Scroll to explore the SaaS Customer Journey from prospect to evangelist and see how to improve topline revenue through acquisition and retention.
Each stage in the journey is imperative to SaaS product growth.
While we may find a specific search phrase to achieve visits, we also might determine trials from that phrase don't purchase. This requires connecting dots across stages while focusing on optimizing specific tactics.
The key is understanding the metrics to look at in each stage as a daisy chain connected to revenue.
Are metrics that can help predict the trajectory of our efforts. Increasing impressions is good if we have a successful demo to purchase conversion rate for our paid channel.
We want to look at how much these channels drive website visits. Again, a prospect does not always equal an MQL or SQL, but we do want to examine our success rate of driving traffic.
The channels above are leading to website visits and from there become a marketing qualified lead.
For SaaS, a trial can skip the whole MQL stage to deliver visitors straight into being a Sales Qualified Lead. Enterprise SaaS companies may still require MQLs because they have a demo and sales process.
The key here now is being able to connect the dot to how many of those two trials became revenue positive. This often can be complex to achieve in analytics and if you convert to a sales demo, it requires strong connection with your CRM.
Testing, precedent and competitor monitoring should allow you to continually optimize for greater return on effort/investment.
Search visitors have a pain they are looking to solve, Public Relations visitors come based off interest, and Affiliate visitors have been recommended.
Advertising is often a necessary evil - search ads that can be more frictionless or use as brand awarness for the top of funnel. Outreach for highly targeted account-based marketing works once the message is honed.
As visitors learn that your software does what they are looking for, is used by others, has produced value for them, will be accept by others in their organization, matches their budgeting -- these and more are all factors that build confidence.
Design / UI
From first impressions to representation of your products sophistication, design can either instantly turn off prospects or get them excited. The difference between just ok and modern/sophisticated is subtle design choices that signal a level of professionalism that is part of the confidence equation.
User Experience & Navigation
The ability to find information quickly and traverse the site easily with logic is a reflection of your how your business operates. The harder to navigate, the harder to work with you. Especially for SaaS companies, user experience is representative of the product you sell.
Different than the content and overlapping with user experience is the scannable messages ( often headlines ) that tell a story to most visitors with very short attention spans. Few people read and there for your headlines have to say enough to convince.
A descendent of your high-level message is content that once their attention is captured by a headline is what provides the nuance about something they are interested. People read so little on a site that each word must be strategic.
Call-To-Action ( CTAs )
CTAs are a science and need a clear strategy for conversion. Just a pricing page with trials or a request a demo page isn't enough. Having multiple CTAs at different stages of the buying cycle, the right message, the right layouts, and more impact whether you convert opportunities.
Personalizing your SaaS sales funnel can be be done at each stage and in a number of ways. For websites, we primarily look at two methods.
Creating content for specific audiences and building a site structure that leads people to that content quickly can be an easy form of personalization to implement.
In some "all-in" approaches to this, you will see sites that are built around audience industries or roles entirely.
Is a programmatic way of leveraging data about a visitor based on how they got to the site, previously collected data, third-party data and website navigation choices to then change content on the fly for that visitor.
This is obviously a more complicated process to implement, but can make personalization feel more seamless.
Has a need.
Confidence in value.
Trial or purchase.
Help them to value.
Deliver consistent value.
Tell everyone you know.