Optimizing a SaaS Website to Increase Conversion

Optimizing a SaaS website to increase conversion banner


You’re building your SaaS firm on hard mode if you don’t have a strong website. And if you do that, your conversion rate is likely to suffer as a result.

It doesn’t matter how amazing a SaaS solution is if you can’t convince people to subscribe to it.

Your website is crucial in advertising your product’s value. The fact that the product is purchased and accessed online distinguishes SaaS enterprises. It’s on their websites that prospective customers begin assessing the product. What they see ultimately helps them decide whether or not to become a subscriber.

When you consider that a large percentage of users are small businesses, the role of a website in SaaS lead generation becomes clear. A website conversion rate thus becomes a key determinant of business expansion. It is for this reason that it must be continuously optimized.

We’ve gathered the most important Conversion Rate Optimization (CRO) tips in one post. They come in handy in helping you get started improving your SaaS website.

But first let us know, when using analytics on your website, what do we mean by the term ‘conversion’? Let’s define the terms conversion rate and conversion rate optimization.


So, What is Conversion Rate and How Do You Improve It?


The number of trailing users who have yet to become paying customers is the SaaS conversion rate.

Assume your website receives 100 visitors each day on average. And roughly ten of them buy your solution on a daily basis. As a result, your conversion rate is around 10%. It is defined as the percentage of people who become users to the grand total of visitors to your website.

Assume you need 20 conversions every day to reach your income targets. One way to do this is to increase the number of visitors to your website from 100 to 200 each day, with a 10% conversion rate. To realize this, it entails additional marketing, acquisition, and traffic-driving costs.

Conversion Rate Optimization (CRO) is another way to go about it. Understanding what prospects want when they come to your website is what CRO is all about. It entails examining how they engage with your website and your offerings. Its sole purpose is to convert more website visitors into action takers gradually.

So, let’s assume you’re looking at your website’s funnel and user behavior at various stages. To boost your conversion rate to 20%, you identify the processes that are causing drop-offs. You then find ways to optimize them. As a result, you can quadruple your conversion rate at no additional cost.


Tips for Increasing Conversions on Your B2B SaaS Website


1. Figure out what your value proposition is


Your value proposition is the first impression you make on potential customers. Hence, you should consider how it does so. Is it motivating? Specific? Is there a clear call to action here?

We all want a simple solution, but there is no one-size-fits-all formula for a value proposition. Fortunately, you can figure out what you would like to concentrate on with a little trial and error.


3 Formulas for Value Propositions:


  • What is your SaaS product? Include a short, concise statement that explains your product
  • What does your SaaS product do? Outline the product’s purpose.
  • What can your SaaS product be used for? Summarize the product’s potential and what the customer can achieve through it.

The following are the best value propositions in general:

  • Targeted – make it obvious who the product is intended for.
  • Specific – If it can be used on another product, it isn’t specific enough.
  • Unique – Set your product out from the competition by being unique.

Finally, choose a value proposition that will stick in people’s minds. Understanding your target market is the quickest method to do so.

Consider asking your users these questions:

  • What is your motivation for interacting with our brand?
  • What issues are you dealing with?
  • What are you searching for in a solution?

The best part is that you won’t have to invent anything new. You may study what the best SaaS websites have accomplished. What have they done to boost the number of people who sign up for their SaaS products?

Here are a few pointers to help you get started:

Ask open-ended (rather than multiple-choice) questions. This helps you capture a variety of languages for effective consumer communications. Listening to their common language might help you better grasp how to frame your own content.

Consider when the best time to ask your users a few questions through:

  • Asking a series of questions when a user registers
  • Performing website-based polls
  • Conducting user behavior analysis

It’s critical to focus on particular features based on user feedback. In fact, many parts of your company may already be conducting this form of customer research. The challenge today is identifying and implementing it. Talk to your teammates and share your findings. Make every effort to obtain genuine consumer feedback.


2. Use a variety of marketing channels to generate more leads


Suppose you have a high-priced product and a thousand visitors from a low-income country arrive at your pricing page. Your conversion rate will certainly drop. Likewise, conversions will be difficult to come by if you try to sell a business sales software package to university students. Some of you may think they are self-evident. Nonetheless, we see these blunders repeatedly!

Don’t be concerned about the most up-to-date social media platform. Instead, focus on one or two low-cost marketing platforms that can reach your clients. Attracting more qualified leads increases your customer acquisition rate.


3. Lead nurturing


In terms of conversion rate optimization, how can content marketing help your SaaS business? Sign-up forms and pop-ups abound on SaaS blogs. They invite visitors to download a free tool, white paper, or an ebook in exchange for their email addresses.

It’s worth noting that your content adds value to prospects. It persuades them to try or buy your solutions.

Other things you can do to help build your CRO through content:

  • Encourage them to sign up for the newsletter to receive special information.
  • Use automated email marketing campaigns to build relationships after customers sign up.

