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Unlocking the Secrets to Boosting Your B2B SaaS Conversion Rate

September 19, 2023
Updated: December 20, 2023
Reading Time: 13 minutes
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Hello there, SaaS enthusiast! Have you ever wondered how some software companies effortlessly convert free trial users into loyal customers? You’re not alone. Today, we’re diving deep into the B2B SaaS conversion rate (also known as CRO), unravelling the secrets behind those enviable numbers.

These B2B SaaS rates are a critical metric for businesses operating in the software industry, acting as the guide to ensure your marketing efforts are on track. Thus, it’s crucial to investigate when your conversions aren’t aligning with your KPIs. This article will explore B2B SaaS conversion rates, why they are essential, and how businesses can optimise them.

What Is B2B SaaS Conversion Rates?

These figures measure the percentage of people who take a desired action, such as signing up for a demo or becoming a paying customer. At its core, it represents the efficacy of your product offering and marketing efforts combined. 

For example, you can calculate the amount of visitors-to-free-trial users by dividing the number of conversions by the total number of visitors or free-trial users and multiplying it by 100. For instance, if a website has 1,000 visitors and 100 of them sign up for a free trial, the conversion rate would be 10%.

Different Types of B2B SaaS Conversions

Every SaaS journey is marked by vital milestones, each representing a unique conversion, such as signing up for a newsletter, attending a webinar, booking a call, or making a purchase. However, in B2B SaaS, there are two crucial ones you should be eyeballing:

1. Website Visitor to Free Trial

Converting visitors into free trial users is essential in the B2B SaaS conversion process. It is the golden ticket to securing more subscribers and, thus, generating consistent revenue. So, when a person lands on a web page, it should convince them to take action. For example, imagine your website as the cover of a book, where your information only scratches the surface. The aim? To get readers curious enough to peek inside, where they can learn about your compelling offer for themselves. A low conversion rate at this stage could indicate an issue with your: 

  • Landing pages
  • Content marketing plan
  • Call-to-actions (CTAs)
  • Messaging and value proposition
  • UX/UI

2. Free Trial to Premium User

Converting demo users into paying customers is another critical step in the B2B SaaS growth process, and it’s where the real challenge begins. You’ve enticed them with a free demo, but how do you convince them your product’s worth paying for? 

During this period, prospects are evaluating the effectiveness of your platform and assessing if it fits their needs. This rate will reflect how well you are demonstrating that. However, if free trial users are dropping off at this stage, there might be a problem with the following: 

  • Poor integration of existing software
  • The product is too complex to use 
  • Poor customer service
  • The price point doesn’t align with the perceived value of the product

SaaS Conversion Rate Benchmarks

Understanding B2B SaaS conversion rate benchmarks is helpful for businesses to set goals and track their progress against the industry norm. However, be mindful that these are averages, and there’s no one-size-fits-all. 

These figures can vary significantly depending on the specific circumstances of each business. For instance, the conversion rate for demo users can dramatically shift if you ask for credit card details upfront. Therefore, it’s worth understanding that your results will differ if you have an opt-in or opt-out model. Furthermore, businesses offering freemium models will have a much lower success rate than those offering free trials, as many users find the free features sufficient.  

That said, while conversions can fluctuate due to industry, target market, and product complexity, businesses can use general benchmarks as a reference.

ActionAverage Conversion Rate
SaaS Free Trial Sign Up2.5-7.1%
SaaS Free to Paid Subscriber14-25%
Freemium to Paid User 1-10%
Newsletter Sign Up1.95%
Qualified Lead From Webinar 73%

Businesses should use these benchmarks as a starting point and continuously monitor and optimise their conversion rates to achieve their goals.

SaaS Conversion Rate Optimisation

Alright, it’s time for some real talk. Optimising your conversion rates isn’t just a nice-to-have; it’s your ticket to maximising revenue and expanding your customer base. When you improve this statistic, you’ll increase the number of qualified leads and paying customers, leading to higher revenue and a more sustainable business model.

However, before implementing any changes, you must run an audit to identify which B2B SaaS conversion rate is underachieving. With this information, you’ll start to get an idea of what went wrong and take the necessary steps to improve your approach. So, let’s get into some top tips to improve your conversions. 

4 Tips to Improve B2B SaaS Conversion Rate

1. Re-Evaluate Product-To-Market Fit

First and foremost, ensuring your B2B SaaS offering resonates perfectly with your target audience is essential for elevating conversion rates. If you do not see the statistics you expect, take a moment to re-evaluate your market fit. You can do this by considering the below questions:

  • Does your software meet a genuine need? 
  • Are your customers using your main product features? 
  • How many sign-ups do you get on a weekly basis? How does this compare to your website visitors? 
  • What’s your average customer lifetime value? 
  • Are your existing customers using your product daily?

