4 Steps to Increase SaaS Conversion Rates with Customer Education

The ability to communicate with your customers is considered the universal parameter for determining success. It makes sense since you need to target your audience if you want to generate revenue. Converting visitors into customers is the name of the game.

We live in an extremely competitive time. In the slightest mistake can prove costly. Therefore, it is important that you effectively communicate with your target audience. Otherwise, you will miss out on sales. 

A SaaS company needs to connect with customers innovatively to expand. The best way to achieve this goal is through customer education. 

Research reveals that the SaaS industry has an average conversion rate of around 7%. If you can convert more than that, you are doing a great job.

If you have a SaaS company and want to learn how to increase your conversion rate with customer education, you need to read on.


What Is Customer Education?

Before we take a close look at the steps needed to boost your SaaS conversion through customer education, it is important to know what customer education is. 

In the simplest of words, customer education refers to the process wherein the company provides customers with information, resources, and tools to make informed decisions. 

The organized learning activity helps develop the knowledge of consumers on using products or services. The reason why SaaS companies should use customer education is that it offers a ton of benefits.     


Improve SaaS Metrics

With customer education, it is possible to improve your SaaS metrics. Thus, you should be able to transform how you do business in no time. The fact is that customer education is heavily linked to customer retention.

Since most SaaS companies tend to lack a clear product-onboarding process, educating customers becomes a necessity. When you educate customers with every stage of onboarding, you get to reduce the churn rate and improve customer acquisition. 


4 Steps to Using Customer Education

When it comes to customer education, it is important to note that every customer journey is different. It is because different outcomes need to be accomplished. Let’s take a look at the steps involved in using customer education. 


1. Set Your Goals

The first thing that you need to do is set your goals. There are several things that SaaS customer education can do, as you might have gotten an idea about already. You can use it to reduce churn, generate more leads, and cultivate those leads. 

A solid target is required for creating an effective education program. Think carefully about how you can grow your business. For starters, you must investigate the marketing strategy to find out where you can improve and what requires full attention.

When you determine a growth goal, you get to focus on increasing conversions and aligning your learning goals with the business goals. Thus, you would be able to create the perfect customer education program for meeting the needs of customers. 

To help give you an idea, you should consider the following.

  1. Learning Goal: Getting customers to learn everything about your products or services to use them to their full potential.

  2. Learning Objective: Helping customers identify different uses of your products applying them.

  3. Action: Develop three different education courses (programs) as part of an academy/ school that offers product education (from amateur level to expert level). Use graded quizzes for assessment. 

When you have decided the goals, you can move on to the next step, which is planning the learning content.



2. Plan Your Content

Next, you need to plan the content you want to create. You can start by sketching an outline of your learning goals to develop a road map for what you would like to accomplish. The following tips will help you plan your content.

  • Write the Outline: Select the subject for the learning/ training and develop ideas about it. It is a brainstorming phase that will help you think of interesting topics that customers can easily learn and digest.

  • Decide the Type of Content: After you have a topic in mind, you will need to select the type of content that you would like to create. Go for the type of topic that allows you to make the biggest impact on learners. Some types of content that boost engagement and are easy to consume include webinars, case studies, video tutorials, podcasts, audiobooks, e-books, and blog posts.

  • Reuse Content If Possible: For an easier time creating content, you can also reuse certain content where possible. Repurpose content to create content quickly.

  • Get Organized: Finally, to create content, you need to get organized. You might require appropriate equipment depending on which medium you select. 


3. Select the Right Delivery Method

Once you have made outstanding customer education content, it is time that you chose the right delivery method. Think about what would be ideal for your target audience. Invest in mediums and strategies that will help your business. 

You can choose from different methods as mentioned below.

  • Blog Posts: With a series of interesting blog posts, you get to educate users. Feature releases, case studies, articles, and other educational content help bring customers closer and enable them to gain more knowledge about your product or service.

  • Video: It offers another option for you to deliver content. With video content, you get to pass knowledge easily. 

  • Infographics: It includes visual information that can be used for explaining complex concepts. 

  • LMS (Learning Management System): To organize all the training material for your target audience, you can also use an LMS.  


4. Evaluate Your Results

Whether you offer apps for health care or anything else, you have to evaluate your results if you want your customer education strategy to be successful. 

The final step requires you to measure what you have achieved with the learning goals set and make changes to keep up with the latest trends.


Takeaway - Increase SaaS Conversion Rates with Customer Education

Customer education provides amazing opportunities to SaaS companies. When you follow the steps mentioned above, you will be able to increase your conversion rates in no time. Here is a recap of the steps. 

  • Set Your Goals

  • Plan Your Content

  • Select the Right Delivery Method 

  • Evaluate Your Results


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