The 5 Keys to a Successful SaaS Product Trial
How do you know whether your SaaS product trials are generating enough product-qualified leads (PQLs)?
Do you know how to make the most of your SaaS product trials? Here are five keys to a successful SaaS product trial.
1) Give Them What They Want
You can’t just throw your product in front of people and assume they’ll be impressed.
You need to make sure you’re giving them what they want, and one key way to do that is by creating landing pages for each persona (or user type) and directing PQLs into these specific areas.
At HubSpot, we set up separate email campaigns for each persona and then direct those users to different landing pages depending on their interests.
2) Create Strong Landing Pages
Make sure you set your landing page up for success by having one very specific goal in mind.
In HubSpot’s case, that’s getting people signed up for a free trial of our product.
As much as we would love it if people started taking advantage of all of our features and loved using our product, that’s not what we want on landing pages.
Instead, we are laser-focused on getting users into at least one 30-day free trial or demo.
One of the best places to target potential B2B users is on Linkedin. Read How to Target Your B2B Audience with LinkedIn Advertising.
3) Offer Great Support
When customers have questions, you want them to be able to find answers quickly.
An easy way to do that is by offering self-service support options like live chat and FAQs.
With these, you can reduce your support team’s workload and empower users — all of which leads to better conversion rates.
4) Set Up Your Sales Process Properly
Your sales process should be set up in such a way that you’re building as much trust and comfort with your prospects as possible.
Setting up landing pages that provide detailed product information and are easily navigable, along with other parts of your sales process like demos or free trials, can help build trust.
As I mentioned before, PQLs are already extremely interested in your product, so they’re exactly who you want to spend more time with.
In fact, we know that spending just 30 minutes with an account executive (AE) significantly increases trial signups from PQLs.
We recommend that AEs have these meetings at least once every week when it comes to PQLs — they’re very high-value accounts!
5) Get Data From Each Lead
To determine whether or not your trial is successful, you should track data from each and every lead.
How long have they been on your trial? What’s their decision-making process?
If you make it easy for leads to get feedback while they’re on your trial, you can learn even more about what’s going on in their heads as they weigh their options.
Consider adding forms and surveys that collect feedback at pre-determined intervals during your product trials.