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Optimize your SaaS conversion to get more paid users
3 simple implementations to boost SaaS conversion rates
As a product builder, I build things full-time, whether it’s a venture newsletter, micro-products or coaching founders to build tech products. For fun, I build AI article tool, event app, Food app, SaaS tracker, sneaker app, using my rapid MVP technique.
I'm starting a new series of Product Optimization guides for early-stage ventures. You might also be interested in my MVP Website Optimization, Value Proposition Formula, and Revenue Stream Stacking posts.
Today, I'll share three actionable techniques to increase SaaS conversion rates. They are jam-packed with examples and tool recommendations :)
Tactic #1: Show your product instantly
Here's what we see on a typical SaaS landing page:
Using static screenshots to showcase product's features
Asking visitors to learn more about each individual feature on separate landing pages
Making potential customers navigate through a sign-up process before they can even try the product
Placing a "Book a Demo" call-to-action button without disclosing the price upfront
While these tactics can be useful, they often require several steps before users can actually “try” the product.
Visitors may become discouraged and you may lose the opportunity to convert them.
Here’s a better way:
Allow your customers to interact with your product LIVE while they explore your homepage.
Consider the following example:
Visitors can explore the dashboard through an interactive live demo.
Experience the product without needing to sign up for a free account.
Click on each feature and explore them directly.
How to implement this?
Use tools like walnut.io or navattic.com to create interactive product demos.
Create a list of use cases and begin recording your product demo (i.e. how target audience X uses your SaaS to do their job).
Show how your tools can be easily integrated into their current workflow.
Focus on highlighting the most impactful (valuable) features of your product.
Embed the demo content on the homepage, ideally immediately after the main header.
Why it works?
It makes your SaaS product more tangible and persuasive.
It helps people understand your product’s value, fast!
It helps you gain immediate engagement, and people are more likely to sign up and try the product.
Tactic #2: Create comparison pages
Remember the last time you bought software for your business?
You probably checked out alternatives to software X, compared prices, and made sure the features could solve your problems.
People are actively looking for options, and they often start with phrases like "best CRM software" or "alternative to project management tools."
This is what we call "keyword intent."
Keyword intent is like online window shopping. It's what you're thinking when you type stuff into a search engine.
Therefore, creating comparison pages taps right into this keyword intent.
Let’s take a look at this example:
Zapier created comparison pages for tools such as Workato, Tray, Automate, Zoho Flow, and others.
These pages are strategically placed on Zapier's website to ensure easy access for visitors who are actively looking for other options.
Each comparison page gives potential customers the info they want—clear differences, pricing details, and how the product meets their needs.
By addressing the specific needs and queries of potential customers right where they're looking, Zapier guides them through the buying process and increases its chances of converting them into customers.
How to implement this?
Use G2.com to research competitors and discover similar products to yours.
Make a list of 5 to 10 competitors' tools that your potential customers are likely to be using.
Develop dedicated landing pages for each competitor's product, making it easy for visitors to compare and contrast.
Don’t be boring! Create clear, visually appealing tables or charts that showcase the differences between your product and each competitor's product.
Regularly update these comparison pages as your product evolves and as competitors make changes to their offerings.
Components to include:
Core Differentiators: What makes your product superior to competitors in terms of quality, speed, and cost?
Pricing: How much do you charge for your product, and what makes it more valuable than competitors?
Ease of use: How does your product make each step of the user's journey easier?
Integration: How easy is it to integrate new tools with existing ones?
Benefits: Does it help people save time, cut costs, or become more productive?
Tactic #3: Social proof
Building trust is key in SaaS conversions.
Customers want proof that your product works, and they trust it more when they see others talking about it.
Yup, real people, real stories.
Testimonials provide this credibility, moving potential buyers from considering to purchasing.
Your satisfied customers are like your ambassadors. They leave reviews, say great things on social media, and share their experiences.
You can include customer testimonials at strategic places to boost conversions, such as,
Put them near the main "Get Started" button on your landing page
Also, place testimonials near your product features. It shows how your product brings value, making it even more tempting.
Spread them throughout checkout. When people are on the edge of deciding, a happy customer story might be just what they need to say yes.
Different types of social proof you can use:
(1) Video testimonials
Tools like Videoask.com allow you to collect interactive video responses in one click, and easily share or embed the video responses on website/social media.
(2) Success story interviews
You can also use long-form social proof content such as podcasts or interviews to demonstrate success stories and customer results from using this product.
Restream.io, for example, allows you to host a live, video-based podcast and broadcast it across 30+ social platforms such as YouTube, Twitch, LinkedIn, Facebook, and others.
(3) Review platform
You can boost your SaaS product's reputation by listing it on review platforms like TrustRadius. Just ask your happy customers to share their feedback there.
These reviews are different from what you put on your website. They're unbiased, coming from real users who voluntarily share both the good and not-so-good sides of your software.
Another advantage is that they connect you with a larger audience of software buyers who are actively seeking feedback from their peers.
👋 Want to work together?
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