Intent: product descriptions, reviews, and branding
Customers who reach the intent stage are ready to buy a solution. Your job now is to persuade them to buy your solution.
Success here depends more on earning trust with potential customers than educating them. Let your product speak for itself—customer reviews, case studies, and benefits lists can help sway customers to give you, rather than someone else, their credit card number. Make sure you have highlighted what your product can do that’s better than the rest, why your other customers absolutely love it, and why your brand is a sign of quality.
On the landing page, we explain how customers can integrate our analytics software with their existing system, and the benefits they'll experience by doing so. We also include social proof, like testimonials and logos from existing customers, to boost trust even further. Finally, the page has a clear CTA to sign up for a free trial, making it easy for potential customers to move to the next step: purchasing.
Your customer is ready to commit to your solution. The last thing you need is for them to change their mind at the last minute.
Make sure your pricing is accurate. Finding out at this late stage that your pricing is above (or, in some cases, far below) what they’re expecting to pay is frequently the last thing standing in the way of the sale.
For SaaS companies, the only viable option is to base pricing on value. By finding out how much customers are willing to pay for your product before they reach a purchasing decision, you’ll increase not only your conversion rate but your profitability as well. Always opt for value based-pricing to maximize your revenue.
The show doesn’t end with the purchasing decision, though—you can also improve your retention or repurchase rate with a few extra tactics.
Repurchase and renewal: customer care over everything
Whether you’re selling subscriptions or one-time purchases, growing your lifetime revenue depends much more on retaining existing customers and increasing your repurchase rate than on the number of customers who click the buy button.
Customer churn can obliterate your business when left unchecked, but shifting your focus away from marketing in the final stage in favor of customer care and product advocacy can help keep renewal rates high. Make sure customers are happy—and that they’re staying happy—by touching base regularly. As your happy customers become more experienced with your product, ask them for testimonials or case studies, or ask them to refer you to other potential customers.