How to Use Messaging to Improve Your Conversion Rates

Do you want to increase your SaaS conversion rate to get more users for your product? If you're struggling to get visitors to understand your product's value, this process will help you get them to the "aha moment" quicker.

Plus, you don't need any copywriting or design experience to improve your conversion rate. In this video and post, you'll learn how to use messaging to make your product irresistible and get more trial users.

The best part is you won't have to go through tons of iterations perfecting your conversion rate optimization.

Secret #1: Why people don't convert 

There is only one reason why people don't convert, no matter what your conversion stats might show:

You failed to answer their questions about your SaaS product.

Here are just a few of the questions that a hesitant visitor may have when visiting SaaS landing pages: 

  • What does this do?
  • Can it fix my problem?
  • Does it work with other tools?
  • Why is this better than what I'm already using?
  • Why is this better than other solutions on the market?
  • How much time will it take to set-up and learn? 

If your pricing page fuels more questions than answers, people will look for an alternative solution. 

Say, for example, you have an excellent sales person giving product demos. They explain all your products features and show the trial users different ways the product can help solve their problems, and show social proof of how it has helped others.

But, when a user has a question at the end of the demo, the sales person says nothing. They are left sitting with their questions. It doesn't matter how many leads you have because you can say goodbye to free trial conversion and you won't have a new customer.

The easy solution in that situation is to train your sales people to answer questions and overcome objections. They could start closing a lot of deals.

And it's the same on your website. Someone hears about your great SaaS product, but when they visit your website, they're not sure about how your product works. They have unanswered questions and objections and then they leave, tanking your conversion rate.

Take a look at your website, and see if it answers the objections you know your average user has. If it doesn't, you should change it. When you do change it, you're going to want to know the next secret.

Secret #2: How to have a fail-proof redesign

If you have a problem with your website, changing the wording without fixing the underlying problem will not help you increase your conversion rate. Let's look at the redesign of SaaS company Drift's home page:

It's not clear who the customer is, how they are better than other chatbox tools, or that they can replace contact forms. They changed a few words, but they didn't answer these questions for the website visitor.

They might see incremental lift in their lead conversion rate, but most SaaS need more than incremental results.

A perfect example of this is hammering all day but never hitting any nails. You hit 100 times an hour but you have nothing to show for it. And it's the same for many redesigns. They're not hitting the nail, and fixing the underlying problem of answering questions in the mind of a potential customer.

Don't waste time and money redesigning your website unless you intend to fix the underlying issue. All you need to do is answer their objections.

Just Answer Their Objections! Build them a bridge across the chasm

There is a big chasm between where the user is and where they want to go. If they don't get their objections answered, there is a very big leap that most people won't be willing to take. If you answer their questions, you are building a bridge to help them cross the chasm, and that's a big step toward conversion rate optimization. You're reducing the risk for the user.

Ask yourself, the last time you redesigned your website, did you miss the nail? Did you answer questions and anticipate objections? If you didn't, then it was useless.

Three steps to help you redesign to improve your SaaS conversion rate

You can take three steps to help you have a successful redesign that helps craft a high-converting conversion funnel.

Step #1: Why do people buy your product? 

Start by simply understanding what drives a user to become a paying customer. Once you have those reasons in mind, write them down. Think about why people choose your SaaS instead of your competitor's SaaS. What makes them excited about your product? What are their favorite features?

Write down the top five reasons why people buy your product. 

It's very tempting to list all the technical features and get too deep into the user experience inside your product. That's not why a customer will sign up for your SaaS trial. They will sign up if they have an "aha" moment about how you can make their life easier.

If your product has fewer features than your competitors and isn't as established, you might think that you will have a harder time with conversion rate optimization. What you can do is frame the problem your users face so your potential customers understand exactly how your solution will solve their problem best.

Step #2: Why people don't buy your product 

Step two is understanding why people don't buy your product. To figure this out, it helps to list every hesitation you can think of that might arise for a free trial user deciding to become a customer. Some common objections that visitors might have include: 

  • How does this affect my bottom line?
  • How long does it take to set up?
  • Does it work with the X, Y, Z tool?
  • Do I have to change my process?
  • Why is this better than X tool? 

