It’s not at all cool to lose customers especially for your SaaS product. You lose customers; you lose money – that’s how straight it is.
If I speak in the language of SaaS (Software as a Service), we term it as Churn rate. A churn rate can be defined as “the annual percentage rate at which customers stop subscribing to a service at a specific time-period.”
Alan Gleeson is a B2B and Tech Marketing Consultant. Based in London. Passion for #SaaS.
Co-Founder of saasresources.com
With lots of research and following SaaS competitor’s activities, you have made your SaaS application for users like me to Sign Up for a particular problem to be solved like a Project Management Tool, Customer Relationship Management Tool, and Helpdesk Management Tool and so on.
You desperately need users like me to sign up to your app and curved with next steps but you are confused that;
- I am not doing any further actions which can solve both of our problems.
- Why is my conversion rate not the way I had planned!
- Why am I getting so much of ‘Cancel Subscription’ request!
The above are some of the most basic questions that come up to your mind to haunt you every single day.
I am sure you made-up everything which are easier for me to go with your offers like free trials, no credit card info, primary sales CTAs, cool videos and graphics but still I am not active on your app and there is no more improvement in users sign up. Why?
Have you ever think is your app or website providing right information which the SaaS users are looking for?
“Customer success is simple ensuring that your customers achieve their desired outcome through their interaction with your company. That's it.”
Lincoln Murphy – Customer Success Consultant and Keynote Speaker
After some research and analysis I found some important reasons why SaaS users are not interacting more and how you can you maximise your SaaS growth. Let’s have a look;
Reasons why users might not be interacting with your SaaS platform;
1. Data Security Matters for everyone: When it comes to SaaS and cloud storage many of the SaaS users think the safety of their business data. More than 75% Americans don’t trust on cloud storage and they believe their personal data and files are in risk in the cloud.
As a SaaS marketing guy, you need to educate them about the security system and make them sure to purchase through right information, easy to understand content and documentation about security, virus, spam, email management and others.
2. Recurring Pricing Subscription: At the initial stage of your SaaS business, some users may not interested to adopt recurring pricing subscription on new products for long-term basis. More than 69% users are not interested in long-term commitment on SaaS plans.
Offer them simple and comfortable pricing packages with options to cancel the subscription at any moment as they please. Make them aware about the benefits of subscription model.
3. Don’t have time and Knowledge: I am pretty sure not everyone has all the knowledge while adopting a new technology or new stuff and they take some time to adjust to the environment and system - this process kills their time and resource.
In that situation, you need to give an online demo about your SaaS application features and installation. You need to provide complete documentation about the app. Step-by-step video tutorial and eBooks are more helpful to convey users about your product or app.
