Probably, for a lot of start-ups (and not only) the issue of increasing the number of paying customers is relevant at all times. Want to learn the secret of how to turn users who rated your trial version to those who regularly pay? According to the marketing experts with the help of push marketing everything is very simple, and the whole secret lies in one word – “COMMUNICATION”. And this communication should be properly organized. How exactly?
It’s not enough just to have a well-made site with video lessons and an extensive knowledge base. Of course, this is useful, however, you should also find an approach to your users so that they feel that you are the same person as they are.
Now we will only talk about the main points, but let this phrase become your guiding light: “People want to buy from those to whom they trust.” Push marketing is the best way to build trust with new users is to communicate with them via email, SMS and using push notifications.
Here I have collected 7 push marketing hacks that will help turn trial users into paying customers …
Did you know that 66% of companies that use the free trial model of push marketing and have a conversion rate below 25%. Why? Users fall into the Bermuda Triangle in the SaaS area. They register for the free version and then completely disappear – often this is because the company representatives do not support communication with them.
The first three days are the most difficult. If you motivate the user to actively use your application for three days, then it will be 4 times more likely to perform the targeted action.
Fortunately, sales professionals and customer support do not need to spend all their time to reach each user. Only competently using the push marketing tools of communication with the user based on their behavior and psychology, as well as the correct text, you can build a strong relationship with the client automatically.
Let’s look at 7 push marketing ways to attract paying customers with e-mails, push notifications and text messages …
1. Send A Welcome Letter
Did you know that about 75% of users expect that after registration they will receive a welcome letter? They are not only interested in your product, but also give permission for you to share information with them.
When a user registers for a trial version, automatically send him a welcome letter. It is important that it is sent within an hour after registration. 90% of potential customers cool down after 60 minutes. New users can try your service in a hurry and forget about it. Sending a letter of welcome will help build a stronger relationship with them.
Try to make the greeting e-mail look like it was sent by a real person. Use the address to which the user can subsequently respond. Tell us how often you will send letters. Be sure to let us know what the benefits of your service are. Offer the user help if he has any problems (this is a kind of call to action). Perhaps some potential customers will decide to answer this letter – in that case, be sure to continue with them a dialogue.
A welcome letter like this will help attract and motivate a larger number of users to perform the targeted action …
I noticed that you registered with our service, and just wanted to thank for it.
Also I would like to help you get started. Is there something that you are not sure about or have not fully understood?
I’m always here to help you, here are links to several useful videos that will help you understand where to start.
Write anytime! I’m always happy to help!
– A.H. from ahsagar.com
2. Send E-Mails To Attract Inactive Users
Send messages to attract inactive users. For example, 2 days after registration, send a useful reference book or a list of tips on how to start working with your service.
Most users do not work with your application, because they do not know how to do this.
A letter built using this scheme will help to involve inactive users in the process of working with your service …
Here are a few ways to use our application to help you save money:
- Import bank reports (this will take 2 minutes).
- Tell us about your favorite stores so that we can get coupons for you (it will take 3 minutes).
- Tell us about the planned purchases so that we can find the best offers (it will take 5 minutes).
- If you click here, then set all the necessary settings right now and will be able to save your money.
You can also attract the attention of inactive users by a letter with the topic “We miss you”. For example, if a user does not show activity for two days after registration, remind him/her what he/she is missing and what he/she can get from your application if he/she returns.
Where did you go? We added a few new features, which you have not yet had the opportunity to try. They can really help you in reducing the carbon footprint.
- Search for recipes that do not include meat, which will help you eat more correctly;
- A map of public transport that will help you find another way to travel around the city;
- Search for bike rentals that you can use when traveling.
Just click here, sign in, and you will be able to use all these functions in a few seconds.
E-mail does not need to tell you how beautiful your application is. Your task is to motivate the user to use the service again. It is a vital part of push marketing to remind them why they registered, and how your application can help them. Make sure that your letter, designed to return the user, has a clear call to action. It should be something that will please the client and will motivate them to return.
Good examples of calls to action for a letter, whose goal is to re-engage a client:
- Create your [product name] now;
- Try it right now;
- Take your own right now;
- Look at this in action;
- Watch this video now.
3. Propose To Extend The Trial Period
Do not need to offer to extend the trial period to each user. Those customers who are inactive by the end of the trial period can hardly be persuaded by offering them more time.
