In recent years, personalization has been the buzzword in marketing. In digital marketing, it has met with some success and some scorn. Evidently, it is better implemented in B2C as compared to B2B. SaaS marketers, especially, find it a tough task to implement personalization and face a number of challenges when it comes to converting potential leads to customers.
SaaS buyers evaluate the product which is something intangible, that they cannot see or touch but they will use it closely with other teammates and it’s not even a one time purchase for them. It’s on monthly rental basis or on subscription basis and so it's a huge decision for the customer and also involves lots of deliberation. This is an important factor that differentiates SaaS marketing and conversions from other business. Also because of this, every piece of customer facing conversation you have is crucial and also keeping into account the competitors, it is important to have a brand differentiator.
The best practice to attract SaaS customers is to provide free trials and almost everything free to get them to use the product and like it. This is done with the help of free content put up on the website such as blogs, videos, e-books and white papers. The traffic attracted by this can be huge at times and in the initial days, there is not much conversion and all you get is huge amounts of data. This is where handling this customer information/data becomes crucial.
Why A/B Testing is not enough for B2B SaaS Marketing?
The customer data you have and also the real time information you get about visitor behavior are quite crucial and can be utilized to strategize, accelerate and get conversion goals achieved. This has been done through a common practice called A/B testing which is analyzing the buying behavior of various segments of audiences and then improving on the elements on the website to increase the conversion potential of the website. Though this has been useful to marketing teams, in the recent past Personalization tools and techniques have given us the extra edge that drives higher sales. However, many B2B marketers are yet to explore the state of the art technology in website personalization.
A crucial advantage of personalization over A/B testing is enhanced visitor experience. The focus is on giving the visitor highly personalized interactions at each touch point of his experience with the website. This personalization is crafted around the attributes of the visitor such as demographics, location, firmographic, job title etc. Out of these, Firmographic is a highly important for B2B SaaS as that helps you qualify the lead. This coupled with other attributes can also enable prediction of the purchasing power of the lead. Such qualifying of the lead can help in directing the efforts of the marketing and sales team to nurture and capture the right set of leads at the right time which does not happen in adequate measures in A/B testing.
Most Effective Personalization Tactics in SaaS-
1. Multi Channel Personalization
A visitor interacts with a company across channels - both offline and online. It can be through social media paid ads, emails, company pages, website blogs and e-books and video materials and additionally an executive from the company. Across all these channels, the interaction of the visitor should be personalized that creates his unique experience helping him to not just form a rapport with the company but also feel understood by the company. For example, when a prospective customer views an ad and comes to the website page, the message in the ad can be carried forward to the corresponding page and relevant message that will attract him to the exact product that he is interested in.
2. Most Effective Content/Experience Personalization Tips-
Customizing each customer touch point is the key to personalization. These touch points include -
1. In-line content
2. Banners/Hero Image
3. CTA Buttons
5. Survey Questions
6. Call outs
7. Pricing page
This is where a highly efficient Website Personalization software makes all the difference. With features like in-built visual editor, analytics and visitor journey tracking system, a website personalization tool helps in crafting dynamic elements across the page such as Call-to-action buttons, pop-ups, surveys, Hero images depending on various factors such as in which stage of the sales funnel he is in and also on the number of visit he’s made.
For example, in the case of an Ed-tech website, a visitor who is checking out let’s say, Data Science courses for the third time requires a different nudge to make the decision- this can be in the form of a price reduction or ‘talk to our academic counsellor to clear doubts’. On the other hand, someone who checks out different courses on the website can be directed to a catalogue of courses and directed to a survey which helps to understand his course preference.
3. The Role of Persuasive Visuals and Text-
It’s true that marketers at every level understand the importance of texts and visuals in engaging customers, however, as the latest in technology keep rolling out, there is an increasing scope of personalization and that requires in-depth understanding of customer behavior at various points of interaction.
Persuasive content is all about storytelling with the help of text and visuals that attracts, hits the personal note, engages, creates curiosity/interest and prompts to take action. This strategy is best applied when you have personalized segments on the website that have higher convincing power.
Analyze Conversion Rate with respect to Website Personalization-
The analytics from website personalization can be analyzed to measure the effectiveness of the techniques. This is a reliable insight into your customer’s behavior and purchasing trends in the industry that serves as a treasure trove of data which can be leveraged further.
1. These results enable goal tracking as well as setting newer goals.
2. No more GUESS WORK in targeting customers, instead you have data and statistics backing your efforts.
3. Statistics claim that websites that used personalization software saw a spike in conversion upto 40%
4. Website personalization impacts not just conversions but other tangible metrics such as customer retention, remarketing, customer loyalty.
5. This fosters data driven approach and decision making in customer acquisition.
There is unique buyer intent behind every SaaS sale. Are they already using a similar product and are looking for a better alternative? What are the existing integrations they have? What are their requirements related to company size and work? Personalizing for SaaS customers can be complex, however, it can be simplified multi-folds with a system that enables easy experimenting and result tracking. Customfit.ai, a software that creates seamless integrations and provides result oriented data driven implementation of conversion optimization strategies can be a catalyst for scaling SaaS businesses.