how to increase saas user conversion from free trial to paid plan
DESCRIPTION
How does the miracle of conversion come to be? In this presentation we offer some hard earned insights and tips on how to optimize user conversion from free trial (not to be confused with Freemium) to paid plan, including the customer service aspect, metrics, onboarding and a few other critical factors. Share and enjoy!TRANSCRIPT
Free Trial or Freemium?
WHICH MODEL SUITS YOUR SAAS’ NEEDS?
• Freemium large user-base, simple service, preferably B2C.
• Free Trial users have an initial willingness to pay for the service.
Attraction —> Onboarding —> Conversion
The Process
COMMITTING TIME AND COGNITIVE RESOUCRES WILL LEAD
TO FINANCIAL COMMITTMENTImage courtesy of pakorn at FreeDigitalPhotos.net
Follow Up
DROPPING BALLS IS THE MOTHER OF ALL CART ABANDONMENT
“70% Active trial users who were contacted by sales rep were 70% more likely to buy the service.”
-Guy Nirpaz, Totango CEO
Conversion is in the Details
• Personalize – No more “Dear user”.• Style – respectable, personal, none intrusive.• Call to action – Activation should be a click
away.
YOU CAN’T AFFORD TO OVERLOOK THE DETAILS
Be Frugal with Your Measuring Resources
MEASURE ONLY WHAT IS NECCESARY FOR CONVERSION OPTIMIZATION
• How much giveaway is too much?• What is the optimal trial length?• Also, check out the CCA Metric.
Take your Onboarding Seriously
Image Courtesy of Michal Marcol at FreeDigitalPhotos.net
• Reduce Friction Points• Check your analytics religiously• Be an honest and forthcoming provider• Stay in sight• Read more on our blog
Successful SaaS Onboarding is a Form of Art
THE SECRET IS IN THE NAVIGATION
Perfect Your Customer Service
• Align your social media approach with your customer service policy
• Utilize online help and crowd assistance tools – read more about test cases and methods.
• Don’t sub tech for the personal touch.
PRODUCT QUALITY IS ALSO MEASURED BY ITS CUSTOMER SERVICE
Make the Pitch
• Compensate early converters• Don’t pounce• Seriously, make the pitch!
DON’T LEAVE IT UP TO THE CUSTOMER
Image courtesy of digitalart at FreeDigitalPhotos.net
For site tours, walkthroughs, Insights on SaaS, conversion and customer experience on our blog or just to say hi –
And… that’s pretty much it!
Go to iridize.com