SaaS

How One SaaS Company Increased Demo Signups by 19.22% With a Product Wizard “Quiz”

Are you struggling to get more people to sign up for your product demos?

If you are, you may want to take a cue from the grocery industry. Here’s why…

Giving away a free sample can increase sales up to 2,000%, as it did for Marsh Supermarkets. In fact, 68% of their customers said it persuaded them to make a purchase.

A 2011 study by Carrie Heilman found that free samples can encourage someone to switch from their planned product purchase to the promoted product. It was found to “draw” people in and encourage a sale if they didn’t have previous plans.

But to get prospects to bite on these offers, you have to make it as easy and compelling as possible for the user to say “yes.”

That’s why quizzes are an incredibly powerful way of generating leads. In a recent example, the Worth Global Style Network used a “What’s your customer type?” quiz to generate 243 leads with just 1,415 visits.

We did this ourselves with a product wizard quiz and increased our client’s demo sign up conversion rate by 19.22%.

In this article, you’ll learn exactly how we did it and how you can use a quiz to achieve similar results for your product.

The Problem: Product Line Expansion Caused Confusion

Our client, a B2B software company, had recently acquired a competitor in their industry. This acquisition expanded our client’s product line from one to three.

This shift caused a huge brand confusion issue. Specifically, customers and prospects familiar with the old product weren’t familiar with the new ones.

From the new options being presented to them, the client’s prospects were confused on which product was right for them. To make matters worse, the product options weren’t exactly easy to explain, causing users even more confusion.

confusing-product-options
These were the different choices users had to pick from. As you can tell, it’s not exactly as simple as choosing an ice cream flavor!

As you can see, users had to decipher the vague wall of text above to figure out which option was right for them.

Here’s the bottom line:

Potential customers were abandoning the demo sign up and not taking action because they were confused.

This begged the question: how can we clarify these options for users to reduce confusion, boost demo signups, and drive more sales?

The Solution: A Product Wizard Quiz!

We decided to make the demo sign up experience more intuitive (and enjoyable) for the user by guiding them to the option that was the best fit.

To accomplish this, we created a product wizard to ask users a series of questions that would help them figure out which product was right. As an added bonus, it allowed the user to give us information in a fun way, almost like a game.

product-wizard-we-recommend
This was the first version of the product wizard quiz. It was a clean, simple quiz to help the customer decide which product was best.

At the end of the quiz, the user was offered a free demo version of the right product based on the responses they provided.

As a finishing touch, we removed the names of the products at the end of the quiz to sidestep the brand confusion issue.

The Results: Better Customer Satisfaction, Less Confusion, and More Demo Signups

Our usability testing showed that users found the quiz to be easier to understand and use. The clean progress bar helped as well, propelling users through a clear sequence of steps.

Even better, we achieved a 17.39% uplift in total demos signups and a 19.22% uplift in the overall demo conversion rate.

Not bad — but we weren’t satisfied. We knew that through a little bit of testing and tweaking, we could potentially achieve even better results.

So we aimed to improve on the original with a second version of the quiz. Here are a few of the key points we tested:

  • “Smart” Quiz Options: Version 2 of the quiz gathered data from previous user answers so they would have to fill out fewer form fields at the end of the quiz. We were ultimately able to remove four form fields, using the “smart” functionality to input data the user had already provided. (Pro-tip: You can also get the form to pull in data dynamically through the user’s IP. Examples include the user’s state and country information.)

which-demo-is-right-for-you
The quiz gives options to choose from based on the user’s previous answers.

  • Embedded Forms: In Version 1, the wizard redirected users to a separate page to sign up for the demo. This added extra load time, which increased the chance of users abandoning after being pushed to that page. Instead, we embedded a form directly into the last step of the product wizard quiz.

final-step-demo-recommendation
This was the last page of the second version of the product wizard quiz. Based on previously input data, there were fewer form fields to fill out at the end.

With Version 2, we saw another healthy increase in performance. Overall, the conversion rate of demos increased by 14% and demo submissions increased by 27%.

Conclusion

If there’s any chance your customer is confused by your product offerings, a product wizard quiz could be the solution you’re looking for.

