Free trials are like new toys. It gives customers the chance to tinker around with tools and features. According to Tech Report, about 44% of SaaS companies provide free trials. But do they work in drumming up interest?
What happens when the trial ends? Is it yielding high conversion rates?
If the answer is a resounding “no”, the problem might be your onboarding process. Selling software is hard enough. Selling SaaS software is twice as tough. Following up with polite emails after the trial period sometimes won’t cut it.
Join The European Business Briefing
New subscribers this quarter are entered into a draw to win a Rolex Submariner. Join 40,000+ founders, investors and executives who read EBM every day.
SubscribeOffering a comprehensive onboarding process might change their mind, especially if their business encompasses online sales and global payments.
It’s time to be proactive. Below, we’ve compiled a helpful list for onboarding new SaaS customers while keeping them loyal and happy.
What is Client Onboarding?
The process of onboarding new customers is an important step in your partnership. If done correctly, it could end in potential new client leads.
The basics of onboarding are showing your client the products and services they can leverage to ensure smoother workflow processes. It’s about improving the customer experience on SaaS platforms.
Unlike the free trial period, your customer gets to unlock all the features available to them. Your reseller model means that when they partner with you, everything is taken care of, suggests PayPro Global.
Onboarding matters because it builds user confidence, improves client retention and reduces their reliance on customer support.
Choosing the Right Onboarding Model
SaaS companies have three onboarding models to choose from: self-service, low-touch or high-touch.
Self-Service
The self-explanatory offering allows users to onboard themselves. If your client is familiar with SaaS platforms, this could be the ideal method. The self-service prompts allow them to learn about the product organically.
Low-Touch
Also known as tech-touch, low-touch utilizes a range of automation tools in conjunction with self-service to guide users in the initial set-up stages.
High-Touch
The high-touch method is the preferred solution with clients who have no prior experience with SaaS platforms. The hands-on approach guides them from start to finish.
When choosing an onboarding platform, keep best practices in mind. That includes ensuring the sign-up process is as seamless as possible.
Vibhav Singh is the CEO of audiovisual design company Xten-Av. He believes personalizing the onboarding experience will create loyal customers. Singh suggests analyzing the services and experiences you could offer that align with your client’s business strategy.
How Can Frictionless Onboarding Help Retain Customers?
Frictionless onboarding means creating an onboarding experience that doesn’t hamper a customer’s journey when using your product.
Streamline the process by reducing unnecessary steps and additional tasks such as verification codes.
The benefits of frictionless onboarding include retaining customers, increasing revenue and boosting productivity.
That’s a Wrap
Once successful onboarding has been completed, don’t think that’s a job done. Meet with your client afterward to discuss and review their experience.
According to a Forbes article, there are three questions to ask your customer:
- Were your goals met?
- Are adjustments needed?
- Did the rollout occur as planned?
If you received some negative feedback, take it as an opportunity to make improvements. Responding to all customer feedback lets them know they are valued and not only a source of revenue.
Your job as a vendor is to always review the data and gauge your platform’s performance. Be sure to track account metrics to avoid customer churn.
Send periodic follow-up emails as a way of gaining feedback. Combine the feedback and performance data and compile an insights report. This could be a value-added bonus you can provide as an extra charge.
The Bottom Line
Poor onboarding can be the deciding factor in whether you retain a customer or not. There will be challenges, and there will be solutions.
So, what makes a good onboarding experience? Firstly, always keep your client excited and interested in your product.
Help them gain a good understanding of how to use the product and get the most out of its capabilities. Always make sure you’re on the same page when discussing their goals.
McKinsey and Company says customer needs are always changing. Using the banking sector as an example, the research and marketing company points out that vendors have to reimagine, not just de-fraction, to retain customers. Use this advice as your north star going forward.
There is no golden rule for converting onboarding clients to long-term partners. But if you follow the guidelines, you’re building the foundation for onboarding new SaaS customers.
Be sure to make your customer’s initial introduction to your product seamless, efficient and memorable. The rest will follow.
