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How to turn your warm visitors into demos, trials, and buyers

Increase trials by showing your warmest leads targeted call to actions and remind them to finish if they abandon halfway through signup.
Goal:
Increase demos, trial, customers
Time:
80
Journey Blocks:
4

The second stage of the Growth Flywheel is the Convert stage. Visitors at this stage feel the pain your product solves and are actively looking for a solution. They are close to signing up, but unless given a compelling path to get started, they will leave your site and many won’t return.

Let’s face the facts. 

60-90% of your visitors will begin to signup, but will abandon before fully completing their account creation. It's important to follow up and show reminder messages to help them finish where they left off. 

With this Convert Playbook, we’ll show you how to show signup reminders to the audience that abandoned while signing up for your product or service.

You can think of this setup as if you’re building retargeting ads, but on your own website! Let's dive in on how to setup this Smart Journey.

The Strategy

This playbook consists of 4 blocks that promote signups for 3 different products:

1. Product 1 —Start a Trial
2. Product 1 — Finish Sign Up By Entering a Credit Card
3. Product 2 — Book a Demo
4. Product 3 — Book a Demo

Journey Block 1
Product 1: Start a Trial

How to create this audience:

This audience is created to include any visitor that clicks on any of the Smart Journey blocks within the Educate Playbook (the first stage of the Proof Growth Flywheel).

Visitors that match into this audience will automatically be served with the first block from our Convert Playbook.

We set up our audience to include those who have watched a demo, engaged with our podcast Scale or Die, or read our SaaS Marketer's Guide To Website Personalization.

All of these visitors have become educated enough on the problem and our solution to see a call to action to start a trial of our first product: Proof Notifications. This product is a self-signup software that requires no live demo or engagement with a salesperson.

We use event matching & URL matching logic to create an audience for this first stage of the Convert playbook.  

The block’s design:

Social proof is incredibly important in the purchase decision at this stage of the buying funnel. On your block, it’s important to highlight your total number of customers, the names of your most well-known clients, and the average results a prospect can expect. 

Ideally, let your users receive value from your product or brand before asking for money by giving them a free trial or a lite version of your product.

Journey Block 2
Product 1: Finish Sign Up By Entering a Credit Card

How to create this audience:

On our free trial sign up page, we start by asking visitors for their email address. Then we have them pick a plan. Finally, we ask them to enter a credit card to get started. 

There’s a significant dropoff from those who start the funnel, but don’t enter their credit card. So we created a Journey block to encourage those visitors to finish their setup.

You can see we targeted visitors who enter their email to get started in 3 different ways. We don’t have to do this, but we provide multiple rules for redundancy (in case the event or URL gets changed without us knowing). 

Here are the 3 exact methods we use to target:

  1. People who have performed the event: “Registered New Account”
  2. People who have viewed a page containing the URL go.useproof.com/signup (the step a visitor lands on immediately after entering an email in the A version of our signup flow)
  3. People who have viewed a page containing the URL go.useproof.com/getstarted (the step a visitor lands on immediately after entering an email in the B version of our signup flow)

In this audience builder above, you can see we are also using an exclusion rule that excludes people who have visited the first page after entering their credit card.

With Smart Journeys, we typically don’t advise using exclusions because each block has priority over the previous block.

This creates natural exclusions — but in this case, we did it for the sake of redundancy. We know that if someone hits go.useproof.com/start (our successful login page), then they are already a customer. 

The block’s design:

While the block seems simple — it's very powerful. Welcoming visitors back with the merge tag {{firstname}} is a delightful pattern interruption that is shown to increase conversions. 

Plus, using possessive language such as "Activate your free trial" instead of "Start a free trial" gives the visitor a sense of ownership. 

Language such as "finish" gives a visitor a feeling of incompleteness. Don't forget to remind a visitor the benefit of why they started signing up in the first place: "to start increasing conversions.”

Journey Block 3
Product 1: Book a Demo

How to create this audience:

If a visitor happens to match our ICP (ideal customer persona) for Smart Journeys then we want to skip them past our Proof Notifications product — and instead offer to hop on a call to learn about Smart Journeys

We target this audience by enriching our visitors with known traits such as employee count, industry, and other relevant category tags. These traits come from form submissions on our site that are enriched with information from Clearbit.

(Is it just me – or is this like Inception where I'm talking about how we're selling Smart Journeys in a Smart Journeys playbook? I digress – back to biz.)

The block’s design:

Unlike Proof Notifications, visitors cannot self-signup for Smart Journeys

We have gated signup for Smart Journeys with a demo, so that we are getting product feedback from specifically our ideal customers to lead our development in a clear direction. This block converts because the message is benefit-focused. 

The ask is simply to "Learn about Smart Journeys" and the image supports this call to action with a screenshot of our short 2-minute product explainer video.

Important takeaway here: Keep your headline, image, and call to action consistent with the goal of the block.

Journey Block 4
Product 3: Book a Demo

How to create this audience:

Our most powerful product, Proof Experiences, is reserved only for mid-market and enterprise visitors. So just as we do in the previous block stage, we gate access to this product with a demo as well. 

This audience is built by targeting visitors who have visited the Experiences landing page at least twice and have an employee count of more than 50. 

We acquire this information from lead forms and by using Clearbit Reveal to unlock information about visitors on this page.

The block’s design:

Proof Experiences customers are driven by the offering of powerful tools rather than simple tools.

They are more experienced marketers who are accustomed to sophisticated marketing automation and A/B testing solutions.

Therefore, the messaging on this call to action is focused on the "powerful" and "effectiveness" value props of our product. 

And who would we be if we didn't use personalization in a call to action about personalizing your site? Come on now – we're not scrubs here ;) 

So by using the merge tags {{company}} and {{firstName}} — we start to give the visitor to this page a taste of what's possible with Proof Experiences.

You'll notice we've added a fallback text "your" to the company merge tag.

In the case where we’re unable to identify a company’s name, we provide the fallback text "your" instead. 

The template for creating a merge tag with fallback text is {{trait|fallback}}. If there is no fallback text set, then nothing will show on the page. 

Side note: This is why we don't need fallback text for the firstName trait because the sentence makes sense without it.

Moving out of “Convert” and into “Activate” 

After a visitor signs up for your product, it’s time to help them to the next step of the Proof flywheel: Activate.

We consider this transition the point where a visitor has really received value from your product for the first time. Users who get activated are far less likely to churn.

Check out our Activate Playbook to see how to build the next steps for a highly personalized customer journey that turns your customers into high value, deeply engaged, and raving fans.

Final say

Converting warm visitors to try out your product is one of the most important stages in the Proof Growth Flywheel.

We recommend your audience targeting not be too specific that no one will see the message, while also not being too wide that your call to actions are being seen by a bunch of people who aren't necessarily ready to be sold yet. 

Don't forget that people are busy and sometimes won't complete signup the first time around – so remind them to pick up where they left off. 

Each product's conversion funnel is different. Some products are self-signup while others require engagement with a sales rep.

With this Smart Journey Convert Playbook, you can accurately target visitors with the perfect message at each stage in the buying journey.

Convert more visitors with Experiences by personalizing your website call to actions.

Learn about Experiences