If fact, if you’re looking to segment your audience in any way, a quiz may very well be the perfect tool for you to test.

Here’s why:

  • It provides an immediate value proposition and clear path to solving your user’s problem.
  • Users get a chance find out exactly which of your solutions work best for their unique situation.
  • It removes distraction and makes it clear what the user’s next action step is.
  • It helps and delights your audience, which is what you should always strive for.
  • It makes your users even more inclined to sign up for your demo.
  • It leads prospects to buying a conclusion rather than telling them what to buy — a powerful strategy that’s also more honest and ethical.

The truth is, your users don’t want to do any extra work. They want you to tell them what’s best.

This isn’t new advice — Companies have been using quizzes to great effect in SaaS and other industries for years. But we hope this article has shed some light on how you go about implementing quizzes on your website to boost your SaaS conversions.

If you’re ready to build a quiz for your site, it’s easier than you might think. For instance, we had our own developers create a product wizard without much trouble. And even if you don’t have developers, there are plenty of “plug-n-play” services out there that can do this for you, such as:

So, what are you waiting for? Try this tactic out for yourself & let us know what you think!

What obstacles have you had in your journey to boost demo signups? Have you tested quizzes as a conversion tactic and if so, what were the results? Let us know in the comments and we’d be happy to help.

About the Author: Will Chou is a digital strategist at WebMechanix, a digital marketing agency specializing in AdWords PPC marketing and focused on providing real business results. Get a free case study as a gift: How a Healthcare Company Tripled Paid Search ROI in Three Months.


The Kissmetrics Marketing Blog

Why Every SaaS Employee Is A Part of Customer Success

Customer success is a necessity.

For your SaaS business to survive, your team must focus on solving the consumer’s problem.

Lincoln Murphy, founder of Sixteen Ventures, defines it even better: “Customer success is when your customers achieve their desired outcome through their interactions with your company.”

So, how are you serving your customer? What keeps them satisfied with your solution?

Customer success isn’t a lonely department. It should be engrained in every employee’s position. Work with your entire team to fully engage your customers and to add more value at every stage of the buyer’s journey.

Let’s explore your team’s role within customer success.

It Takes A Village

Justification is one hurdle associated with customer success. Senior management may have doubts about allocating specific resources for this function.

The question is usually the same: Is this worth the expense?

Despite reluctance, the answer is yes.

At the 2015 Gainsight Pulse conference, Jason Lemkin noted that “customer success is where 90% of the revenue is.” Therefore, it’s important to stress the power of customer success to your team.

Think of customer success as a long-term strategy. It should focus on how every team member can help customers accomplish their goals.

The image below depicts how Mike McKee of Rapid7 structures his customer success team. It shows how the company “sells a contract, deploys its software, engenders adoption and expands accounts.”

customer-success-team-structure

Sarah Brown, a growth marketer at ServiceRocket, suggests investing early in customer success:

“There’s no such thing as too early for starting to define a Customer Success model — in fact, it’s smart to think about it as soon as you do a customer acquisition model. This may start as: “How do we do great customer onboarding, promote adoption, and deliver value in the first 30-60-90 days?” and then scale into a full-blown Customer Success program over time.”

Avoid pinning customer success to one particular person. Prepare a strategy today and get everyone to take part in the customer’s journey.

Before the Sale

In this new era of shopping, customers have more information at their fingertips. They surf the web diligently and compare prices at their leisure.

To stand out from the competition, start engaging your prospects with value. That translates to offering product benefits and prices upfront.

People want to know now. Sometimes, they don’t want to wait for a phone call from a sales rep, which will only waste their time with a long sales pitch. Instead, nurture your leads.

MarketingSherpa reports that “businesses that nurture their leads experience a 45% increase in lead generation ROI when compared with businesses that don’t.”

Prepare content that will entice prospects to learn more. For example, you may want to try creating a 60-second explainer video or hosting a webinar.

“By dripping your sales team with new marketing content that they can use to help sell your product, you can position marketing as a valuable resource to sales,” writes Jenna Hanington, Senior Content Strategist at Pardot.

“This includes content like data sheets, new eBooks, competitive one-sheeters, and even educational videos that provide selling tips from other sales reps.”

