SaaS Marketing Part 4 – Turning Testers into Customers.
As the user’s product experience shifts from the imagined to the actual, a positive trial experience becomes critical.
Users will be concerned about granular features that are specific to their situation. Most SaaS products offer high levels of customization and flexibility for unique workflows, so the devil is in the details. They need to know that the product has the right nuts and bolts – and that their easy to use.
Unfortunately, some products have hundreds of features. If you’ve been able to segment your audience by how they use the product and have a good idea about what those segments need, tailoring content to each target is easier.
Using trial behavior to score leads.
Many companies establish a criteria for evaluating trials users to determine which ones are most likely to convert. By looking at what features your paying customers used in the trial, you can determine what activities should give a trial user a higher score.
Some sample activities/metrics that indicate serious interest include:
- How much time did they spent in the app?
- Did they try to integrate the app with another web property or software?
- Did they attempt to call support for further questions?
- Did they visit the company website, FAQ, or support pages during their trial?
- Did they invite other users to explore the app with them?
All of these actions should be part of your CRM’s lead scoring criteria and flag users for further contact by triggered communications or a sales rep.
Pro-tip: It might be useful to push users toward these metrics and actions in the app’s UX so you have more confidence in each user’s lead score.
More tips on turning testers into customers.
- A/B test your onboarding emails (the first email you send after someone becomes a user). These communications are critical to expressing your brand and building the relationship you’ll need to close the deal. That email must be as effective as can be. Including an action (e.g. a simple question) in the email, you can determine how engaging each email is by tracking responses.
- Avoid sales CTAs in your welcome emails.
- Use email addresses that users can reply to.
- Provide very clear getting started instructions. It seems obvious, but apparently, it’s not.
- Create urgency, but be authentic. Use value-added messaging before trial expirations, promotions or feature updates could convince trial users to covert.
- For engaged users with high lead score, extend the trial period (and thus your drip campaign).
- Create behaviorally triggered emails that deploy when a feature is used within the demo app, a certain link is clicked within an email or website, etc.
- Request feedback from trial users.
- Create milestones for trial users – special messages created when they use features or complete setting up a feature that encourage them to explore the system.
Tell users of what’s to come.
Finally, talk about the future of your product – what’s to come. Users live in dynamic markets and industries. Give them some insight into how your product will continue to innovate to their needs. They will want to know that the app will grow with them and provide features that other software providers may not.
- Convert trial users to paying users.
- Lead to Conversion Metrics.
Read all the articles in this series:
John Armstrong, Account Director
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