When your list is made, take a look at each objection and answer them on the website. Here's an example from GravityView:

screenshot of GravityView's pricing page after optimization

This tool helps you display GravityForms entries in WordPress. People understood the features, so we looked at the pricing page for conversion optimization.

Visitors could not tell which pricing plan was best for their needs. To resolve this issue, we explained the plans better, anchored the prices, and offer help to potential customers when choosing the right pricing plan for them. They were able to boost their conversion rate by 40% by answering the one objection of "which plan is right for me."

Here's a really crazy example from a tool that helps you collect reviews:

screenshot of InputKit's page after optimization

They were trying to sell to restaurants, but restaurants didn't see how the tool could help them. They wouldn't even sign up for a free trial. Once we clarified that online reviews are the biggest factor for restaurants to get new customers, and that this tool would increase the number of patrons creating reviews, the free trial conversion rate exploded.

Step #3: Have a formula/process 

When you understand why people buy or don't buy your product, you can develop a formula to help craft landing pages that boost your SaaS conversion rate. You begin the process by taking the lists you created from steps one and two. Then, fill in every section in order and check if you missed any objection. Here's a more in-depth overview of the formula:

#1 - The "aha moment" 

The "aha moment" is what gets people excited about your product. So, you want your messaging to accurately showcase it at the top of the page. Headlines stating "how to get X without Y" are very effective. One of my favorite examples is "Finally, an affordable messaging tool to help you onboard, engage, & retain more customers." This message is engaging because it opens the possibility of getting enterprise-level features at a price within the reach of a smaller SaaS startup.

#2 - The problem 

Next, focus on the problem. Remind visitors of how painful it is to use other tools on the market, and that your tool won't have that pain. 

Talking about your user's problems on your page shows that you are aware of the issues and therefore have the solution. Before you know it, visitors to your website are craving more information about your product, and they want to learn more about it. They enter the investment mindset and become more open to the possibility of becoming a customer.

It may seem counterintuitive, but you want to explain the problem before you describe your features. It makes a big difference for SaaS conversion.

#3 - The solution 

The next step is to explain in three to five steps how you solve the problem. There is no need to discuss all of the features. Stay focused on the outcome because that's what people need to know before signing up as a user of your product.

#4 - CTA 

Finally, you need to include a great call-to-action to get people to convert. Let people know why they should sign up and why signing-up for a free trial is risk-free.

Also, let people know what the next steps are to complete the process. If you do not answer these questions, you leave room for more objections. People will begin to doubt your product, and if your CTA is not convincing enough, you'll lower your free trial conversion.

The formula is like a coloring book

Having a formula is like a coloring book where you get to have the fun of creating beautiful art without having any drawing skills. You get to add all of your content without having copywriting or design skills. It just works, like in this example from Baremetrics:

Before, Baremetrics' page headline read "Recover" and after "Around 9% of your MRR is at-risk of loss to failed payments. What are you doing about it?

Previously the messaging talked about drip campaigns to customers with failed payments. There was no urgency to the message. But by focusing on the outcome of recouping 9-10% of their MRR with just one line of code and a five-minute setup, they saw a huge revenue boost. Again, we followed the formula and made it risk free for a user to try it out. It's very powerful.

That whole process took about an hour, and now that they know the formula, he can do it again and again in every area of their marketing.

Potentially thousands of different people may visit your website. Many are your ideal customer. However, they have questions that need answering. If your page does not address their objections, they will leave and you won't have a new customer. 

Only an average of 0.05% of people will try your product without having answers to their objections. Each time you miss out on an objection, you miss out on a conversion.

Why most people fail and what to do about it

Most landing pages fail because they focus on the wrong reasons why people buy the product. They also tend to identify the wrong objections or get stuck and work on the same thing that didn't work before and isn't working now. People also fail when they don't have a process, and they focus on iterations too much. 

If you want to increase your SaaS conversion rate and craft a high converting SaaS landing page without having any copywriting or design experience, make sure that you answer all of your visitors' objections. You can use the formula discussed in this post to help you do that properly.

Pedro Cortes
Pedro Cortes
I help B2B SaaS convert more visitors into customers through better messaging and positioning.
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