It’s a tale as old as time: Marketing launches a splashy new landing page, the message resonates, and your audience responds. Then, these users log in for the first time… and see the same page and messaging as everyone else. Blarg! When there’s a disconnect between what your marketing site promises and what your platform delivers, users churn.
The Great Chasm Between Marketing Site & App
It’s simple: The more relevant the results you present to users, the better your conversion rate.
It’s a lesson the eCommerce industry has learned well. According to Epsilon, 80% of consumers are more likely to make a purchase when brands offer personalized experiences, while eConsultancy reports that 4 out of 5 companies see an uplift after implementing personalization.
So, why aren’t web apps getting the message? It’s only recently, after all, that some apps have begun to greet users by name when they log in. It’s not for lack of data. The great irony here is that app providers know more about logged-in users than anyone else; yet, they’re doing the least with that information.
Making Your Homepage Relevant & Dynamic
As with any site or product, a users’ impression of your app all begins with the homepage. And, if you think a welcome message is enough, think again!
While it may be nice for users to see their names on screen alongside a relevant emoji, does it actually engage them with your product? What’s far more helpful is presenting relevant content to each individual user, enabling them to do the job they came to your app to do. Presenting your users with suggested features based on their past behavior, for example, not only makes them feel at home within your app; it broadens engagement in your product and depth of use!
To delight, as well as engage, keep your users up-to-date with fresh content. But you’ll need to deliver more than just fun; the content should also be relevant and timely. Will your users care when your B2B SaaS app wishes them a happy birthday? Probably not. But alerting them to a new case study relevant to their industry, coupled with an in-app recipe showing them how to achieve the same result, delivers the real value they’re craving. A webinar, a conference pass, or even just a nod when a user is assigned a new CSM can all serve the same purpose.
The key here is helping your users do their jobs from the moment they land on your homepage. Remind them immediately why they chose your software in the first place!
Delivering Value Through Personalization
Personalization has become a keystone of the entire eCommerce industry. Now, it’s B2B’s turn! By using Candu to leverage UTM parameters and building a landing site that extends to your product, SaaS apps can learn more about user behavior and user needs than eCommerce could ever dream of.
There’s a wealth of information out there to help you understand what drives your users, and the right tools will ensure that they can find and adopt the features they need to get full value from your product.