When it comes to SaaS, it all starts with a lead. In the end, lead nurturing will result in inactive, cold leads becoming warm over time. The ultimate goal is to finally see them converting.

Resist the urge to bombard prospects with daily emails and retargeting for your product’s premium edition. Don’t put them off with a hasty proposal. Instead, learn about their interests and problems. Show them how the premium plan will solve their problems.


4. Put a Fair Pricing Strategy in Place


SaaS companies use different pricing strategies. Each contributes to improving your conversions. The trick is to figure out which is the best for your company based on the difficulties you can address and the services you can provide. The following are the most common SaaS pricing models:

  • Free trial. It allows access to all features for a short time. When the trial period expires, a purchase is necessary.
  • Freemium. It has limited capability for an indefinite period of time. An additional payment unlocks advanced functionalities.
  • Customized plans. It is based on each user’s individual requirements
  • Pay-for-scalability or Pay-as-you-go. It involves paying for various features separately.

The most popular competitive pricing models in 2021 are the first two listed above. Let’s take a closer look at each of them.

A free trial helps to give potential clients a sample of your solution. It helps them decide whether or not it is right for them. This approach appears to be a total win-win situation at first glance. Your customers will be able to trial the product for free. On the other hand, you will have a large number of conversion opportunities.

However, most potential consumers aren’t in a rush to upgrade, so you’ll need to employ a few CRO strategies.

The first thing you should do is change the length of your free trial. According to studies, a 14-day free trial is ideal. The next step is to determine whether your free trial will need a credit card. If you don’t make this a requirement, you’ll probably get a lot more people to sign up.

The freemium model lets users use your software for as long as they like for no charge. Adding more features, on the other hand, will be costly. This strategy is great for gaining a lot of sign-ups and raising conversion rates.

However, there’s no assurance that you’ll make any money using it.


5. Incorporate social proof


The basic line is that word of mouth continues to reign supreme. On your site, social proof is the best alternative to word-of-mouth promotion.

Have you worked with any well-known brands? Are your clients ecstatic about your company? Make that proof the focal point of your presentation.

Consumers are more comfortable making decisions when they see social proof. Request that the SaaS sales staff call one paying subscriber each week to request feedback. If the feedback is positive, request a testimonial from the customer. This method allows you to have a deeper understanding of your current clientele. If they’re having trouble with the application, do everything you can to help them.

More social evidence, whether in the form of reviews, customer references, or case studies, improves the effectiveness of any SaaS business strategy. Reach out to your existing consumers and pay attention to their input. They already know, like, and trust your firm.


6. Enhance Navigation


Because a website’s navigation is its backbone, make it as simple as possible for consumers to begin their journey into the conversion funnel. A good site should be simple to navigate, allowing visitors to go wherever they want on the internet without hassle.

You want visitors to a SaaS website to be actively considering your product features. Therefore, don’t overwhelm them with superfluous extensive data and numbers that could lead them astray.

Set your CTAs strategically and effectively on your website if you’re offering a “Buy Now,” “Sign Up for Industry Insights,” “Free Trial,” or something else.

Make sure your contact details are readily available since qualified leads will want to reach out to you. While they’ll see your CTAs, they’ll require instant access to more detailed information.


7. A/B testing your call-to-actions


A/B testing is the process of comparing two options. CTAs are a tried-and-true method of increasing website conversions. It helps to keep you in an experimental mentality and provides a structure for building better-converting rate versions of your website. According to Unbounce, About 9 in 10 visitors will read your CTA copy after reading your headline.

Make sure you’re just testing one thing at a time when running A/B tests so that the findings are genuinely useful. When determining what to test, carrying out the experiment, and assessing the results, you should follow the scientific method.


8. Create a mailing list


Upon signing up for a free trial, most customers may not be prepared to buy your product straight away. If you don’t create a relationship with your clients and nurture them to buy your product, you can lose a lot of them.

Email marketing is the most effective method for developing relationships with your consumers and converting them into paying subscribers.

You may send introductory emails to your users during the trial period. Focus on creating engaging experiences that provide actual value to them.

You may send behaviorally prompted emails based on customers’ previous engagements with you to improve conversions. This allows you to send them personalized emails that address their specific needs.


The Need for SaaS Website Optimization


With SaaS, it’s all about impressing customers with the first click. Your SaaS conversion rate will be higher if you make a good first impression.

Growth and revenue are directly linked to increased conversions. That’s what’s going to keep you one step ahead of the competition and give you the edge in the market. So, put your best foot forward and give it your all!

SaaS optimization can be as tough or as simple as you wish.

A number of variables are always changing. And, because SaaS organizations typically have fragmented optimization teams, comprehensive optimization can be challenging to achieve at times.

This is where you can apply the steps discussed above. This ensures that optimization is simple and that you are always one step ahead of the competition.

For more SaaS Marketing articles, check out our blog here.


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Ken Moo