How to Increase SaaS User Conversion from Free Trial to Paid Plan

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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!

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How to Increase SaaS User Conversion from Free Trial to Paid Plan

  1. 1. HOW TO INCREASE SAAS USER CONVERSION FROM FREE TRIAL TO PAID PLANS
  2. 2. 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.
  3. 3. The Process COMMITTING TIME AND COGNITIVE RESOUCRES WILL LEAD TO FINANCIAL COMMITTMENT Image courtesy of pakorn at FreeDigitalPhotos.net Attraction —> Onboarding —> Conversion
  4. 4. Follow up, Communicate, Reach Out
  5. 5. 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
  6. 6. Conversion is in the Details YOU CAN’T AFFORD TO OVERLOOK THE DETAILS • Personalize – No more “Dear user”. • Style – respectable, personal, none intrusive. • Call to action – Activation should be a click away.
  7. 7. Don’t Measure Everything Image courtesy of ddpavumba at FreeDigitalPhotos.net
  8. 8. 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.
  9. 9. Take your Onboarding Seriously Image Courtesy of Michal Marcol at FreeDigitalPhotos.net
  10. 10. Successful SaaS Onboarding is a Form of Art THE SECRET IS IN THE NAVIGATION • • • • • Reduce Friction Points Check your analytics religiously Be an honest and forthcoming provider Stay in sight Read more on our blog
  11. 11. Perfect Your Customer Service PRODUCT QUALITY IS ALSO MEASURED BY ITS 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.
  12. 12. Close the Deal Image courtesy of sheelamohan at FreeDigitalPhotos.net
  13. 13. Make the Pitch DON’T LEAVE IT UP TO THE CUSTOMER • Compensate early converters • Don’t pounce • Seriously, make the pitch! Image courtesy of digitalart at FreeDigitalPhotos.net
  14. 14. And… that’s pretty much it! For site tours, walkthroughs, Insights on SaaS, conversion and customer experience on our blog or just to say hi – Go to iridize.com

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