In a blog post, Steli Efti of Close.io dissects the Hubspot’s email drip campaign. Here’s the first email he received after signing up for their free trial:

close-hubspot-email

The key is to understand that lead nurturing shouldn’t be a sales or marketing goal. Think about how everyone’s core skills can transform prospects into customers.

Onboarding Engagement

Most SaaS companies fall short in the onboarding process. They don’t realize that once the sale is complete nurturing doesn’t stop.

It’s up to your team to ensure that customers accomplish their intended goals. Because if they don’t, customers will see not see the value in keeping your service.

Meet with your marketing, sales, and product teams to create a specific approach. An integrated plan will provide a clear perspective on everyone’s role.

Guy Marion, CMO of AutopilotHQ, states, “By mapping these processes into the onboarding nurture journey, vendors can codify their best practices, help more customers get started ‘the right way’, and enjoy improved user satisfaction and fewer support inquiries from new customers. Satisfied customers produce higher lifetime values…”

Begin by welcoming your new customer into your brand’s culture. Create videos introducing them to your team. Let users know who will be helping them achieve success.

Furthermore, send tailored emails to your users based on their behaviors, because no two customers are alike.

Studies reveal that “trigger emails have a 152% higher open rate compared to traditional email.” These emails appeal to your users and keep them engaged.

Set easy milestones for your customer. What do you want them to accomplish on the first day? What about the second week?

There should be a natural progression toward the goal. And the customer should know the timeline. Process Street offers its users milestones in the form of lessons via in-app messaging.

process-street-milestone-email

Use onboarding as a tool to gain valuable insight on how to improve the customer experience. Ask users questions and gauge their satisfaction.

If you’re using Kissmetrics, you can also use the Funnel Report to optimize your onboarding process.

Retention Maintenance

Research reveals, “companies with a dedicated customer success team see a 24% lower churn rate than companies without customer success.”

In other words: If you make customer success a priority, your SaaS will experience growth.

To retain more customers, build quality relationships with your customer base. And this doesn’t mean, sending emails to them when you need something.

Des Traynor, co-founder Intercom, agrees:

“Trying to be cute and saying ‘We miss you, please log in’ doesn’t work. You have to motivate a user to log in. There are often some features that will bring customers back, or prevent them from switching. By offering churning customers a glimpse of what’s coming down the line, you can excite them about future releases.”

Similar to the pre-sale process, offer your current customers undeniable value. Have they set new goals? How can your team help?

When you understand their objectives, then you will have a foundation to build a solid retention strategy. Team meetings should focus on providing more value, not increasing logins.

Identify your brand advocates. These customers love your products.

Enlist these users into a special referral program. Give them discounts for signing up new customers or cool swag bags for spreading the word about your services.

For instance, Evernote offers their customers premium services for referrals.

invite-friends-evernote

Retention is all about relationships. How will each team member build a better relationship with your customers?

Training Necessary

Customer success is still a fairly new concept for SaaS companies.

The best way to approach it is by educating your employees. Plus, according to the Workplace Research Foundation, “increasing employee engagement investments by 10% can increase profits by $ 2,400 per employee, per year.”

Recommend blog posts covering the topic to your team. Suggest webinars that will expand their knowledge about the subject.

You can also offer specialized in-house training to your team. That way, your employees know what customer success looks like for your particular organization. Trainings should provide real-world examples and scenarios on how to approach different situations.

“Know your ideal customer. Communicate with your ideal customer. Understand what that customer wants, and track whether or not they’re getting it. Then, help them get more of it,” says Nichole Elizabeth DeMere, a SaaS consultant and customer success evangelist.

In the end, your team should understand the value of customer success and its purpose.

Customer Success At Every Level

How your SaaS approaches customer success matters. Everyone in your company plays an integral part in ensuring that consumers achieve their desired outcomes.

Entice prospects with content that captures their attention. Help your customers exceed their expectations. And improve your services by encouraging customer feedback.

Customer success-a team effort.

About the Author: Shayla Price lives at the intersection of digital marketing, technology and social responsibility. Connect with her on Twitter @shaylaprice.


The Kissmetrics Marketing Blog