Best practices for CRO on SaaS websites

While every site is different and it’s essential to carry out detailed user research and data analysis in order to drive a bespoke CRO strategy, there are some key best practices your site should follow.

In this article we walk you through the top 5 changes you can make to increase conversion on your SaaS website:

1. Be very clear about what your product does
and the problem your product solves

When you get caught up in your own business, it’s only too easy to use industry jargon and technical terms. However it’s essential that you put your value proposition across clearly to your customer.
You need to research your users to find out what level of knowledge they already have and you should use language that your customers understand.

See the short clip below for an example of a site that explains their value proposition really well, as well as one that could be clearer:
[short extract of Dave’s video about this]

By improving the clarity of the value proposition you can significantly increase your conversion rate – our first test for RealVNC, a SaaS client, increased the conversion rate of their PPC landing page by 39% purely through making the value proposition clearer:
[before and after RealVNC screenshots]

2. Keep your plans and pricing really clear

It needs to be really obvious to the user what they’re getting, what the difference is and why they should choose one plan over another.

Packages and pricing have a huge impact on not only whether a visitor will sign up but also the lifetime value of that customer.

There are so many ways to structure and present packages. A good CRO project will consider class p?????, economics and psychological ideas.

Learn more about how to present pricing and plans here.

3. Address the whole trial and experience

It’s really easy to just push people into a trial. But if you can make the trial part of the experience, then not only are users going to be more likely to sign up to a trial, they are more likely to get the most out of that trial and sign up your service. Here we show some examples of SaaS websites that do this really well: [CLIP]

Runkeeper anchors the user to a higher price by using a significantly higher price for monthly users.

4. Show don’t tell

The best SaaS websites show their visitors what they can do, rather than try to explain it. This lets your users understand the key features of your service rather than guessing. View the clip below to see examples of SaaS businesses that do this really well. [CLIP]

5. Differentiate between prospects vs existing customers

Often you’ll have a huge volume of existing customers on your website, who are there to use your tool. They are not prospects. It could be say, out of a million visitors a month, only 100,000 of them are prospects.

So in your research you’ll need to identify who those prospects are and how to sell to them, rather than getting lost in the 900,000 users who are already customers. They are never going to sign up to a trial – they’re already subscribers.
You need to track and try to identify whether users are a prospect or an existing customer and segment them out in your analytics and research to try to address that.


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