Some tools at your disposal include, but aren’t limited to, surveys, in-depth interviews, and detailed competitor analysis. In particular, the insights of your current users are worth their weight in gold. Harness their feedback to understand areas where your product can be enhanced to more precisely cater to their challenges. 

The B2B SaaS space is dynamic, and your product needs to be, too. It’s never a matter of ‘set it up and let it be’. Instead, keep refining your software offering in response to real-world data. By aligning your product ever closer to your audience’s requirements, you’re paving the way for impressive conversion rates.

Consider Zoom, the video conferencing giant. Their success during the remote work boom was due to more than the global need for remote working infrastructure but also their efficient freemium model. A clear, easy-to-navigate website, combined with a direct value proposition, allowed visitors to quickly understand the product’s benefits. In short, they adapted their free trial offer to meet market demand and thus became the icon for the rise in remote video conferencing. Therefore, in the B2B SaaS game, clarity and relevance are critical conversion drivers.

2. Qualify Your Leads

Qualifying leads is essential to ensure they are a good fit for the product. Businesses should create a lead qualification process that includes criteria such as industry, company size, and budget. By filtering prospects to the ones most likely to convert, businesses can focus their resources on high-intent leads.

To improve this step, you can use tools such as lead scoring and automated lead nurturing. Lead scoring assigns a numerical value to each person based on their characteristics and behaviour, allowing businesses to prioritise those with higher scores. In addition, automated lead nurturing involves sending targeted and personalised content to people based on their interests and stage in the buying process.

Remember, not all leads are born equal. Invest time in understanding which ones are worth pursuing and watch your conversions sore.

3. Creating a Seamless User Experience

Boosting those B2B SaaS conversion rates comes down, in large part, to offering a buttery smooth user experience. As you navigate this space, iron out any bumps or hurdles that might cause your users a moment’s pause. Remember, every touchpoint should flow seamlessly.

Here’s a rundown of effective tactics to enhance user experience and ensure that prospects remain gripped from their first click to the last:

  • Crafting Compelling CTAs: Your CTAs should not only grab attention but also guide users effortlessly to the next step. Ensure you place clear, compelling CTAs on relevant landing pages.
  • Mastering Retargeting: Did you know retargeted website visitors are a whopping 43% more likely to convert? It’s a number you can’t ignore. If users are dropping off, ensure you reel them back in with a personalised email or incentive.
  • Harnessing the Power of Social Proof: Testimonials, reviews, and case studies can bolster your credibility. Prevent potential customers from doubting your offer and show them exactly how it benefits businesses like theirs.
  • Optimising for Mobile: With the uptick in users accessing platforms via smartphones and tablets, this is a non-negotiable step. Not to mention, mobile-optimising a site can amplify your conversion rate threefold. Thus, ensure the page loads quickly, the content is clear and formatted professionally, and sign-up forms are easy to access.
  • Streamlining Form Fields: The quicker and easier you make it for users to interact, the better. Therefore, keep forms concise and avoid too many fields.
  • Diversifying Sign-Up Options: Whether through social media logins or single sign-ons, flexibility is the name of the game. You want your potential clients to have an accessible way to interact with you.
  • Make Your Messaging Clear: Your landing page should be crystal clear in spelling out the product’s value proposition, spotlighting its standout features and benefits. Always target your ideal customer’s pain points and demonstrate how your product solves them.
  • Incentivising Sign-Ups: Why not offer a tantalising incentive? Whether it’s an informative ebook or an exclusive sneak peek into premium content, these perks can coax users into signing up for newsletters.
  • Personalised Onboarding: Are you seeing a dip in free-to-paid users? You might need to review your onboarding process. Easing users from a freemium model to a paid one is a fine art, but taking the time to introduce free trial users to your platform can do the trick. At this stage, you should educate them on features, show them how to use your platform for their goals, and offer time-limited offers to encourage adoption.

4. Experiment Using A/B Testing to Boost Conversions

Ever heard the saying, ‘Don’t put all your eggs in one basket’? This couldn’t be truer for B2B SaaS conversion rate optimisation. One of the most favoured tools in a marketer’s CRO kit, with a staggering 56% vouching for its effectiveness, is A/B testing.

