Great CRO Strategies for your SaaS Business

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A key factor for business growth, retaining customers while attracting new buyers is no easy task. This is why conversion rate optimization and CRO strategies are vital tools for streamlining conversion processes. Particularly for software as a service (SaaS) businesses, it’s important that every step – from running a lead generation campaign to clicking on that all-important BUY button follow smoothly in sequence.

Let’s take a look at the first step in your sales funnel: your landing page and its conversion rate optimization. This is where visitors need information tailored to their interests, the moment they touch down on your website.

Attention-grabbing headlines

Landing page titles are the bait that lures customers to your website. Although there’s no surefire route to success through these headlines, every word must reach out to your audience, while fitting seamlessly into each lead generation campaign and showcasing your wares.

On the upside, there are some time-tested approaches that ensure a tighter aim at target audiences. Here are a few tips that will save time and effort, while boosting lead generation

Make sure your message matches the rest of your campaign, as landing pages don’t float in a vacuum
Create a unique landing page for each campaign, so messages are tailored to different audiences from specific channels
Stay straight rather than funny, as easy-to-understand language can outperform more creative alternatives by almost 90%
Don’t reinvent the wheel – opt for straightforward landing page titles that convey their messages twice as effectively
Spotlight a specific goal by showcasing a benefit (Here’s a …), a pain point (Tired of…?), value point (Get relief from…), a ranking (The world’s best…), or solving a problem (This is how to …)
Reel your visitors in by appealing to their interests and building engagement through calls to action (Sign up here for your free…)
Make them offers they can’t refuse, through coupons or introductory discounts (10% off your first order!)
Spotlight your brand values (Top quality…)

Traffic-boosting channels

Once your landing page is packed with strong but subtle hooks, it’s time to think about driving traffic to your website. There are a couple of dozen ways of doing this, offering endless mix-and-match strategy options that can easily be scaled, scheduled and customized to target markets.

Some – like PR campaigns, affiliate programs, real-life events, lectures and presentations, trade shows, and community outreach activities – are more traditional and usually offline. Others are Internet-driven and right on the cutting edge of digital marketing practices.

Keeping up with new platforms (think Clubhouse) and making good use of existing channels (like Facebook), they include search engine optimization, paid advertising, content marketing (like viral, relationship, cause, diversity and even undercover marketing!), online PR activities, directed blogs, influencers, and social network campaigns across all platforms.

Three golden oldies that are just virtual (and far more tightly targeted) versions of yesterday’s Yellow Pages, flyers, and word-of-mouth recommendations, specialized directories, emails and referrals are still high-performing components of any marketing strategy.

All these digital marketing tools can be slotted into any specific strategy, they all share a common aim: turning casual browsers into solid leads by steering them to landing pages. The trick is to make sure that these pages are designed to respond to specific visitor needs as they land on the website.

See how Transmyt can drive massive amounts of growth for your business.

SEO – Unlock massive amounts of traffic.
Content Marketing – Our team creates engaging content that will get shared + attract customers.
Paid Media – Effective paid strategies with clear ROI.
Website Development – Cutting edge technology platforms.

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CRO strategy building blocks

So your landing page is packed with solid information and tempting CTAs, and your marketing strategy is driving a steady flow of high-grade traffic to your website. Now it’s time to get full benefit from all those leads through conversion rate optimization. Here’s a brief checklist for crafting a truly effective CRO strategy:

Focus on trial conversion and purchase conversion rates by tracking user churn figures after signing up for trial versions, and learn why they are opting out, through follow-up emails, preferably with a Sign up Now! discount

Analyze online behavior to target and re-target qualified potential buyers, listing the factors that affect purchasing choices, underscoring pain points and explaining how your software provides effective solutions to these problems

Prioritize people, not products, constantly pursuing customer satisfaction and changing course whenever appropriate, steered by user feedback on your software and services, which should be stored in your database for future reference

Create a customer retention strategy by never disappointing your customers – instead, try underpromising and overdelivering, which is a sure way of building stronger long-term relationships, particularly when backed by lower yearly subscriptions or a free service call

Polish your UI/UX, because it’s the user interface and user experience that attracts potential buyers and turn them into loyal customers; this means your website must be user-centric, uncluttered, easy to navigate and generously sprinkled with appealing CTAs

Test sign-up flows with different action statements on sign-up buttons, with brief explanations of what you’re offering, why they need it, and the full range of related services that you offer

Optimize new user onboarding processes, through analyzing lead to behavior, pinpointing bottlenecks that discourage potential buyers, and streamlining sign-up forms for shorter onboarding times, bringing buyers to their first perceived value point with minimal effort

Track micro KPIs, particularly growth metrics (like free trial sign-ups, email clicks and referrals) that help bump up conversion rates while also indicating points of friction that need fast attention

Optimize lifetime value by segmenting your customers and analyzing how they interact with your software, offering brand-loyalty benefits to maximize the total income from each individual customer from sign-up onwards

Offer limited-time free trials as an effective way of engaging with prospects in real time, seeking feedback on whether your solutions and using email to retarget non-returning trial users for higher conversion rates

Beef up your marketing strategy with social proof, convincing potential buyers that they should try your software, particularly by highlighting solutions to problems that crop up widely across the industry

Videos and visuals are understood at a glance, so use them generously, particularly short (under two minutes) videos showing users what they could do with your software and keeping them on your page longer – which is important for Google search algorithms

Encourage referrals, because people trust brands and businesses more when they are recommended by someone they know – so reward customers whenever somebody signs up through their links

Investing in customer support not only keeps existing customers happy (particularly through a 24/7 chatbot feature on your website), it also attracts new leads through referrals, reviews and word-of-mouth recommendations

Keep your promises, because overblown product claims are the fastest way to lose a customer and ruin the credibility of your brand on the market.

