SaaS Web Development Decision #1
What are our key conversions & metrics?
In whatever ways your company communicates the conversion process, you must develop a blueprint on exactly how your SaaS web development strategy will support it.
We emphasize the importance of keeping things simple and straightforward. There’s no abundant need to fluff up any key messaging, especially when it comes to turning site visitors into potential future customers.
PQL vs SQL
Identify what customer acquisition model is right for you:
With the hundreds of potential pathways your customer journey can build out, a surefire way to provoke guidance among your teams is by very clearly outlining what your SaaS product is offering, which leads should have access and to what, what is most relevant to communicate, and more.
Freemium & Trials for PQLs
If you are offering a freemium or a free trial, you must continuously communicate transparently. This means that you are absolutely including the price, and pricing model that goes along with it, the trial length, what somebody should expect when they sign up for a trial, what exactly they need to provide in order to qualify for freemium or a trial, and more.
You need to be answering all of the potential future customers' questions. And, the only way to do that is to ensure that your team is strategically looking at what is not only most often asked, but what is most meaningful to your target audience.
At this point you should consider how payment will additionally operate; if your SaaS company is able to accept credit cards or free charges at this point, requiring a credit card can be a double edged sword.
If you ask for a credit card prior to a freemium or free trial, users tend to lose interest really easily because some might think that you’re communicating an unsavory message. But, if you only require a credit card after a freemium or free trial, users tend to get lost very easily.
It is necessary to question what happens to your users. Consider additional pathways to push conversion like through email marketing campaigns or placing them on a newsletter list; keep them in touch. Plan out what will happen to folks who played around with your platform, and develop a method to track the ways in which those potential future customers use the platform. Continue intentionally ideating what you and your team can do to further support their needs.
It’s imperative that you question who needs to be involved; what is the technical process in comparison to the process that will drive your conversions?
In order to answer those questions you also need to consider what exactly will be driving those conversions and how exactly will you streamline it or make it easier. Consistent, and constant internal thinking and planning will have a greater impact on your success.
Demos for SQLs
There are many different ways to communicate what exactly you were offering, and how a visitor will move forward; This could include a form to fill out, a calendar to book on.
Explaining the value of demos and particularly what your demo offers should include an agenda, what happens in the demo, who will be there, what will a future potential customer gain, etc. And, all of which should be communicated clearly prior to registering for the demo itself.
At this point, users, who are going to be scheduling with you, with the intent of learning, are not interested in being sold. They want clarity, they want a conversation, they want to develop a relationship between them and their company and you and your company.
Internally discuss how user data will be tracked. Some questions you might consider:
- Once a potential future customer signs up for a demo, what happens in between the time of them signing up and receiving the demo?
- Are they put onto a newsletter, do they have an email exchange between an internal team member and them?
- What sells your brand best when it comes to being personable and strategic?
- What will you do to distribute user information to others on your team?
- What processes need to be put in place so you are able to track potential future customers, and what happens to them?