Promoting a software as a service (SaaS) business can be quite tricky because SaaS is inherently different from traditional products and services. For this reason, your marketing approach should also be different in order to find success. The SaaS industry is growing rapidly, so it would be in your best interest to optimize your marketing efforts to keep up with the rest of the industry.
One of the best ways to do this would be to create and maintain a high-performing, optimized website. A good website will strengthen your brand, help you attract more organic traffic, and increase your sales conversions.
But how do you go about doing this? Well, the first thing that you’ll want to focus on is your website’s ability to get customers to buy into your service. Conversion rates are crucial because they dictate your business’s profits.
To help you out with this, we’ve prepared a couple of tips that will boost your site’s ability to convert customers.
Discover Your Value Proposition
Your value proposition is the first impression you give to your potential customers. The important thing to consider here is how your service can catch people’s attention and entice them into becoming paying customers. You can approach this in different ways depending on the nature of your service and your target audience.
To determine your value proposition, you should ask yourself these critical questions:
- What does your service offer?
- How will your service be used?
- How will your service help your customers? What value will you bring to their lives?
Once you’ve answered these questions, you have a value proposition that you can build your website around. Focus on what sets your service apart from your competitors. If you can emphasize your unique offer and communicate it to your target audience, you are much more likely to convince them to buy into your service.
Make Your Users the Focus
The main thing that hinders SaaS is that it isn’t a tangible object. Customers find it difficult to visualize any benefits that your service can provide because they can’t hold it in their hands.
You can get around this issue through intelligent framing. Your marketing efforts and website design should focus on how your service will help your users. One effective way to do this is by providing a clear contrast of how your service can change how they do things. You can present this in a “before and after” method. Show them in clear terms how you can potentially improve their lives if they use your services. This messaging should be on your landing pages, along with a strong and specific call to action that will get them to buy into your services.
Include Free Trials
The best way to convert customers is to put the service into their hands and allow them to see for themselves how their lives will be changed for the better. This is why offering a free trial is a great way to boost your total conversions. It gives them an opportunity to see if your service is right for them at no cost!
Aside from free trials, you can also put customer testimonials at the center of your site’s design. By incorporating other people’s positive experiences with your service, other potential customers will likely give your services a shot.
