Subscription growth hack (by PayKickstart)
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Are you looking for more ways to boost your SaaS conversions?
I bet you are!
One of the most effective ways to increase your conversions and avoid investing more in attracting more traffic is to try and shorten your SaaS customers’ buying journeys.
The buyers’ journeys are becoming longer and more complicated, across the board. The average buyer journey is at least twice as long as it was just six years ago.
There are lots of factors behind this trend including:
To get a better idea of your buyer’s journey, here’s a great visualization from Gartner:
As a result, Customer Acquisition Cost (CAC) is quickly going up, as 60% of SaaS marketing agree, according to Hubspot.
One of the most effective ways to lower your SaaS company’s CaaC and increase your conversions is to shorten your customers’ buying journey. Here’s how:
The best way to shorten your buyers’ journey is… to make it shorter. It is actually quite obvious, but surprisingly few SaaS businesses consider this step.
Yes, every step in your sales funnel may seem essential but think of it from your customer’s perspective. At just about any step they may be distracted to never return or have their session expire and lose patience.
No wonder “Buy now” buttons are being introduced by so many sites in the B2C niche. The fewer steps required, the faster the purchase.
Try PayKickstart’s customizable checkout pop-up widgets which will allow your customers to pay or upgrade with one click of a button without having to load a new page:
Online research is the biggest part of your buyer’s journey. How much of that research can be conducted on your site?
Developing a consistent sales enablement content marketing strategy is a must for just about any SaaS company:
You want that content to always take your prospects back to your site again and again.
To make your content strategy even more powerful, use personalization to better engage your returning users. Finteza allows to create re-marketing campaigns based on the user’s previous interactions with the website. It is a great way to personalize and shorten your sales funnel:
Further reading: How to Increase Conversions with Personalized Marketing
As your SaaS prospects have so many options to consider, why not help them make a decision right away, even if it’s an emotional decision.
Urgency has been used in marketing for ages, and it still works like a charm. Announcing limited-time offers and countdown timers are great ways to create a sense of urgency and increase your conversions.
PayKickstart offers a customizable countdown timer that’s easy to set up and use. You can add a countdown time using PayKickstart by following these steps:
Your platform may be the best on the market but have you done a good job telling your customers how? Whether you attracted your lead from organic search or a Facebook ad, they are most likely to compare you to your competitors before making their purchasing decision. How well are you prepared?
SaaS pricing pages cannot be taken lightly. There’s a lot to tell there:
You want it to convince your leads or free trial users to upgrade but you also don’t want to overwhelm them.
Use Surveys to identify key points your customers have used to make purchasing decisions and reflect those on your pricing page. You may want to use A/B testing to choose a better performing pricing page.
Shortening your customers’ buying journey is no easy task, and it is never quite done. Your competitors will not remain the same as well, so you will have to come up with new and new tactics to keep your prospects on your site and have them complete the buying process without leaving.
I hope the 5 tactics above are a good start! Good luck!
Ann Smarty is the Brand Manager at Internet Marketing Ninjas, as well as co-founder of Viral Content Bee. Ann has been into Internet Marketing for over a decade, she is the former Editor-in-Chief of Search Engine Journal and contributor to prominent search and social blogs including Small Biz Trends and Mashable. Ann is also the frequent speaker at Pubcon and the host of a weekly Twitter chat #vcbuzzRead More About Ann Smarty