SaaS Marketing Part 2 – Attracting the Right Visitors.
Getting visitors to the website is one thing, but getting the ideal customer to take the time to explore your SaaS offering is easier said than done. Online consumer behavior is tricky, even for those marketers who know a lot about their target audience’s purchase habits.
Too much information is a killer. Focus on the needs of the ideal customer. Inevitably, pricing is always a priority. Support it with value-added messaging, make it easy to understand and find. If you’re fearful of your price, the reader probably will be too.
Don’t expect sales contacts or trial account sign-ups just yet. Corroborating the value of your product with colleagues, online forums, review websites, etc is part of the reader’s purchase path. Helping that along is the next “step.”
Prioritizing product messaging.
Depending on how many audience segments you’re targeting – or how many features your product has, you may have to make hard decisions about what one or two differentiating features will bring in the most leads.
The purpose of simplifying the message is to make it more powerful. Less is more. We consider content as first Tier and second Tier. First Tier content is what will make people sit up and pay attention. This could be the same for each segment – or different for each audience segment. Second Tier content is the detail that helps readers feel confident that the application does what they need it to do.
The story I often use comes from a client whose sole priority was to get people to watch their compelling (and expensive) intro video. My solution was to get rid of almost everything on the webpage, and give readers no other choice of action but to watch the video and then follow a strong call-to-action. While overall engagement on the website went down, the number of quality leads went up significantly.
The bonus effect was that it created a single conversion path that was easy to analyze and optimize using Google Analytics.
Multiple audience segments require multiple conversion paths.
If you find that you need different Tier 1 or Tier 2 content for each segment, create multiple landing pages tailored to each type of reader. In this way the homepage of the website might be simply categorizing readers and directing them to the content that is most relevant to them. It’s a painless user experience for the reader, but showcases how useful the product is to a wide variety of people.
Prioritizing product features.
Whether you have one landing page or 10, you’ll need to determine what features are most important to the purchase decision for each segment. By this point, you should have significant feedback from beta testers to understand what features are table stakes and what need to be called out. The point is to avoid detailing features for a segment that will have little use for them, and focusing reader attention on what is critical to doing their job or making their life easier.
The goal here is to showcase the value of each pricing category. Content layouts that explicitly and transparently compare features do well to eliminate doubt in the value of each level.
Pro-tip: A/B test to determine your optimal number of pricing levels.
Here’s a great article from Kissmetrics with a nice analysis of pricing/conversion strategies.
Value of the Demo.
The obvious benefit of offering a demo or freemium service is putting your product in their hands to experience the value of the service for themselves and perhaps even becoming dependent on it. However, another benefit is that it introduces another touchpoint for communicating with the user: in-app messaging that either closes the deal or promotes a higher price category. Take full advantage of this and other communication channels (especially email) to highlight important features, updates relevant to that segment of user.
The power of proof.
The usefulness of reviews.
Unless you’re marketing a single use mobile app or another SaaS that doesn’t require a lot of financial or mental investment, people will go online to find reviews or opinions about the product. Be proactive and take advantage of that.
Promoting good reviews.
If there are websites that have reviews useful to your business, use your in-app communications and outbound marketing to increase ratings and number of reviews on these sites. Asking for or even incentivizing reviews can pay huge dividends if you’re confident that your user base loves your product. Place links and some brief copy or call to action on your website and in external communication to drive readers to see or offer reviews. It adds transparency, authenticity, credibility and gets your user quicker to the purchase.
- Generate new, quality leads.
- Website bounce rates.
- Measureable engagement on key pages.
- Number of returning users.
- Unique visits to important pages in the purchase path.
Read all the articles in this series:
John Armstrong, Account Director
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