The Saas industry has made its mark in the business world and will continue to do so as more and more brands are falling into the same field.
While your Saas business is doing a great job in capturing potential leads, are those potential prospects getting converted?
Are you pushing your free trial users into paying customers is Saas?
If your lead conversions are poor or you’re struggling to get your warm leads, then this article can help you eliminate this issue.
Convert your free trial prospects into sales leads with simple techniques: Let’s get started.
If your prospects are struggling to identify what your product is all about and are finding it difficult to even sign up, your prospects are going to walk away. When you make something easy for the other person to understand, they are bound to go further with it. Understanding this, ensure that your products and the demo processes are easy for the prospects to conduct and explore.
Your product is well known by you, it will have multiple features which will make it great. But there will always be a few features that make your product stand out from the competitors. You need to exhibit those features. Your prospects will only go on to invest in your product if they find something valuable which is exactly what you need to exhibit with those certain features.
If you’re going to tell your prospects to make a purchase right now, they won’t do it at that moment, but if you tell them or rather make them see that there is a discount or some other offers, they are bound to invest in your solution. You can use examples such as to upgrade to the paid plans, get 10% off right now, and more.
None of your prospects would prefer to be treated the same, the more personalized you make your engagement with your prospects, the better are your chances of getting them to convert into a sales lead. Whatever demos you conduct, the more you make it personalized the better are your chances of converting those leads.
Use your demos with the prospect’s name, address their needs, and more. This will make the prospect feel good and worth it to invest in your solution.
When you’re aware that the trial end period has happened, begin sending emails or engage with prospects to get them to invest in the paid plan. Your prospect wouldn’t remember when their trial period would end, hence when you send reminder emails or contact the prospects in prior, they will get the time to think about the investment and immediately invest in your packages.
It takes one small error to make your prospects convert their decisions to not investing in you. When your aim is to make your prospects make the payment, ensure the process is easy. Don’t overcrowd it with multiple signup options or additional information, let it be just a few clicks.
Now that you have the basic tips, we have also added expert opinions on how you can convert free trials into paying customers in Saas as well.
‘’Product walk through’s are critical to help free trial users get to the “ah-ha” moment on the value proposition of your product. This can be done through a few channels include – In-app, email, and retargeting.
Another tactic I’ve seen work well is to take a subset or sample of your product such as a guided demo or basic explainer video to help exist trial users get a better understanding of how the product show work and be configured.’’
‘’We try to get our trial takers to the “a ha!” moment as quickly as possible – in our case, that means starting a new proof and sharing it with a team member for comment. So our trial nurture communications are focused on that from the outset.
For well qualified prospects, we’ll also offer a live demo, in their trial instance with their own creative assets. It serves as an effective pre-sales on-boarding in a way. This would include inviting a wide range of team members into the account. Ziflow has a network effect component to it, so the more people using it within a team or organization (and beyond) adds more perceived value.’’
‘’Build a strong nurture flow to engage your free trial leads and provide support materials to ensure they’re getting value from the trial. Understand the different stages of trial engagement (e.g. account created, active trial user, dormant trial user) so that you can target prospects with relevant messaging to advance them to the next stage.
For higher contract value products, reach out one-on-one to build rapport with the prospect, learn their goals and understand what will drive a purchase decision.’’
‘’Techniques will vary by company and a list of tactics are likely meaningless. What’s more important is having a solid understanding of what the value you’re looking for them to get to, how fast can you get it to them, how much effort will be involved on their end, and how many people need to be involved.
A trial should be thought of as a commitment, even if it’s free. You should assume that 90% of users are not invested or informed enough to make the most of a trial, always build the experience for the lowest common denominator of user so that you mitigate the risk of them having a bad experience.’’
‘’Free trials aren’t better than paid trials! Tire kickers reduction with just a small payment makes a huge difference. People who are not willing to pay $1 for a trial won’t be your future clients, or it isn’t very likely at least.
