The Psychology of SaaS Lead Nurturing: How to Get to "Yes" Faster

SaaS Lead Nurturing

When you’re trying to boost revenue and the number of paying users for a SaaS, your website and signup page are only one piece of the puzzle. Optimizers tend to forget that the entire funnel requires optimization.

Focusing on your signup page will help you increase trial signups upfront. But the major questions are:

  1. Are paid signups significantly going to go up?
  2. Would increasing free trials result in churn increasing?

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False Bottom

UX mistakes often go undetected because they are quiet. They aren’t a broken image or a misspelled word or a form that isn’t sending. No, UX mistakes are foundational.

To visitors, UX mistakes are loud, whether they consciously detect them or not. In fact, IBM is credited for the saying, “Ease of use may be invisible, but its absence sure isn’t.” [Tweet It!]

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Transactional Emails

A while back, Seth Godin published a list of things that “every good marketer knows”. Among that list was: “Anticipated, personal, and relevant advertising always does better than unsolicited junk.” His conclusion was that there is a very big difference between knowing and doing.

Good marketers continue to send unsolicited junk. [Tweet It!]

Transactional emails are the key every good marketer is talking about, but that few are doing something about.

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You know that a good user experience leads to more conversions. You also know there’s always room for improvement, and you’re never done optimizing. There are always areas of opportunity.

One of the biggest areas of opportunity, for most companies at this point in time, is mobile optimization. How is it different and how can you improve the mobile user experience?

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You’d think conversion optimization and SEO should play together nicely, right?

In theory, conversion optimization aims to improve the user experience, which, conveniently, is what Google wants to do as well with their top search results. Therefore, the more you test and improve your site, the higher it should appear in the rankings. You get more traffic, more conversions, more money – in an endless hockey stick shaped cycle.

Of course, it’s not so simple.

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Google Tag Manager

As an optimizer, it’s your responsibility to understand the implementation and analysis of digital analytics. Gone are the days of relying on the IT department to help you with basic analytics tracking. [Tweet It!] Fortunately, Google Tag Manager makes it easy.

Still, many optimizers don’t use Google Tag Manager (or any tag manager, for that matter) because it looks daunting. The truth is that once you understand the basics, it essentially becomes a second language.

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Watch this trailer of The Hateful Eight, and then fill in the blanks:

K I _ _

Because of priming, you’re most likely to spell k-i-l-l because of the violent images in the video clip. You’re highly unlikely to fill in the blanks to spell k-i-s-s or k-i-n-d, or anything else really.

Priming is a popular strategy to influence human behavior, and it’s one that has been studied extensively for quite a while.

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