Boosting conversions with a strong CRO strategy

Providing solid feedback on the behavior of prospects and buyers, conversion rate optimization underpins a corporate culture of continuous improvement through actionable insights – and that’s a smooth path to higher sales and loyal customers!

Let’s work on your Conversions together

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About the Author: Jeremy Mays

Is the Founder and CEO of Transmyt Marketing. He's an accomplished, award winning marketer, responsible for guiding companies though the complex challenges of navigating and succeeding in today's digital economy. To get in touch, you can email him at jeremy@transmyt.com

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Great CRO Strategies for your SaaS Business

Attention-grabbing headlines

On the upside, there are some time-tested approaches that ensure a tighter aim at target audiences. Here are a few tips that will save time and effort, while boosting lead generation

Make sure your message matches the rest of your campaign, as landing pages don’t float in a vacuum

Create a unique landing page for each campaign, so messages are tailored to different audiences from specific channels

Stay straight rather than funny, as easy-to-understand language can outperform more creative alternatives by almost 90%

Don’t reinvent the wheel – opt for straightforward landing page titles that convey their messages twice as effectively

Spotlight a specific goal by showcasing a benefit (Here’s a …), a pain point (Tired of…?), value point (Get relief from…), a ranking (The world’s best…), or solving a problem (This is how to …)

Reel your visitors in by appealing to their interests and building engagement through calls to action (Sign up here for your free…)

Make them offers they can’t refuse, through coupons or introductory discounts (10% off your first order!)

Spotlight your brand values (Top quality…)

Traffic-boosting channels

See how Transmyt can drive massive amounts of growth for your business.

SEO – Unlock massive amounts of traffic.

Content Marketing – Our team creates engaging content that will get shared + attract customers.

Paid Media – Effective paid strategies with clear ROI.

Website Development – Cutting edge technology platforms.

CRO strategy building blocks

Boosting conversions with a strong CRO strategy

Want more insights?

About the Author: Jeremy Mays

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Email Personalization Statistics

When only subject line is personalized, emails have an average open rate of 7.4% and a click rate of .4%.

When message only is personalized, emails have an average open rate of 18.8% and a click rate of 2.1%.

When message and subject line are personalized, emails have an average open rate of 5.9% and a click rate of .2%.

Personalized emails deliver six times higher transaction rates.

70% of brands fail to use personalized emails.

Organizations using email personalization generate 17% more revenue through their campaigns than the average marketer.

Personalized emails deliver 6x higher transactional rates.

Website Personalization Statistics

74% of customers feel frustrated when website content is not personalized.

In-house marketers who are personalizing their web experiences and who are able to quantify the improvement see, on average, a 19% uplift in sales.

Personalized homepage promotions influenced 85% of consumers to buy while personalized shopping cart recommendations influenced 92% of shoppers online.

More than half of consumers (57%) are okay with providing personal information (on a website) as long as it’s for their benefit and being used in responsible ways.

Digital Advertising Personalization Statistics

79% of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions the consumer has had with the brand.

By 2020, 51% of consumers expected that companies would anticipate their needs and make relevant suggestions before they made contact.

88% of U.S. marketers reported seeing measurable improvements due to personalization, with more than half reporting a lift greater than 10%.

63% of respondents are highly annoyed by the way brands continue to rely on the old-fashioned strategy of blasting generic ad messages repeatedly.

If they get personalized offers or discounts, 63% of millennials, 58% of Gen Xers, and 46% of Baby Boomers are willing to share personal information with companies.

ECommerce Personalization Statistics

80% of shoppers are more likely to buy from a company that offers personalized experiences.

On average 71% of consumers express some level of frustration when their shopping experience is impersonal.

44% of consumers say that they will likely become repeat buyers after a personalized shopping experience with a particular company.

40% of executives say their customer personalization efforts have directly affected sales and profits in channels like ecommerce.

Marketers see an average increase of 20% in sales when using personalized experiences.

Content Personalization Statistics

63% of consumers said they’d think more positively of a brand if it gave them content that was more valuable, interesting or relevant.

78% of U.S. Internet users said personally relevant content from brands increases their purchase intent.

87% of consumers surveyed say that personally relevant branded content positively influences how they feel about a brand.

Lack of content relevancy generates 83% lower response rates in the average marketing campaign.

Individual customer stakeholders who perceived supplier content to be tailored to their specific needs were 40% more willing to buy from that supplier than stakeholders who didn’t.