Sales funnel for Saas products

In this article, let's talk about what steps a customer goes through in the sales funnel if you sell SaaS products.

Step 1: Lead Generation

In the first stage, when the visitor just saw your offer on the site or on social networks, your task is to eventually lead him to registration. It's hard to do it the first time.

SaaS products are different from regular sales because the interaction with your customers doesn't end after the sale, you need to maintain a relationship with the customer all the time and convince them to pay to use your product every month.

Therefore, your task is to get his contact for further communication and then bring him to registration, teach, and answer his questions. Getting in contact with the target audience is lead generation.

There are many ways to do this, read about it in our article -?18 effective ways of B2B lead generation

Step 2: Increase the number of registrations

It is good practice for SaaS owners to offer a free version of their product. This helps your audience understand your product and understand if they are willing to pay for your product on a monthly basis.

After working with leads, some of them will be ready to try your product. It's time to transfer them to registration. Not all site visitors who have started registration complete it. If your registration process consists of several steps or a large number of fields, then you lose people at this stage, and the conversion drops. Make signing up easy and don't require credit card details right away.

It is best to register using Gmail or a profile on social networks.

If you see that the user has not completed the registration, it is good practice to send him an email with a reminder.

Step 3: Increasing the value of your product

Often people register to see how things work and whether your tool will solve their problems. If he decides, they will stay. Therefore, it is necessary that during the trial period (or the first month of payment) the client understands your functionality and understands why he needs it.

Immediately after registration, the user enters his personal account, where his first session in the product begins. The first session is considered successful if the user managed to set up the function for which he registered. Find out what the user is interested in by asking them with qualification pop-ups and offering them relevant training materials and use cases.

Step 4: Switch from trial to paid version.?

Going to check out is an exciting milestone for both you and the customer. It’s one thing when nothing is required of the client, and another when he has to part with money in order to continue using your product.

Your task at this stage is to remove all doubts and fears, help, and tell again why he needs it.

Step 5: Keeping the customer's attention.

Once a user has started using your product and paying for it, you need to support its lifecycle and help them better understand the product's features.

Here it may happen that the user believed in the product at the first stage, believed in his strength or the strength of his team, and decided to take the product for a long paid test drive. But after trying for a couple of weeks, I realized that this is not it: it does not live up to expectations, it is difficult to integrate into your processes or it is not clear how to use it. In a word, he did not succeed, and he decides to refuse.

Such situations are foreseeable. How? Monitor user activity in the product.

Offer a discount for next month, offer to help the customer's team set up all the features, or offer a premium package for the price of the one your customer is using.

Step 6: Return of departed users

If the client left, this is not a reason to despair. If you can find out the reason, you can understand what you need to work on and what to improve in the product. Sometimes the reason lies in the fact that the user could not understand the tools, and such communication can help bring him back. Therefore, working with departing customers is important. Don't drop them.

Users who have not paid for the renewal of the subscription for the next period can be divided into two large segments:

- forgot or did not have time, but will continue to use;

- Decided to stop subscribing.

The first segment is easier to work with: they can simply be reminded of the need to pay.

Users from the second segment are difficult to return, but in any case, you need to get feedback on why they decided this way.

Your user will always have questions and problems - there are no perfect products. Ignoring these issues is the way to lose users. Therefore, you need to work with customers at all stages of the funnel proactively and anticipate any problems that they may encounter.

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