Gro.X

“Don’t sell features - sell the benefits.” I call bullsh*t. On a SaaS landing page, we absolutely need to sell the features. By following the oversimplified advice above, We’d be at the risk of losing ready-to-demo, bofu leads who are already sold on the benefits from prior research. They don’t need to be sold on the benefit anymore. They’re doing a feature-to-feature comparison of similar products at this stage of their buying journey. So should we ignore the common advice above completely? No, not really. We should show features AND link them to the benefits. For example, ONLY showing the features ?: Reach prospects through 50+ intent signals ONLY showing the benefit ?: Send timely, highly relevant outreach. Showing features & benefits: Reach relevant prospects at the right time with 50+ intent signals. ? In SaaS, showing features is just table stakes. How we frame the features is the name of the game.

PSA: If you don't already have a CTA/ contact form on your blog pages add them now. Surprising to see how many companies pour effort into bringing traffic onsite but don't leave an option to convert directly.

“???????? ?????? ????’???? ???????? ???? ?? ?????????? ???? ??????” … Literally music to my ears. This is the phrase I aim to hear from every single client. Last week, a valued client shared this exact phrase on their LinkedIn post referring to Gro.X’s services. And something magical happened. Another client of Gro.X (and a role model of mine), joined in the comments : “???? ???????? ?????? ?????? ?????? ?? ?????????????????????????? ??????????” It’s moments like this that make it all worth it. I originally come from a design background – ROI wasn’t easy to prove. That’s what pulled me into the world of CRO – where creative and analytics meet to create business value: conversions. And I finally get to hear the precious word “??????” ?? What is that one thing you strive to hear from your customers?

When do we know it’s time to change our B2B website? When our top & middle of funnel investments aren’t creating the ROI we expected. This means: ? SEO ? Paid ads ? Webinars ? Email marketing ? Social media content Where do these all lead? To our website/landing page. From our buyer’s perspective, there’s a disconnect. Whatever intrigued them before, isn’t speaking on our website. They almost became a customer, but now they bounce. Don’t let this happen. Optimizing our BOFU for conversions, is the last detail that creates outsized returns. On our website & landing pages: ? Make sure messaging is aligned with TOFU & MOFU content ? Enable feature-to-feature comparisons by making the product interface very clear. ? Show plenty of social proof to assure buyer’s they’re making the right choice. ? Address any potential objections in the content. ? Suggest an obvious next step. We’ve put in all this work throughout the buyer journey. It’s time to reap the rewards. Let's perfect the last mile and ensure that precious conversion.

Here’s a hot take. Dark mode websites are mainly for startups. I agree they look cool. AND there are some unicorns that have scaled with a dark mode website. But most enterprise websites still use a white / light background. Why? 1??????????????? ?????????????? ?????????? – you know what kind of websites are traditionally dark? Gambling sites, and other sites we’re too ashamed to tell our grandmas. Keep in mind: psychological association is a powerful thing. For the same reasons stores keep their lights bright, we should keep our websites too. 2?? ???????????? ???????????????? – white copy on a dark background can be harsh on the eye. Information on our website needs to be super scannable, and dark mode doesn’t help. 3?? ?????????????????????? – More than 90% of enterprise websites have a white background. If we’re selling to them, we need to look like them. It's tempting to do things uniquely, but we don’t need to reinvent the wheel. Choose clarity over cleverness. Choose to be trustworthy over unique.

Are G2, Capterra or Gartner ratings still authentic? There’s been a lot of discussion here on this topic. The truth is – authentic or not, they’re still effective. So flaunt them on your website. Here’s the thing: B2B buyers are playing defense. Before they even start comparing features, they’re shortlisting solutions based on a proven track record and brand reputation. A history of happy customers, validated by third-party ratings is table stakes in the enterprise B2B game. If you’ve got em, flaunt em.

Moving upmarket? It’s time to shift your messaging from targeting users to targeting buyers. For startup customers, the user is often the buyer. That Founder or “CMO” you’re selling to is likely the one doing the grunt work using your product. If you’ve only been appealing to the end user - presenting features and ease of use, it’s time for a messaging refresh. Strengthen your language on: 1?? KPIs your buyer is accountable for. 2?? Data observability (Dashboards and analytics) 3?? Enabling managers to track team performance and scale. 4?? Governance and safety (ISO, SOC and other industry specific certificates). New Year New Me? Nah ?, New Market, New Messaging ?

Iteration brings innovation. We often see “innovation” as destroying existing ways and rebuilding from scratch. But this approach is like leaping into the abyss and praying we make it alive. ??????????’?? ?? ???????????? ??????: Experiment, test and keep what works. Aka, iteration. When iterations stack up and become unrecognizable from the original, the results become innovative. Look at Rep AI’s website. Checking in from time to time, I always see something change. Their product is designed to increase conversion rates of e-commerce sites, so they’re quite savvy in iterating and improving their own. ?? And their current website is completely unrecognizable from the first. Although I don’t have Rep AI's conversion rate data, here are some of their recent successes: ? $8.2M in Series A ? 500+ Brands using their product ? 4.8 Stars rating on Shopify store ? 15% MoM growth rate. Great brands innovate through iteration. Start iterating and testing, and one day we might realize we’ve innovated without even knowing.

Your landing page is an intense Tennis match. Serving up our headline: "Slice your cloud costs by 35%, instantly." The prospect returns with a sharp crosscourt shot: "How do I know this will actually work?" You rally back with a just-in-time backhand: "Check out the Grand Slam lineup of logos and customer testimonials" They lob a defensive return: "That doesn't mean it will work for me." You smash back: "We're so confident, we offer a 100% money-back guarantee if you don't save on cloud costs in the first month." Their next volley comes fast: "Does that mean you’ll lock me into an annual contract?" You return with a precise drop shot: "It's a flexible monthly subscription – cancel anytime you wish." They're at the baseline now: "This is too good to be true, how does it even work?" You serve an ace: "This is exactly how it works, and here are the features that make it happen.” You can see them warming up: "Maybe this can really work..." Match point: "There's no risk – sign up for the trial and see for yourself." Game, Set, Match! ?? Arm your landing page with objection handling elements based on research and a deep understanding of your ICP - and watch those serves turn into conversions.

You can't ???????????? be there for your customers. At least not in the way they need. But what if your website could give them everything they ever want? Welcome to product-led growth. Your website is now your sales, customer success & support team. So, how do you set your web-teams up for success? 1?? ???????????????????? ?????? ?????????????????????? (??????): ? On the homepage, prioritize features and business outcomes over mission & branding. ? Show social proof that users love your product. (logos, testimonials, case studies) ? Make your signup flow immaculate through AB tests. ? Preaddress common objections in the copy. 2?? ???????????????????? ?????? ????????????????????: ? Have tutorials available (Clay University, Webflow University, etc) ? Have separate pages highlighting key features and workflows. ? Make templates browsable that help users start easily. 3?? ???????????????????? ?????? ??????????????????: ? Link communities of other product users (Slack, Discord, etc) ? Publish content relevant to ICP. (Blogs, Embed Youtube,etc) ? Publish self-serve documentations. Yes - that can be a lot. If you're scaling, focus on CRO first. Use Google Analytics to identify page paths where you're acquiring the most users, and start from there. Many times, it'll be some combination of home, pricing & signup pages. P.S Merry Christmas :) ??