The free product trial is a common marketing strategy. But, this strategy acquires a different complexity as a SaaS marketing tactic. Nearly 44% of SaaS companies offer a free trial. But the strategy takes you far only if the trial products which are app based are presented well. Relying on trial products to persuade clients to convert, there must be a method to your strategy for retaining the customers. So, how do you get the best marketing bang for your bucks? Read on to know more about how to effectively trial products which are app based.
#1 The Importance of Personalisation
The first important interaction you have with trial customers is important. This is because the company will not get another chance to welcome and connect with clients in a way that impresses them from the start. New customers respond positively to the human touch, when it comes to e-mail greetings and free trials. The trialling of the product involves instant communication with the company. It is important to have a go-to person while signing off on the initial interaction, because at the end of the day, it is customisation that counts. Emails from CEOs are the most important way of communicating your business is receptive to the needs of customers.
#2 Steer Clear of CTAs at the Initial Stage
Calls to Action or CTAs are a later development in the selling process. To a free Pathwwway Gaming trial user, creation of rapport is the appropriate step forward. Sending sales pitches to customers while trialling products can fail. Sales CTAs send trial customers away from the point of purchase, taking all credibility away from the company.
#3 Stay Connected
Customers may want to get more information about the trialled product or ask questions. Therefore, automating communication will not work. You need a point of contact so that customers can share their ideas regarding product development. Leveraging customer inputs during the trial phase is only possible, if you have deep and meaningful interaction with them.
#4 Customise Interactions Based on Customer Behaviour
During the trial period, you will observe that trial customers behave in different ways. While some may utilise the app based product less, or stop using it, others will use your product actively every single day. When it comes to communication, ensure you check users who have disengaged and the reasons for this, as opposed to those who are actively interested in trialling your product. Additionally, it is a sign of effective communication systems in the company, if the user is approached in customised ways depending on his or her trialling frequency and depth of involvement. You should be sending messages that apply to the customer in question.
#5 Create the Perfect Offer
When it comes to the trial closure, having irresistible offers in place for engaged users can result in conversion. For those like Pathwwway Gaming actively trialling the product, setting exciting goals can work. When customers are motivated towards attaining certain goals while engaging with the platform, it leads to customers using the platform more often than not. Goals provide the motivation associated with rewards. For example, you could set a milestone, if achieved, extends the free trial period of the product. When the product is used more often to attain specific goals, the “mere exposure effect” takes place, and customers are more likely to realise how handy the product is, making it easy to convert to paying customers at the close of the trial period.
#6 In App Communication
Communication within the app is very useful when it comes to making the conversion from trial to purchase. When personalised in app messages are sent to provide tips for getting the most out of products, it leads to more open, honest feedback during the trialling stage and easier conversions thereafter. An in-app message can also introduce customers to premium features, and discover new attributes of the app based product.
#7 Provide Clear Instructions
Once customers have signed up for trials, it is important to provide clear instructions. Their initial experience with your product determines if customers will continue to use your app based product. Clear instructions can be shared through in app messaging or emails at various points in the trialling process to interact with platform features.
#8 Communicate With Engaged Users Too
While disinterested trial users need to be asked if they have an adverse reaction to the product, keeping in touch with engaged customers creates a deeper connection. It also makes it easier to present a CTA to facilitate conversion.
#9 Arrange for a Demo: Let Presentations Do the Talking
Trials are a perfect opportunity to demonstrate how your app based product works and leads users to convert more easily than selling via email or other traditional marketing campaigns. Demonstrations are also a chance to highlight the unique features of the trial product in question.
#10 Knowledge of Results: Why Feedback Matters
Feedback from customers is critical. It allows the creation of a product for the customer. Reach out to customers that have dropped the product once the trial commences and ask why. Their feedback could be just as important as that of engaged product reviewers, when it comes to retaining your next customer.
#11 Trials Can be an Opportunity to Cash In
Additionally, more diverse trial models are also in place, where companies charge for extensions, add ons, additional functionalities, support, integration and customisation. Consider that free gaming app Candy Crush generates USD 950,000 through this model per day! Selling in app virtual goods, more levels, faster gameplay etc, Candy Crush is the ultimate product trial that yields big bucks.
#12 Offer Free Trials With No Strings Attached
To convert customers in the end of a product trial, it is important to ensure customers do not have to part with details like credit card information to access the free trial. A no credit card method earns more customers,because there is less pressure to convert at the initial trial stage as a result of this.
From working to provide feature updates, effective on-boarding and educational training to leveraging sales opportunities, and making the trial an easy and fulfilling one, trialling a product requires a holistic and comprehensive approach. Trialling products that are app based involves featuring the product to its best advantage given the intense competition. In fact, the product’s sales journey starts with the trial period, where you have a chance to impress customers and give your product a winning edge.