In this article, we’ll look at how user behavior directly impacts Conversion Optimization for SaaS Companies. We’ll explore ways that a SaaS business can better capture and nurture leads, create an engaging customer experience, and drive more conversions. We’ll also look at how various tools and tactics like CRM platforms, marketing automation, analytics software, and other conversion enhancement strategies can help SaaS companies achieve their conversion goals.

While CRO is a crucial strategy for businesses of all kinds – accountants, restaurants, law firms, etc. – it’s especially important for SaaS brands that rely on recurring revenue and need to acquire new customers at the lowest cost possible. This is because the SaaS model makes it difficult to scale up a sales team to drive in-person visits to a brand’s website, so online engagement and conversion are key factors for growth.

Conversion Optimization for SaaS Companies: Increase Subscriptions & Retention

Unlike B2C or traditional B2B brands, SaaS companies rely on a series of smaller conversion events to lead a buyer toward product purchase. For example, an initial conversion event could be a website visitor’s decision to sign up for a free trial of the company’s product. After that, the conversion process may involve a series of emails and follow-up calls that lead to sales qualification and, ultimately, customer purchase.

For this reason, SaaS companies should focus on conversion metrics related to the entire sales cycle rather than just the acquisition and activation phase. In addition, they should clearly define where marketing and sales responsibilities intersect concerning each funnel stage (e.g., the website visitors to free trial conversion metric would fall under marketing, but subscription renewals and upselling efforts may require collaboration with sales).