There's no doubt that conversion pages are crucial for all businesses. Optimizing the conversion rate of these pages is an easy measure to implement and a strategy that will benefit your digital marketing channels.
Each software is designed differently, and therefore, each sales department is different. The sales department will determine the funnel needed to ensure prospects (potential customers) become customers.
These are our favorite CTAs for SaaS companies:
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Free trial / Try it for free: We know that not all businesses can use this CTA, but it's typically the one that works best. Specifying the duration of the free trial also tends to improve conversion rates and cost per lead. Generally, the "7-Day Free Trial" CTA will generate fewer leads than the "14-Day Free Trial," even though the leads generated are typically of higher quality—though this isn't always true for all types of businesses! That's why we encourage our clients to test to find the perfect formula that fits their strategy.
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Request a trial demonstration with an expertIf the software isn't easy to use, or if your target audience isn't very technically savvy, this is the preferred option for learning how the tool works. You can also offer the user a free trial after speaking with the expert or sign them up directly for the software.
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SubscribeThis CTA may seem a bit risky, but if your users are already using your competitors' tools, and the integration process is simple, this is the way to go.
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Try it now: This is a variation on the “free trial.” If you're using “free trial” as your CTA, you should run an A/B test to compare it with “try it now.”
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If your software allows you to use a creative CTA, Use it! Or at least try different messages. Here are some examples of creative CTAs:
“Show me my heatmap” from Crazy Egg. While they could have used the free trial month in the CTA, they were clever and used it as an added value.
"Connect your salespeople with your future customers right now," by Drift. They also added a button with the CTA "View Drift on your website."
Founder of PaidStrategy and Performance Marketing Specialist.
Over 10 years of experience in Performance Marketing. Expert in achieving goals through analysis and strategy management with internal teams and clients. Her two superpowers? Asking the right questions and moving from chaos and improvisation to order and planning.
