- Hi there, I'm Dan Martell. Serial technology entrepreneur,
investor and creator of SaaS Academy
and in this video I'm gonna share with you six
strategies to help you increase your visitors to trials or demos
without changing your traffic source.
And be sure to stay to the end where I share an exclusive
resource called the Trial Converter Campaign that's gonna
walk you through the workflow you need to be implementing in
your email sequence to convert more trials.
(upbeat music)
So maybe you're frustrated right now with the volume of
traffic going to your website and the low conversion into
trials or requesting a demo on your website.
If you want to figure out how to get it to a number that looks
kind of like a 10 to 20% then watch this video.
You know, I built a bunch of companies but
one of them was called Clarty.fm.
It was a marketplace for entrepreneurs to get advice over
the phone and we had the challenge because it was a
marketplace we got a ton of organic traffic of people coming
and never signing up for even an account and it was free,
let alone booking a call with one of our experts.
So we tweaked things, we learned from the strategy I'm gonna
share with you today to get it to a point where over 20% of
visitors eventually signed up for an account.
And here are the six ways that you can do it for yourself.
One, know your customer.
At the end of the day all marketing involves you getting
into the mind of your customer.
This means understanding the words,
the reality, their scenarios, their frustrations and
communicating that with them.
For example, there's this great saying in marketing that says if
you can describe your customer's problem better than they can
describe it themselves, you become the expert.
Something as subtle as using the wrong word.
For example, you know my dentist calls his customers "clients."
The gym I go to calls us members.
You know a real estate agent might call them prospects or
whatever it is but like understanding the language that
your customer uses to describe their world and insuring that
that's reflected on the site is critical
to converting more visitors into trials.
Two, trustworthy landing page.
I can't tell you how many people that reach out to me for
coaching and when I visit their website
I can't believe they have customers.
It literally blows, I'm like,
"How many customers do you have?"
They're like, "1500." I'm like, "Wow!
"We're gonna totally crush it because the current marketing
"site does nothing to actually help you.
"So that means your product has so much demand in the market
"that they're willing to overlook the fact that there's
"glaring missteps in building credibility and
"trust on your landing page."
So just think about it this way, most B2B SaaS companies' landing
page is their homepage and if you don't have things like
credibility logos and the top three features and being really
clear who you serve and how you do that and then obviously
testimonials and customer case studies and other information.
I could talk about the ultimate authority site for days 'cause
it's a passion of mine.
But you need to make sure that your landing page on your
homepage of your site is built with trust in mind to get people
to convert into the free trial or demo.
Three, offer a live chat.
The days of collecting emails and communicating in a
automated sequence is pretty much gone and the reason why is
there's so many incredible tools out there.
You know, I'm blessed to be an investor in Intercom.
I know the guys at Drift, David Cancel and his team
and the future is in chatting.
And you can use bots to automate a lot of the initial proces
in that but customers want to buy,
they want to talk, they want to ask questions in near real-time.
Think about it from a, it's like banking.
Like I don't go to my bank anymore.
Everything I do is through the mobile app.
People want to do the same thing in regards to assessing,
evaluating and purchasing your product from the website.
Don't make them fill out and schedule time if you can answer
their questions, do it through a live chat interface.
It's gonna absolutely help you increase your conversions.
Four, lead magnets.
Now, so there's kind of a range of people that are coming to
your site in regards to are they cold,
are they hot or are they warm?
And most businesses focus just on the ones that are hot.
People that are ready to buy, they know what they want,
they want your product.
So it's request a demo or sign up for a trial.
There's this whole other range of people,
maybe 80% of your visitors that are just not there.
20% are probably cold.
They don't know really who you are or why they should use you
or how somebody would get any value from your product
and you don't speak to them at all.
And then there's this whole range in the middle that are
warm that need to be educated a bit more of like how to think
about the problem space that you solve and how they could use
your product to solve some challenges in their world.
So think about lead magnets.
You know, really well timed hot buttons.
There's frustration flows I call them.
Five ideally that your product solves that if one of these
frustrations came up in your ideal customer's world that your
product would be a perfect fit for.
So you want to create lead magnets that they download so
that you can start the conversation and convert that
lead magnet download into a trial.
So there's a lot of people that aren't ready to trial or do a
demo but you still want to give them some value so that you can
convert that visitor into a conversation you can have after
the fact and bring them along that journey to eventually
trying out the product.
Five, mix up the content.
As I mentioned, most of you guys are just taking cold traffic and
trying to get them to buy.
They're not hot, they don't even know who you are.
Warm is thinking about the different types
of content you offer.
If you don't have a blog well then you're just missing
literally the opportunity to demonstrate your
expertise in the market.
That to me is what the purpose of a blog is.
There's webinars.
Webinars are not only to deliver content,
they're there to deliver customers.
I have a whole winning webinar framework that I teach my
clients to help them take visitors and cold traffic
through Facebook ads to fill their webinars,
with partners, fill their webinars and yes,
deliver incredible content but
also deliver pre-bought annual contracts.
Sometimes, you know, two year contracts through the webinar
process by creating what's called a compelling offer.
But the reason I say that is you want to
have different types of content.
Some people want to watch a Facebook Live video.
Others want to join a webinar.
Some want to download lead magnets.
Some people want to chat with folks.
Just think about the content mix that you have for the different
modalities of your buyer's journey and
do you have that well represented?
Again, or do you have just one single friggin' path that's only
gonna attract 20% of the visitors and
ignore 80% of the rest of them.
Six, collect feedback.
So this is my favorite aspect 'cause I'm all about customer
development and learning and I think your website has an
opportunity to not only increase your conversions
but also learn from your customers.
So simple things like well placed questions.
So on a pricing page, asking,
"Do you have any questions about our packages?"
Like automatically pop it up and ask that question.
If they're going through,
let's say they clicked the free trial button and
they're in the sign-up page, asking them specifically
"Is there anything stopping you from moving forward?"
If they've been on the page for three seconds and they haven't
started filling in the form, why not collect some information
about what friction, what information,
what's missing for you to make a decision to
move forward on that specific step.
That could be on the same thing on the lead magnet.
I call adding a second net to the conversion but being sure
that you collect feedback so that you can feed that in and
change all the different steps in your funnel is how you get
smarter and better and increase your overall visitor conversions
to free trials or demos.
So six ways to convert more visitors into trials or demos.
One, know your customer.
Two, trustworthy landing pages.
Three, offer a live chat.
Four, lead magnet to opt-in email.
Five, mix up content.
Six, collect feedback.
As I mentioned at the beginning of this video,
I want to share with you an exclusive resource called the
Trial Converter Campaign worksheet.
In it I talk about the email sequences and
the work flow for those emails.
Specifically the content that needs to go in so that you can
increase a new trial all the way to customer conversion.
And specifically understanding
what active means versus at-risk.
So you can click the link below this video to download your copy
of the Trial Converter Campaign.
And if you liked this video be sure to click the like button.
If there's anybody else that I can serve,
feel free to share this video with them.
Subscribe to my channel.
I really appreciate you being here.
I look forward to seeing you in the next one.
Cheers.
In this video, I'm gonna share with you the strategies,
(rolls tongue).
- [Jaret] That was an excellent one.
- Sure. That was a good Dan-ism.