SaaS Website Best Practices for Conversion Rate Optimization

February 18, 2021

Any SaaS website should have conversion rate optimization as a cornerstone strategy, as this can have a massive impact on its chances to generate revenue. That said, websites can be very difficult to get right, especially in today’s highly competitive environment. On top of this, unfortunately, there’s no right way to do things when it comes to optimizing your SaaS website’s conversion rates. However, there are some widely accepted best practices that every SaaS company should try when attempting to build a conversion-generating website.

SaaS CRO Tactics

Like any other subscription-based businesses, SaaS companies have a relatively complicated purchase cycle.

There are many things SaaS businesses need to worry about, such as making sure that they create a relevant offer and communicate it well, generating new leads, reducing churn rate, optimizing in-product activity, etc.

As a result, SaaS companies must adopt a more consumer-centric approach to website design and make their user experience as straightforward as possible. The process of conversion rate optimization for these businesses includes the entire customer journey. From the moment your prospects see your page on Google to when they decide to extend their subscription.

Every aspect of your marketing strategy must be fully optimized to obtain higher conversion rates. This, of course, includes your website. So, let’s take a look at three proven methods you can use to boost your conversion rates.

Having a SaaS-Focused Approach

Start by looking at the profile of your prospective customer. This will help you focus your overall marketing strategy and understand your exact target audience. Use analytics software to learn about your prospects’ online behavior, find out where they spend their time online and lead them to your site.

Customer Segmentation

If you can make most of your website traffic consist of your perfect customer, conversions will take care of themselves. On the flip side, no matter how well you optimize your site for conversion, if you have the wrong customers visiting, you’re not going to get great results.

The process we described above is called customer segmentation, and it will enable you to form a specific SEO strategy. It will not be easy, though, as different customer segments will use different keywords to find your products. Discovering what these keywords are is the first step towards SEO success.

A powerful SEO tactic for SaaS companies is to target their competitors’ keywords. When competitors’ users become unsatisfied with the service for one reason or another, they’ll likely use the same keywords to look for an alternative. Here are a couple of tips on how to capitalize on this high-value traffic:

  • Target keywords in the following format: “[Your competitor’s name] + alternatives.”
  • Review the search volume, difficulty, and user intent behind the chosen keywords.

Creating High-Quality Content

Having the best keywords in your niche simply isn’t going to cut it. You’ll also need to produce the highest-quality content related to these keywords.

Why focus on content when promoting your SaaS business? To find an answer to that question, all you need to do is look at your competitors. Chances are they are all making use of content marketing and attracting organic traffic from the most suitable demographic. This makes it easy for your website to produce paying customers.

The content you should focus on includes corporate blogs, guest-blogging activity, industry-expert tips, etc. Having that in mind, you’ll probably want to start your own blog, but you might struggle with figuring out what to write about.

Our advice is to start with your own experience — challenges you’ve faced when launching a SaaS startup, tough business decisions you’ve had to make along the way, and so on. Don’t sell yourself short; there are many valuable lessons you can share with your prospects. Just make sure to follow a few ground rules when blogging:

  • Always look for backlinks to your blog.
  • Add engaging videos and images to your posts.
  • Shorten your articles as much as possible; avoid long paragraphs and wordy sentences.

Nurturing Your Leads

Let’s talk about how exactly content can be useful for conversion rate optimization.

First of all, your SaaS blog should provide value to your prospects, but it should also convince them to give your product a shot. Always think about offering customers the option to sign up for your newsletter and other exclusive content.

Once they do sign up, you can use automated email marketing to build a stronger relationship. In any business, SaaS included, this is what we call lead nurturing. It all comes down to nudging a cold and inactive lead to become more and more interested in your product over time, eventually producing a conversion.

Resist the urge to spam your prospects with daily emails and ads about the paid version of your app. This type of approach is likely to scare away most customers in 2021. Instead, try to find out how your product can solve their specific problem by learning their pain points and interests. Then, hire app developers to implement these solutions into your software.

Implementing a Fair Pricing Strategy

SaaS companies use various pricing strategies, and each has the potential to increase your conversions. The trick is finding the best option for your business depending on the problems you can solve and the features you can offer. The most widespread SaaS pricing models include the following:

  • Freemium — limited functionality for free forever; paying more unlocks advanced features
  • Free trial — access to all functionalities for a limited time, purchase required after the trial expires
  • Pay as you go / Pay for scale — paying for individual features separately
  • Custom plans — based on the specific needs of each user

The first two pricing models listed above are by far the most popular and arguably the most competitive in 2021. Let’s look at each one in a bit more detail.

A free trial allows you to give your potential customers a taste of your product before they are forced to decide if it works for them or not. At first glance, this model seems like a complete win/win. Your customers get to try the product entirely free of charge, and you get a vast number of opportunities for conversion.

That said, most prospective customers are in no hurry to go premium, so you’ll need to adopt a few CRO tactics to improve conversions.

The first thing you need to do is adjust the duration of your free trial. Studies suggest that a 14-day free trial is optimal. Next, you should decide if your free trial will require a credit card. If you choose not to set this as a requirement, you’ll likely get a much higher number of sign-ups.

When it comes to the freemium model, it allows customers to use your product for free for as long as they like. However, adding any advanced features will cost them. This method is excellent for getting a high amount of sign-ups and increasing conversion rates, but there’s no guarantee of actually making any money.

Final Thoughts

Conversion rate optimization for a SaaS website can be a lot of work, as there are many things you need to think about. On top of that, every SaaS business is different, so your mileage may vary.

The best results are always achieved through constant analysis, testing, and continuous optimization. That said, the conversion rate strategies outlined above are a great start.

David Patterson developed an interest in technology, software, and programming while he was very young. Witnessing the dawn of the internet, computers, and smartphones created a unique fascination for the industry and tech. Today, he-s accomplished his dream of becoming a programmer. He now wishes to help others access the knowledge and tools they need to do the same. That’s the foundation for the Ordb.org magazine.