4 actionable tips to immediately grow your SaaS product

Revamp the above-the-fold section, create powerful customer case studies, use a simple cold call hack & apply a clear discount policy.

Alexander Estner

Aug 23

Today I will share with you 4 actionable tips that help you grow your SaaS product.

👉 But before you begin, let’s make sure you download your FREE copy of the SaaS Growth Strategy Worksheet.

1. Revamp the Top Section of your website 👩‍💻

You have lots of traffic, but low sign-up conversion rates?

A powerful above-the-fold section is key for high conversions.

Visitors immediately need to know how your product helps them.

And the top section (called the above-the-fold section) receives the most attention from your visitors because it's the first thing they see before scrolling down.

This section needs to grab the attention of the visitor - otherwise, you will lose them!

Revamp the top section of your website so it answers the two main questions:👇

How does your product help the visitor? (Main Benefit, Main Job to be done)
What is it that you are selling?

👉 Check out this amazing step-by-step guide on powerful landing pages that convert by Harry Dry.

For the rest of your website, also make sure:

✔️ Your headlines of each section matter

80% only read headlines. If you only read your headlines, do they tell a powerful story? Read out loud! If not, revamp your headlines.

✔️ Your headlines are short and value-focused

Ideally, your headlines are 6-word headlines. Include power words. Talk about the values and benefits.

✔️ Your headlines include power words and adjectives

Power words include words like ‘risk-free’, ‘trusted’, ‘cancel anytime’, ‘now’, ‘today’, ‘join’, ‘increase’, ‘decrease’, ‘try’, ‘discover’, ‘start’, ‘earn’, ‘grow’, ‘satisfied’, ‘happy’, ‘improved’, ‘effective’, etc.

✔️ Write in a conversational tone

It’s about you and them. Use ‘you’. Write like you are talking to a specific prospect. Use active sentences instead of passive sentences. Maybe even add questions to engage with them.

✔️ Easy to understand language

Use the language of your customers. Keep sentences short. Get rid of complicated words.

Exercise for you:

Review your website and check, if the following questions (your visitors will have) are answered:

👍 What is the Call-to-action for me?

👍 What is the product? (easy to understand, 1-sentence description)

👍 Is this product the right one for me?

👍 Who else is using it? (social proof, testimonials, building trust)

👍 How much is it? What's the price and what’s the value for me?

👍 What can I do if I need help or have more questions? (Helpcenter, Talk to Sales or Support, FAQ, etc.)

2. Case studies to increase trust

Case studies are great social proof & help close more deals 🎉

But you’ve never created one or don’t know how to create one? 🤷‍♂️

Copy the template and create your own powerful case study. 👇

👉 Do you use case studies? Let me know in my Linkedin post.

Let me know

Case studies help you to convert more signups to customers.

Case studies can be used as lead magnets, but especially it’s beneficial to share in your welcome email sequence (for new sign-ups) as well as after/during sales calls.

Basically, it’s about sharing how ‘peers’ (companies that are similar to the prospect), who had the same pain point, became successful/happy using your product.

So, if you want to create a case study that really converts, follow these 5 elements:

1️⃣ State the problem (of the customer)

Give background information about the customers and the situation (—> so prospects can relate to them).

Highlight the challenge they faced.

Explain why they considered your product.

2️⃣ Solution part

Focus on how your product helped them to solve the problem.

If it makes sense, go into detail (if this increases the trustworthiness of your product).

Always restate the main 2-3 benefits (your value proposition).

3️⃣ Results

How did your product impact the situation of your customer for the better?

What are the functional, emotional & social results for them?

How did you influence the jobs to be done for your customer?

4️⃣ Make it personal

Add one or more customer quotes.

Add the name & role of your customer (this increases the credibility).

Images or better videos make it super personal.

Let them speak to the camera and create a video testimonial.

5️⃣ Strong CTA

Don’t forget to add a clear ‘next step’.

If your prospects want to become successful, let them know what they need to do.

If you follow a sales-led growth, add CTA to book a free consulting call.

If you follow a product-led growth, offer the option to test the product for free (free trial).

Check out the customer success stories of Zoominfo, Canva, Webflow & Calendly.

3. Simple Cold Call Hack

Don't do what most salespeople do when they start in Sales. ❌

Most want to sound 'perfect' and super professional.

They write a perfect call script. Learn it by heart. Repeat it 100x times.

Unfortunately, you will sound like a robot. Your customer will notice it.

They don't like it and don't trust you.

A simple hack that improved my cold calls.

Speak the same language as the prospect.

You will build trust by being authentic. So don't use your voice to sound 'perfect'. Instead, use conversational language and speak like you normally speak. Be human.

👉 BTW: Use these 10 great B2B SaaS Sales Discovery Questions and close more deals.

Linkedin Post: Sales Discovery Questions

4. Always ask for something in return - discount policy

I’m pretty sure you know the moment your prospect tells you, that your product is too expensive.

Prospect: "You are too expensive!"

Unexperienced founders or sales person will reply:

You: “Okay, I can offer you a 50% discount” 🤑

Don’t do that! ❌

Don’t just offer a discount, because you will lower the value of your product.

Instead, follow the following 2 steps.

Step 1: Challenge their perspective.

Ask them: "Too expensive? Compared to what?”

Some prospects just want to test the limits and challenge your pricing. So don’t get discouraged and give up on the deal. Also, don’t start to argue why you are ‘so expensive’. There is no need to defend your pricing.

So instead, ask questions. Why do you think we are expensive? Compared to what?

Your goal is to find out their true objection.

If it’s really about the price, they haven’t understood the value of your product. There are 2 reasons for that. Either you haven’t done a proper discovery and didn’t find the specific pain point of the prospect OR your sales pitch wasn’t good so they didn’t understand how your product solves their problem (= don’t see the value).

This means you must go back and do a new discovery/ better solution presentation.

Step 2: Quid pro quo

When offering a discount, always ask for something in return.

👉 “I can offer you a 15% discount for the first year in exchange for a video testimonial.”👈

Otherwise, you devalue your product and lose trust.

I can highly recommend you create a framework for your discount policy. It’s clear who gets a discount in exchange for what and when. This is especially important once your sales, marketing, and customer success teams are growing.

Here are 5 examples of discount policies:

1️⃣ Long term commitment (e.g. 3-year contract)

2️⃣ Upfront annual payments (e.g. yearly payment instead of monthly; 10-20% discount compared to monthly payment —> ‘2-month for free’)

3️⃣ Taking part in a case study (e.g. creating a video testimonial)

4️⃣ Intros/referrals to other companies (e.g. for every successful referral, you will get 2 months for free)

5️⃣ Signing/onboarding in the next x days (e.g. No set-up fee, if you migrate till the end of the month)

TL:DR

Top Section (above-the-fold) is key to driving conversion
Case Studies - follow clear structure (problem, solution, results, personal, CTA)
Cold call - speak like you normally speak with friends
Discounts - always ask for something in return
Copy the 10 great B2B SaaS Sales Discovery Questions for your Sales Calls
Download your free SaaS Growth Strategy Worksheet

Lots of fun and success with your business 🚀.

Alex Estner

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