From trial to paying customer: Customer onboarding in SaaS

The delicate path from a free trial user to a paying customer can feel like treading on thin ice. The journey has many challenges, and the bitter reality is that many users churn before taking the plunge into a subscription. Why?

Some reasons are:

• expectations that don’t match up
• focusing too much on getting people to sign up
• onboarding experiences that don’t help them move forward
• and the old problem of how much something costs versus how much it is worth. 

One of the challenges, the onboarding challenge, could be solved with Salesforce. Learn how to transform trial users into committed customers who pay for your product thanks to customer onboarding in SaaS.

It is all about conversion rates in onboarding process

Customer onboarding and conversion rates are important to success in SaaS businesses. An efficient user onboarding process ensures that new users swiftly grasp and utilize the full potential of the software, minimizing friction and enhancing the overall user onboarding experience.

To measure the success, SaaS companies use the free trial conversion rate. This metric presents the percentage of users who transition from a free trial to becoming paying customers.

A higher conversion rate indicates a more successful free trial strategy, suggesting that the product resonates with users, the onboarding process is effective, and the perceived value justifies the cost. 

What are the options for free trials helping with customer onboarding? In SaaS, there are four different ways to try something out:

Freemium Model

The freemium model is a widely adopted strategy in SaaS. It offers users a basic version of the software for free, while providing the option to upgrade for premium features or a more extensive set of capabilities. This approach is effective in attracting a broad user base.

Opt-In Model

The opt-in free trial model requires users to actively choose to participate in the trial, often by providing payment information upfront. While users may enjoy unrestricted access to the product during the trial period, they are automatically enrolled in a paid subscription unless they cancel before the trial expires. 

Opt-Out Model

In contrast, the opt-out free trial model grants users full access to the product without requiring payment information upfront. Users automatically transition into a paid subscription at the end of the trial period, unless they explicitly opt out. 

Reverse Trial Model

The reverse trial, or “money-back guarantee” model, flips the traditional free trial structure. Users start with a paid subscription, and if they are dissatisfied within a specified period, they can request a refund. 

Each of these free trial models caters to different user behaviors and preferences. The choice of a specific model depends on factors such as the nature of the software, the target market, and the desired balance between attracting a broad user base and converting them into paying customers.

How to improve the free-to-paid conversion rate? 

Good SaaS onboarding is like stellar restaurant service. It anticipates user needs, provides clear guidance, and delivers essential information promptly—creating a positive impression that fosters satisfaction and loyalty. Just as attentive service enhances the dining experience.

The integration of onboarding practices into the CRM framework can ensure a seamless transition from trial to paying customers. How can Salesforce help with this issue?

Personalize User Experience (UX)

Salesforce enhances the user experience during onboarding by implementing meticulous personalization:

• User segmentation tailors onboarding journeys based on individual profiles.
• Tailored email campaigns provide targeted information, ensuring relevant and personalized communication.
• 1-on-1 product demos with the customer success team enhance user understanding.
• Lead scoring refines the onboarding process and establishes a strong foundation for ongoing customer engagement.
• Journey Builder maps out and visualizes the customer journey, aligning product features with specific milestones in the customer’s goals.

Automate Emails

Salesforce allows users to receive personalized email onboarding experiences, strategically delivering information that resonates with them. Email automation ensures effective communication of unique value propositions without overwhelming a user’s inbox. 

Learn From Analytics

Leverage Salesforce to analyze historical customer data, identifying patterns and trends that aid in understanding and defining your target user base. Salesforce provides a 360-degree view of the customer, enabling your team to understand customer interactions across various touchpoints. 

Use reporting tools to investigate user interactions, track engagement data, and employ lead scoring to understand why certain users did not convert. 

Gather feedback using Salesforce surveys (NPS, CSAT) to understand customer goals and expectations better, allowing for continuous alignment and refinement.

Avoid Unnecessary Friction

Customer support resources in Service Cloud ensure a bespoke onboarding experience. The comprehensive knowledge base allows businesses to create and manage articles, FAQs, and guides. Real-time chat functionality enables instant communication, addressing queries promptly. 

Additionally, automated case management streamlines issue resolution, while AI-driven chatbots offer 24/7 support. These all eliminate issues that irritate users during enrollment, such as random bugs, inaccessible design elements, and invasive pop-ups.

And Einstein’s artificial intelligence offers smart, data-driven suggestions for individualized onboarding paths based on previous data and user habits.

Intuitive Navigation

The Lightning Design System comprises pre-designed components and guidelines for the creation of user-friendly and intuitive interfaces. Responsive design capabilities ensure that the user interface remains intuitive and accessible across various devices.

Integrate applications

Salesforce’s AppExchange marketplace allows users to integrate third-party applications seamlessly, expanding functionality and providing a more user-friendly experience.

Automate messaging

Enhance your onboarding experience by using Service Cloud for real-time customer support messages right in your app. Set up Salesforce event triggers to automate personalized in-app messages based on user interactions, reminding them of the trial ending. And implement push notifications to keep users in the loop with important updates and guide them through onboarding effortlessly.

Allow users to self-service

The objective of self-service resources is to address potential inquiries proactively by providing a comprehensive product knowledge base that users can access at their convenience. Self-service onboarding saves your CS team time and lets users explore and learn about the things they care about. You only trigger experiences with the right people, at the right time, which simplifies your product onboarding during the trial period.

Not only revenue generation

Customers do not know everything about your product. So, it is important to get and keep them from the moment they start using your service. To achieve success in mind share, onboarding must be focused on customer success. 

Remember: It’s not just about the product itself, but how it makes someone’s life and business better. With Salesforce and its solutions, it is much easier to do.