Key Takeaways

•  Awareness is generally the first stage in customer journeys, including the customer journey for SaaS products. In this stage, the customer recognizes a problem and begins to look for solutions. This may also be the stage wherein the customer encounters the product for the first time and intends to explore it further.
• The next stage in the customer journey is the Consideration stage. In this stage, the customer starts to look more closely at the platform or product to see if the available product features can solve the problem.
• A landing page is specifically created for a marketing campaign with the particular purpose of driving traffic for lead conversion. A landing page is typically designed to generate leads, while the product page is designed to provide information about the product or service.

Introduction

I. Customer Journey of SaaS Products

 

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Awareness

•  Awareness is generally the first stage in customer journeys, including the customer journey for SaaS products.
• In this stage, the customer recognizes a problem and begins to look for solutions. This may also be the stage wherein the customer encounters the product for the first time and intends to explore it further.
• SaaS companies would want to have enticing and personalized content at this stage.

Consideration

• The next stage in the customer journey is the Consideration stage. In this stage, the customer starts to look more closely at the platform or product to see if the available product features can solve the problem.
• This stage may take a longer time as the customer can take time to evaluate all options.
• As a SaaS company, having extensive content of case studies and blogs can help the customer in this stage.

Evaluation

• In the Evaluation stage, the customer may be looking at two leading SaaS platforms to choose from. In this stage, the customer intends to experience the product functionalities of the two platforms before deciding to purchase whichever comes out as the better platform.
• Having a free trial version or freemium setup of the SaaS product would benefit the company at this stage as it would be the customer's way of evaluating the SaaS product.

Purchase

• The Purchase stage is the point when the customer has taken the step to pay for the SaaS product. This is the stage when the customer becomes an official customer of that SaaS product.

Adoption

•  Adoption is the stage wherein the customer goes through the onboarding experience, which includes the sign-up and login experience.
• In this stage, the SaaS company has to ensure that the customer is experiencing a smooth and seamless onboarding experience by offering a flawless welcome email, the best login experience, and easy contact for support or assistance.

Expansion

• The Expansion stage is the stage where the customer's experience is brought to the next level of product experience. The customer may be introduced to more features or a customized product plan.
• The SaaS company has to make the customer feel that the expansion would be worth the added cost.

Advocacy

•  Advocacy is the last stage in the customer journey. This is the stage where the customer shows satisfaction and love for the product by recommending it to others.
• The SaaS company may offer a referral program while at the same time ensuring that the customer continues to have a seamless experience.

II. Comparison of Landing Pages and Product Pages

Landing Pages

• A landing page is specifically created for a marketing campaign with the particular purpose of driving traffic for lead conversion. A landing page is typically designed to generate leads.
• A landing page typically focuses on a single message and has one goal. The single message is usually the call to action or CTA.
• A landing page is designed to get the potential customer to become engaged with the brand. The engagement may happen through collecting email addresses of potential leads in "exchange for something of value" such as an eBook download or a free webinar invitation. However, the engagement is not limited to that.
• Successful landing pages offer a single purpose or a single offer. A landing page that has multiple offers generally gets 266% fewer leads than landing pages with single offers. The image below shows the landing page of Dipa Inhouse. 

 

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Product Pages

• A product page is a web page. It is designed to provide information about the product or service. It is an important tool for information sharing. 
• Unlike landing pages, product pages are not specifically designed to generate leads. Product pages are designed to share information or bring awareness about the product.
• The purpose of a product page is to introduce the brand, educate the customer regarding the product, and provide links to other pages on the website.
• A product page is designed to appeal to the masses or to the target audience. The image below shows a summary of comparison between a Product Page and a Landing Page.

 

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Research Strategy