How to Use Personalization For Your SaaS Business’s Success

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Personalization is the ability to customize content and experiences for each visitor. Personalized experiences are becoming more common on almost every website, but you won't see much personalization in SaaS applications yet.

That's because it's no small task for software companies to provide a tailored experience for their customers without compromising security or performance. However, there are several things that you can do today to improve your chances of success with personalization.

Leveraging personalization for user onboarding

User onboarding is the process of helping new users become familiar with your product. It's important because it can impact everything from customer satisfaction and retention to user engagement and revenue.

Leveraging personalization for user onboarding

In fact, user onboarding experience can influence whether a user subscribes to your product. According to recent data, 63% of customers think onboarding experience is critical when deciding whether to subscribe.

The first step in user onboarding is getting users through the door, but that's only half the battle. Once inside, your goal is to show them how your product works. This way, they'll have a clear understanding of what they're doing when they sit at their desk on Monday morning.

That's where personalization comes in. It allows you to provide a customized experience for each user based on their preferences, history, and behavior within the platform. Let’s say you have built a project management platform. In that case, you can gather data during user registration for personalized onboarding.

Your software can automatically create a personalized dashboard for the user. Additionally, it can give them a customized tour based on their role. For instance, a marketing manager can get a tour of marketing-specific features, and a software developer can check development-related tools.

Harnessing personalization for marketing

Personalization is a great way to ensure your marketing messages reach the right people. Here are some ways you can use personalization for marketing:

Send targeted emails

Personalized emails are more effective than non-personalized ones. According to the HubSpot Blog Research 2021, email personalization is the second most used email strategy, with 72% of marketers using it. You can use data from past purchases or sign-ups to help determine which users would benefit most from receiving this type of communication.

Send targeted push notifications

Push notifications are an effective way of communicating with customers who have downloaded an app onto their phones. However, their effectiveness relies on their relevance to the recipient. 

push notification

Ensure each message has been tailored specifically for its recipient based on their preferences, location, and other factors. This will help keep those people coming back repeatedly while encouraging others who aren't already familiar with your product.

Combine personalization with SEO

Personalization can also help boost your SEO strategy. As stated by SEO Inc, SEO can help improve your brand's search visibility. This will help increase leads and sales, further affecting the overall revenue. But what role does personalization play in SEO?

By tailoring the user experience and content to individual visitors, you can increase engagement, reduce bounce rates, and improve overall user satisfaction. This, in turn, can positively impact your SEO rankings.

Since SEO is vital for your business to thrive, it is best to seek help from an SEO firm. You can research to find an SEO firm that can help with your requirements. These firms have all the resources, knowledge, and expertise required to get your product to the masses.

They can also help craft content that can familiarize potential users with your product or services. This will ensure a good user experience, which will again improve SEO.

Using personalization for product recommendations and pricing

Personalization is a powerful tool for ensuring your SaaS business's success. In addition to helping you identify and retain customers, it can also be used to:

  • Recommend the right product at the right time. Personalized recommendations are more likely to resonate with your audience and drive sales conversions than generic ones.
  • Recommend the right price point for each customer based on their previous purchases or behavior on your site/app. Offer targeted promotions that appeal to each user's interests and needs, not just "20% off all products!"

Personalization can also be used to make sure you're getting the right price for the right customer.

If you sell SaaS products, your customers must have access to the right plan at any given time. If they don't, they may leave or stop using your product altogether, and neither is good for business. You must ensure that customers always pay what they should pay based on their usage patterns. Strategic pricing consultants may be necessary to help execute this task effectively, as well as to help you factor in additional considerations like geographic location and industry verticals.

Personalization can help you identify which features are most important for each user based on their behavior within the app itself over time. Then, recommend a plan accordingly so that no one gets stuck with too little capacity when initially signing up for an account.

You can learn how to do this from one of the most popular brands in the field, HubSpot. HubSpot is a Customer Relationship Management (CRM) solution with a share of 35% in the global market.

HubSpot offers numerous pre-calculated pricing packages to the users. However, it also has a calculate your price option. This option allows users to select the features they want to use and accordingly calculate the prices.

Utilizing personalization for content production

Personalization is the process of adapting your content to the needs of a specific user. It's important to understand that personalization isn't just about providing better customer experiences.

Utilizing personalization for content production

It can also help you increase revenue and reduce churn by ensuring users get what they need from your product or service. Personalization will only be successful if it feels like an intuitive part of the experience, so ensure you're not overdoing it.

Here are some examples of how businesses have used personalization successfully:

  • Amazon recommends products based on past purchases or searches
  • Netflix offers suggestions based on viewing history, such as suggesting new shows similar to ones already watched by other members with similar profiles

How to collect and use data for personalization

Collecting and using data is the foundation of personalization. It's critical that you know how to collect the right kind of data and where and how to store it. You can use your internal resources or hire a team of experts with experience in this area.

Data collection methods include:

  • User surveys: These are great for collecting feedback about features or UX issues. However, they don't provide much insight into how users interact with your product over time.
  • Behavioral tracking: This tracks what people do inside the app/site so you can see which areas they're spending more time on than others. Also, it is helpful in understanding user paths through various sections of your site/app.

The role of AI and machine learning

The role of AI and machine learning in personalization is twofold. First, they can make personalized recommendations based on your customer's behavior.

Suppose you're a SaaS business selling customer relationship management software. One of your customers has been using the product for three months but hasn't upgraded yet. In that case, an algorithm could suggest a plan upgrade based on their usage data and patterns.

Second, these technologies are also used for customizing content based on user preferences. This customization helps build trust with your audience by showing that you care about them as individuals rather than treating everyone as "another sale."

Lastly, AI can help analyze large amounts of data within seconds or minutes. This is one of the most significant benefits of AI and machine learning in SaaS businesses. Analyzing data and generating insights from it is a vital part of personalization. If the analysis is not accurate, your personalization campaign will undoubtedly fail.

Overcoming challenges

Personalization is the most effective way to ensure your SaaS business's success. But it can be challenging to get right, especially if you don't have access to all the data you need. Here are some tips on how best to overcome these challenges:

Monitor, analyze, and adapt as needed
  • Data collection: You'll need an efficient way of collecting customer information that doesn't interrupt their experience with your product. This means building an automated process into your website or app to ensure users have a seamless interaction. Additionally, consider sending them emails with questions when they sign up or at a later stage.
  • Data analysis: Once you've collected all this data, there's still no guarantee that the insights will be meaningful enough for personalization. Therefore, it's crucial to ensure that the individual analyzing the data understands what works best for users' needs and preferences. This understanding should precede any recommendations made solely based on user behavior patterns.

Conclusion

Personalization is essential to any business, and SaaS companies are no exception. The key to using personalization successfully is knowing how to do it right. We've covered everything from user onboarding to marketing. You can use these strategies to increase your SaaS business’s customers and generate more revenue.

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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