aim of creating a custom-tailored and seamless customer experience.
The consumer journey is where the conversion rate optimization process begins and finishes, so you must improve every part of your marketing strategy. From the first time anyone sees your website on a search engine results page (SERP) to the subscription process, everything is important.
Create a clear and distinct value proposition
We’ve already discussed how fierce the competition is, and how frustrated online users are by the sheer number of different SaaS items. When they’re about to make a purchase, they’ll want to know what sets you apart from the competition.
Your homepage should clearly and attractively show your unique value proposition (UVP).
It should be summarized in one or two short sentences that explain the advantages of your product or service and how it meets their (often unmet) needs.
It should be included in the headline, which is the first item that the tourist notices. It should be scannable, quick, and easy to remember, and it should tell the reader who you are, what you do, and why you do it right away.
Don’t try to be innovative or clever; consistency is much more important than witty wordplay (though if you manage both, congratulations!).
Of course, a unique selling proposition (USP) is far more than a catchy slogan or headline; it is the cornerstone upon which you create consumer confidence.
Since navigation is the backbone of a website, make it simple for users to begin their journey toward the conversion funnel. A good homepage should be easy to navigate, and navigation should enable visitors to go anywhere they want on the web without difficulty.
For a SaaS website, you want to make sure that visitors are actively thinking about the product features, so don’t confuse them with unnecessary long data and stats that might lead them astray.
If you’re providing a “Free Trial,” “Sign Up for Industry Insights,” “Buy Now,” or something else, position your CTAs strategically and appropriately on your website.
Additionally, make your contact information (phone number, email address, social media links, etc.) easily accessible, as a qualified lead would want to contact you. They may see your CTAs, but they will need immediate access to additional or specific information.
Analyze and Study
To really understand your target market, you must put yourself in their shoes. Consider probing the website and making a purchase as if you were them.
Depending on who your ideal customer is, your conversion rate optimization approach would be different. Are you aiming for large corporations or are you marketing directly to consumers?
You can’t please everybody, so don’t try. Your customer conversion rates will suffer if your message is too broad or generic.
Spend time engaging with your clients and/or conducting qualitative and quantitative market research.
You’ll be able to learn more about your guests, including their demographics, behavior patterns, age, interests, and place.
Qualitative research enables you to understand their motivations, thoughts, and desires from their point of view, allowing you to create a more convincing deal. Polls and surveys are a little out of date, but if they work, why change them?
Quantitative analysis allows you to use Google Analytics or other similar tools to monitor their on-site activity.
Use heatmaps to evaluate which parts of your website your users find the most interesting and clickable, perform usability tests, and so on.
Combining your research will assist you in prioritizing activities and addressing future problems before they arise.
Make use of social evidence
Never undervalue the effectiveness of social evidence as a conversion rate optimization strategy. Listing social evidence is a powerful psychological technique for persuading the clients.
Social proof is important in any marketing campaign, but it’s particularly important in the highly competitive SaaS market.
Let’s return to putting yourself in your customers’ shoes. Who are you going to believe? Is it better to have a website that boasts about its own product or a real-life happy customer? The majority of people will opt for the latter.
Use Visual Material
Humans, as previously said, are visual creatures. Visuals (videos, information-dense images) are processed much faster than text by the average person. In reality, 90% of customers prefer to watch an explainer video rather than read the same written material.
You can use graphics to show off your product’s advantages and features, advertise it, or tell your brand’s story.
Produce High-Value Content
Yes, you read that well; however, just because we appreciated the visual intensity doesn’t mean you can ignore the copy — on the contrary. Quality copy can not only work in tandem with the visuals and overall design, but also stand out on its own.
Although important, having well-researched keywords is insufficient; quality copy should organically interweave them into website material.
Aside from excellent web copy, industry-related blogs, tips, and perspectives should be your primary target.
Make the content portable by avoiding long paragraphs and sentences with a lot of words. Avoid fluff at all costs. You’re not here to waste your customers’ time; you’re here to promote your product. This leads us to the following point…
Leads Should Be Nurtured
What role does quality content play in the conversion rate optimization of your SaaS business?
To begin, ensure that your blogs provide value to your readers while also persuading them to try your product. In return for their addresses, give your prospects the chance to sign up for your newsletter or other exclusive material such as eBooks, guides, white papers, or a free trial.
Using the right email marketing practices to improve the relationship after they’ve signed up. That way, a cold or inactive lead can be enticed to become more involved over time, ultimately leading to conversion.
Don’t bother them with regular updates, as this is ineffective and irritating.
Make the process of signing up as simple as possible
Make the sign-up forms short, legible, easy-to-use, elegant, and professional, whether they’re signing up for newsletters or a full service subscription.
Forms on the internet are a critical conversion point. The best way to go is to have an easy, seamless sign-up process. Asking for too much information can lead to unwarranted suspicion.
Invest In Pay-Per-Click Ads
Though organic search engine optimization (SEO) is preferred, pay-per-click (PPC) services can win the fight in the long run, so it’s best to combine the two.
PPC broadens your audience and maximizes your conversions by increasing your online visibility.
Visitors who arrive via PPC are 50% more likely to make a purchase than those who arrive via organic means.
Conduct A/B testing before investing in paid advertising to see which ads, what form of ad copy, and which targeted audience provide the most value to your business.
Fair and Value-Oriented Pricing
Customers have a lot of choices when it comes to SaaS goods. It’s reasonable to assume that they’ll compare your services and prices to those of your competitors, especially if your goods are more expensive.
How are you going to persuade them to choose you? To do so, make a personal connection with them, concentrate on how your product benefits them, and highlight your brand’s values and ultimate goals.
On your pricing landing page, have a comprehensive FAQ section and/or a custom chatbot where they can get answers to their most popular questions.
When it comes to pricing, the most common SaaS model includes features like:
- Freemium – a paid service with a limited number of features.
- For a limited time, you can try out all of the features for free.
- Pay-as-you-go – paying for individual features as you use them.
- Custom plan – selecting and paying for services based on the individual needs of the client.
The first two options are the most common (duh! ), but they’re also the most competitive, as they’re offered by almost every SaaS company.
A free trial helps your consumers to test out your product and get a taste of the features before deciding whether or not they need it.
Changing the trial duration is one of the most successful conversion rate optimization strategies. A two-week period is ideal. Second, consider whether or not a free trial includes credit card details. If you remove the barrier, you should be able to draw more prospects.
A freemium model, on the other hand, gives the customers unlimited access to the restricted features. Any additional feature, however, will come at a cost. You’ll also draw new leads this route, but there’s no guarantee they’ll convert.
When it comes to conversion optimization, keep in mind that there is no such thing as a “set it and forget it” technique. Continuous website performance reviews are needed to effectively champion your brand.
There is no such thing as a cheat sheet when it comes to SaaS website conversion rate optimization. It necessitates ongoing testing, trial and error experimentation, and a great deal of effort.
These activities, on the other hand, would undoubtedly lead you in the right direction. Just see them through to the end; results are on the way. Arriving.