It’s important to acknowledge that conversion is a complex problem for any SaaS business, as is evident by the data presented here in this benchmark report. You can attract your audience through interest matching. You can get them to try something new for free, for a bit. However, the path to conversion or becoming paid customers is often painful and treacherous. 

Why is conversion hard? 

For the most part, we can admit that we don’t know the motivation of our users (see our previous post). We don’t always understand the pain points, challenges, or daily issues and how our solution can help them. We see our prospects and customers as clusters of people interested in some of the features we have to offer. They become only the target audience for us, and we start to map them according to our understanding. In the process, we often ignore the non-vocal, non-verbalized signals they’re transmitting.

These signals are often disguised as product usage, site visits, customer tickets, FAQs, events, questions in an event, and even payment intent. The unfortunate situation of all of this is that ready interpretation and analysis of all the signals can be tough.  

Furthermore, there’s a need to contextualize this signal for the different stages. All signals do not follow equal rules, but each signal is relevant and essential at a certain point for each product context. The various combinations of signals also reveal different levels of intent.  

Understanding customer motivation

With these varying levels of intent, there is a need for varying levels of outreach. In some cases where a customer is still in evaluation mode, there’s a need for more trust and proof. Here, it’s best if a product marketer sends more proof-related content, e.g., case studies. In some cases, there’s enough trust, but there’s a lack of education and low product usage. This is an opportune moment to engage with good product education content or even connect the customer success teams.

There are distressing times when customers want to talk to you. You could know about that by looking at signals such as tickets; if there’s a flurry, they need help. Instead of losing the customer, this provides an opportunity to solve their problem and reach out contextually. All of this and more are about listening to your customer’s signals and then understanding their motivations.

In all the above instances, while not clear, the motivation is still encoded as signals and needs unpacking. Reaching out to the customers with the right contextual message can make a world of difference to them and you. They will reveal their motivations and move forward with your product.

In the end, the question is, “Are you ready to listen to your customer’s motivation?”

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