Renewal of the trial period is relevant for the segment of users who actively work with your application every day during the trial, but stop using the service as soon as the trial period ends.
Here is an example of a letter that can be sent to active users, offering them to extend the trial period of push marketing …
I noticed that your trial period is over, but you had the opportunity to enjoy our app for quite some time.
Do you want to use the trial version for a few more days? We are happy to give you this opportunity. Just let us know.
Also you can send such users a letter with a request for feedback (along with a proposal to extend the trial period). Pay attention to the feedback left – this information can help in increasing the conversion.
You may feel that there is no point in writing to SMS users when you can chat with them by mail.
However, here are two reasons to do this …
- Less competition: Compared to 1216 e-mails, users receive an average of only 178 SMS.
- Your message is guaranteed to be read: 99% of all SMS read, and, 90% of them are read within three minutes of receipt. Compare these data with the opening rate of e-mails (22%). Text messages also have a much higher CTR than e-mails – 19% compared to 4.2%.
4. Ask Users To Provide Feedback On SMS
Instead of emails, send SMS to inactive users or to those who have completed the trial period. Ask them to leave feedback so that you can answer their questions and suggest resources that can help them.
When you ask for feedback, be extremely brief and polite. Here is an example of SMS push marketing that you can use …
Thank you for using [tariff name]. We would really appreciate your feedback.
Hi, [username], can you give a couple of seconds and leave feedback about [tariff name]?
You have the opportunity to speak out! What do you think about [service name]?
How can I help you use the [tariff name] more effectively?
5. Send SMS About The Failed Payment
If you turn a user into a paying customer, you do not have to give it up if it fails to make a payment. Difficulties in paying happen more often than you think. In fact, 11-14% of operations simply do not pass (!).
The customer may have entered the wrong credit card number. And, maybe, problems with your site. And, maybe, the whole matter is that the user used the wrong browser?
Whatever it is, send the user automatic SMS, if his/her payment has not passed. Offer to personally help the customer complete the purchase. You can also send him/her a link with an alternative payment method.
Here are some examples that you can use …
Hi [username], it looks like there are some problems on the payment page. Maybe I should call and help you with this?
Hi [username], I noticed that you have a payment problem. Help is needed?
Hi [user name], do you have a payment page? If not, let me know, and I will gladly help finish the operation.
Hi [username], it seems that there are some problems on the payment page. Here is a link to an alternative payment option.
This is the final step. Do what you want to turn the user into a paying customer, especially if you know that he wants it.
Keep Reading: Top 10 Tips For Marketing A Small Business
The speed of response to push notifications is three times faster than e-mail marketing. If you want to receive answers quickly, use push notifications. Here are two ideas for increasing the conversion with this method of messaging.
6. Offer A Discount
Sometimes users come to a page with tariffs, but they will not upgrade from a trial version to a paid one. If this happens to your service, you need to do something.
For example, offer such users a special discount …
We offer you a 25% discount on [tariff name] within the next two hours. Time is limited (you can even take advantage of the time counter, but unobtrusively)!
Think about becoming our client? The time has come! We give you a code with a 20% discount [code number].
Thanks for the work! Pay for the use of our service now and get a 25% discount on the promo code [code number].
7. Motivate Users To Finish The Trial Period Sooner
You do not need to wait until the trial version is over, so that the client starts paying. An active user who likes to use your application will turn into a paying customer faster if offered the appropriate incentive. Remember that users who actively work with your application for 3 days, 4 times more likely to make the necessary targeted action. Use this push marketing feature to turn active users into paying customers as quickly as possible.
The incentive that you can offer depends on what motivates your users.
It can be a discount or an upgrade to a premium version of the service at a lower price. Or free provision of expensive consultation with an expert who can help the client effectively develop the business.
Try sending a push notification like this to motivate users to become paying customers as early as possible …
You have the opportunity to save [the amount] on our application! Switch to a more advanced tariff with a 10% discount right now.
Do you like our application? Upgrade and enjoy more features!
Want to access all the features? Upgrade and get 1 month free!
Regardless of what you choose for push marketing, remember that people like to feel special. Having started communicating with them as early as possible, and doing this as often as possible, you will make them feel part of your team, which will help to avoid the outflow of customers.
So, what will be the first push marketing method e-mail, SMS or push notification that you send to users? Have you already used push marketing to turn as many trial users as possible into paying customers?