We switched from a free trial to a paid trial at Surfer, and it did the trick not only for the higher conversion but for the onboarding quality. Which, indirectly affected the conversion.
When you deal with hundreds of users where only 30% are your clients, you can’t serve them on the same level of quality. Walkthrough calendar is full, live chat and email have a slower response time. Did I mention that a free trial has another pain, which is fraud?
For some SaaS businesses, free test drive may work, but it didn’t for us. Of course, you need more credibility to ask for the card and process payments, but it’s worth it at the end of the day. This way, you attract decision-makers and show that it is a real thing, not another email collecting app that does nothing.’’
‘’1. Gain more insight in the form process.
“Fewer fields convert better” we have been told, or we have tested to confirm. But in our effort to trim down our forms to the bare minimum we are missing out on all the data we could really use to grade a prospect.
Instead, think about the moment right after the form submit, that landing page or pop up that says “thanks, we will be in touch,” or “do this next” as an additional data gathering step. Your prospect has relaxed, they have done “The thing” they were supposed to do by hitting submit. Their guard is down. Boom, now is the time to ask those additional qualifying questions in a follow up form. These should be in the service of making the experience of the trial go better, but are also nuggets for your sales team to make sure they focus on the right trial accounts.
“How many users do you have on your team” or “what other tools are you using in your environment” are two come to mind.
CRITICAL: this is not another gate! Let me say that again, this is NOT another gate. Let the initial submit start the process regardless of if they continue. If the prospect ignores the rest of the questions then let them move on. At one company we found that 80% of prospects who submitted the form at least started the post form experience, and a full 60% completed it.
Absolute gold for the sales follow-up process. (and you have a PLG or Freemium model, it will still be useful data in your targeting and conversion process)
2. Reduce ALL of the friction
Be ruthless. Leverage design thinking strategies to draw out everything your prospect must do from the moment they hit your website (or even before), all the way through the trial and buying process. You are going to need a really big whiteboard (physical or virtual!), but document every single step, decision, required content etc. And then start drawing x’s through as much of it as you possibly can.
Every thing on that whiteboard is friction that is slowing your prospect down. Each one you remove is getting your prospect closer to value.One thing I see a lot is “email verification” where we send you a link to get started on the trial. This is a place where trials go to die. You have them hooked, they submitted the form, GET THEM IN THE EXPERIENCE as fast as possible.
Don’t make them wait for an email. Don’t make them go look in their spam folder. Don’t let them get distracted. I realize that often times that is how the account creation process works, but with some clever engineering, I know you can find a work around.3.Find the moment of “aha” and get them to that point a fast as possible
What is it about your product that takes prospects from “interested” to throwing their money at you? What is that moment on a demo where the prospect shifts from passively watching to sitting up and grilling you about how it works/could work in their environment? That “moment of Aha” is critical to understand, and then get your free trial users to that moment as fast as possible.
Some quick ways I have used to get there:
1. Add something like Walkme to guide people where they need to go. Products are rarely intuitive to outside users, you have just dumped them into a blank canvas, what should they do first?
2. Include a “guide to successful trials” as part of the sign up process to help prospects on their journey.
3. Set up an email cadence that starts on the day that they sign up, and runs the duration of the trial. Things like l “it’s day 2 have you done this yet?” “It’s day 5, other trial users are here.” All in the service of getting them to that Aha moment.
4. And if your economics support it, have sales follow up with the best/highest quality prospects and check in with them to be sure they are getting value from the trial.4. And a final Freebie: Test the *** out of everything!
Create a nimble structure that allows you to test every element of the process. Which lever reduces the most friction? Which action gets them to the Moment of Aha faster? What signals an engaged prospect that is ready to buy. etc. Test everything. Literally everything to find what works best for you.’’
You now can kick start your lead conversions on the right foot.
You have the basic tips and the expert tips to help you get started.
So tell us what do you think of this article? Which technique will you apply first? We would like to hear from you.
Also, to read more such helpful articles, do watch out for OutreachPlus regularly.
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