A/B isn’t just a buzzword – it’s a gateway to understanding your audience’s preferences. Here’s how you can make the most of it:

  • The Basics Unveiled: At its core, it involves comparing two versions of a webpage to see which one performs better in terms of conversions. Think of it as a digital experiment where real users interact with both versions.
  • Where to Start: Landing pages, sign-up forms, and CTA buttons are prime candidates. But don’t stop there! Think email campaigns, product descriptions, and even pricing structures.
  • Narrow Down Variables: If you’re trialling a CTA button, for instance, play with its colour, text, or placement. Just remember to try one change at a time so you can pinpoint exactly what made the difference.
  • Dig Into the Data: Once your A/B test runs its course, it’s analysis time. Tools like Google Optimise or Optimisely can help sift through the results, giving you actionable insights.
  • Implement and Iterate: After uncovering which version resonates more with your audience, it’s time to implement the winning changes. However, the journey doesn’t end here. Regularly revisit and re-examine to stay attuned to evolving user preferences.
  • Beyond the Obvious: This method can also unveil deeper insights about your audience. For instance, if a particular demographic responds better to a version, it can inform future targeting decisions.

Pro Tip: While A/B testing is mighty powerful, always approach it with a clear hypothesis. Don’t just try something for the sake of it. Each change should answer a specific question or address a potential pain point.

In the ever-evolving landscape of B2B SaaS, staying one step ahead is crucial. A/B changes are more than just a method; it’s a mindset. It pushes you to constantly challenge the status quo, ensuring your platform remains relevant and appealing.

Should You Outsource B2B SaaS Conversion Rate Optimisation?

Are you a B2B SaaS company frustrated with the trickle of website visitors who never sign up for a free trial? Or perhaps you’re scratching your head, wondering why those demo users aren’t converting to paid subscribers? NUOPTIMA feels your pain and has the expertise to turn it around. We specialise in pinpointing where the drop-offs happen and implementing strategies to patch those leaks. 

We begin with a thorough audit of your user journey, identifying friction points and bottlenecks that deter possible buyers. With this information, our teams come together to develop a strategic plan for growth. For example, our tailored SEO campaigns aim not merely to increase website visits, but to draw in the sort of audience that finds genuine value in your offerings. Through meticulous A/B testing, we refine landing pages to resonate with your audience’s pain points and desires. 

Additionally, our SaaS email marketing agency goes beyond generic follow-ups; we segment and personalise, ensuring each communication nudges the user closer to the desired action. Furthermore, we harness the power of retargeting ads, reminding potential customers of the solutions you offer just when they need them.

As you can see, we delve deep into user behaviour, ensuring that trial users see the undeniable value of your SaaS platform, driving them closer to a paid subscription. Thus, we don’t just aim to boost numbers but to build a seamless conversion funnel that turns interest into commitment. If you’re tired of seeing potential revenue slip through the cracks, it’s time to chat with NUOPTIMA.

Conclusion

B2B SaaS conversion rates are a critical metric for businesses to track and optimise to increase revenue and customer retention

Companies should focus on creating a targeted user experience from the entry point to the final purchase. They should also benchmark their conversion rates against industry averages and continuously monitor and optimise their performance. By re-evaluating product-to-market fit, qualifying leads, and creating a seamless user experience, businesses can improve conversion rates and achieve growth goals. 

If you’re looking for a B2B SaaS marketing partner, meet NUOPTIMA. Book a call today and discover how our team can support your growth.

FAQ

What is a good B2B conversion rate?
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A good B2B rate varies based on the industry, product, pricing, target audience, and marketing strategies employed. Generally speaking, a 2-5% conversion rate is considered average for B2B industries.

What is a good conversion rate for SaaS?
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The rate for SaaS businesses can vary greatly depending on factors such as the complexity of the software, the target market, pricing models, and the sales cycle’s length. Typically, a free trial to a paid customer conversion rate for SaaS companies is around 15%, while a visitor to trial sign-up might range between 2.5%. Again, it’s essential to look at specific benchmarks for your SaaS category and target audience.

How do you scale up B2B SaaS?
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Scaling up a B2B SaaS through CRO primarily involves enhancing the user experience to drive more sales. Begin by analysing your current conversion funnels to identify drop-off points or areas of friction. Consider implementing A/B testing, using feedback tools, refining your onboarding processes, and looking for ways to automate these processes to accommodate increased demand.

References

https://sumo.com/stories/email-signup-benchmarks

https://userguiding.com/blog/conversion-rate-optimization-statistics-trends/

https://userpilot.com/blog/saas-average-conversion-rate/

https://firstpagesage.com/seo-blog/saas-free-trial-conversion-rate-benchmarks/

https://www.zippia.com/advice/webinar-statistics/

https://userguiding.com/blog/conversion-rate-optimization-statistics-trends/

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By: Liza Mazharova

Lead SEO Editor

Lisa has an MSc in Biochemistry from University of Maryland in the US. She spent the last 10 years leading SEO and content projects in technical and medical fields. Lisa has been managing and building SEO teams in the past and has been instrumental to NUOPTIMA’s growth.

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