5 SaaS Conversion Rate Optimization Hacks We’ve Tried (And You Should Too!)
No matter how many daily visitors your website has, a dozen or a thousand. Driving traffic to your product is only half the battle. At the end of the day, it only matters whether you can make them stay or not.
What are the SaaS conversion rate optimization hacks?
If you’re struggling to convert your visitors into customers, here are five useful tips (supported by real-world evidence) on how to increase your SaaS startup conversion!
Optimize your landing page for conversion
Your website should convey your brand image and inspire trust. Every single design element, font or color you use needs to serve the same purpose: convince the visitors to buy your product.
Make it visually appealing
Here’s a question. Would you rather buy from a modern-looking website with convincing copy and branded visuals or the one that looks like a generic WordPress theme with hardly any customization?
Back in the day, we had a simple landing page with a sign-up form on it. Needless to say, we weren’t expecting too many conversions. Yet, as soon as we launched our current website, with bright visuals, unique design, memorable illustrations, we were finally able to get the ball rolling.
Clients’ feedback and press coverage is a great way to establish credibility. In case you have some well-known companies among your clients, place their logos on your website. If you’re good enough for the industry leaders, smaller companies in the same field are more likely to sign up for your product too.
Being still at an early beta stage, we didn’t have enough praise or famous clients to show on our website. Instead, we included “As seen in” section and listed some of the reputable resources that posted our articles there.
Improve website performance and speed
No matter how good your offer is, if the website fails to load, most leads will just churn. Namely, every second of the delay will inevitably lead to lower conversions.
Your website should work on any device, operating system or browser. As Google starts prioritizing mobile-ready websites in its latest indexing algorithm update, you can no longer afford to ignore the importance of responsive design.
Give them a good reason to choose you
Make your product’s value obvious: provide endorsements, list unique benefits. Also, don’t be shy to point out how your product is different from your competitors.
The latter worked especially well for our team. We have several landing pages that focus specifically on how our product compares to other team communication tools out there. By using high-intent keywords on those pages, we drive traffic that is more likely to convert.
Play around with pop-ups
Pop-ups are one of the most ill-famed web design elements. Nevertheless, when it comes to conversion, pop-ups can really make the difference. A case in point is that our pop-ups currently account for 20% of the total conversion on the website. And here’s how.
Try different placement and timing options
There are dozens of placement and timing options for your pop-ups: full screen, centered modal window, hoverbox, etc. The only way to find out which one will work for you is to try and see for yourself.
After considering different options, we’ve settled on the full screen pop-up that appears when the visitors are about to close the tab. Thus, we get to draw their attention to our offer one more time and convert them before they leave.
Pay attention to the visuals
When creating a pop-up that works, consider color psychology first of all. Too bright or aggressive colors can scare off the leads instead of convincing them to sign up.
For instance, here are some of the design variants we were considering:
All of them use the same colors as the website in general. The illustrations are also consistent with the rest of images on the website. The icing on the cake is the animations we’ve used to liven up our final pop-up design.
Add appealing copy
An important element of any pop-up is the CTA you use. It should be catchy and point out an obvious and tangible advantage of choosing the sign-up option.
In addition to the irresistible call to action, make the negative response ridiculously unattractive for users. Compared to saving 30% of your time with Chanty, choosing “No, I’m fine losing time!” option kind of makes you cringe inside.
Make your sign-up process dead simple
Even if the visitor hits that sign up button, it’s too early to rest on laurels. There is still a chance that your leads will churn before they get to the end of your sign up process.
Make your call to action buttons irresistible
You don’t want the visitors to wait until your pop-up appears, you need to convert them right away. Thus, your call to action should always be within sight of your visitors.
When designing a CTA button, make sure it plays well with your website design, yet is visible enough for the visitors to notice it. For example, our blog header is fixed, so the visitors can still see that CTA button even if they scroll down. In addition, we have added a subtle animation to draw visitor’s attention to it. The results came quickly.
Optimize the form fields
There’s a lesson to learn from Expedia. The leading online travel agency was able to generate additional $12 million in sales by simply eliminating one field on their contact form.
Similarly, you should minimize the number of steps required to sign up for your product. For example, we settled on asking only for an email. Also, consider making less important fields in your sign up form optional and avoid asking for too much information.
Don’t be afraid to ask for a favor
Word of mouth is one of the most powerful marketing tools. As a result, prompting your new subscribers to share your product with their friends can be a great way to drive traffic and boost your conversions.
Give them something to talk about
By sharing unique and valuable content with your audience, you become an expert in your niche. People will read, discuss and share your content. Eventually, this can help you build brand awareness and loyalty among your audience.
Drive quality traffic with high-intent keywords
Just like dedicated landing pages, explaining how our product is different (i.e. better) than the competition, comparison and alternative articles worked really well for us. We have a whole blog category called “Team Chat Wars”.
What’s good about it is that such content drives high-quality traffic – the people who are either looking for a communication tool or willing to switch their current provider. Yet, it’s important to remain unbiased and restrain from criticizing your competition or praising your own product.
Publish guest posts on the resources with a relevant audience
Unless you are on the first page of the Google search results, your website doesn’t exist for most of the audience you target. To put yourself on the radar, you can go directly where your clients are – reputable industry resources and media outlets.
As a part of our content marketing strategy, we have been posting our articles on a number of popular resources, including CrazyEgg, SEMrush, Foundr. Targeting relevant audience with the high-quality valuable content leads to a pretty high conversion.
Test and re-test
You are never done with the conversion rate optimization. There is always room for improvement. So even if you have found a winning strategy, chances are that replacing a word in your copy or changing the color of a button can result in an even higher conversion.
Unfortunately, there is no one-size-fits-all manual you can use to get guaranteed conversions. Just like there is no magic potion that can convince your leads to sign up for your product. It’s the amount of effort you put into it that can either make or break your business in the long run.
Our experiments and hard work have been paying off pretty well. So, hopefully, the tips we’ve shared will inspire you to try and find your own success recipe.