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5 WAYS TO INCREASE YOUR B2B
SAAS REVENUE TODAY
Samuel J. Woods

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Improve customer
acquisition
Improve customer
onboarding
Improve customer
retention
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IN ITS MOST BASIC FORM, THERE ARE THREE WAYS A B2B SAAS COMPANY CAN MAKE MORE
MONEY:
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Sometimes SaaS companies are so focused on
creating and improving the product, they neglect
marketing it and improving the sales funnel. Companies
without a marketing, PR, or growth team especially
neglect it.
In terms of revenue, marketing is just as important as a
great product. Thinking great products sell themselves
couldn’t be farther from the truth so it’s important to
allocate resources to optimizing your acquisition and
onboarding processes and strategies.
Here are five ways you can increase your conversion
rate and revenue that you can implement today.
INCREASE YOUR B2B SAAS REVENUE TODAY

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1. ADD POWERFUL TESTIMONIALS

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Don’t underestimate how much a great testimonial can impact the conversion rate of your
SaaS app. While incorporating testimonials may not be a revolutionary tactic, many
companies add testimonials that don’t help conversion rates even if they do sound good.
Bad testimonials can sound corny, unrealistic, or too unbelievable; they can be emotionless,
meaningless, and not specific enough. Here’s an example of a real B2B SaaS company
using ineffective testimonials:
They all sound good, but they are so generic and so unspecific that these testimonials could
be applied to virtually any SaaS app. And they’re probably fake.
POWERFUL TESTIMONIALS

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Freshbooks currently has three powerful testimonials on their homepage:
POWERFUL TESTIMONIALS

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Why are these testimonials powerful?
Each one touches on a major pain point people come
to Freshbooks to solve.
• “I want to look professional and be taken seriously
when I send an invoice.”
• “I don’t want to have to wait 30 days to get paid.”
• “I don’t want to spend hours on the weekend making
invoices when I have better things to do.”
Plus, each testimonial displays legitimacy with a photo,
name, title, and industry. These people reflect major
customer types and industries that Freshbooks serves
allowing their prospective customers to put themselves
in the shoes of the person who they match closest
with.
Once they see someone exactly like them using
Freshbooks to solve their same issues, they are much
more inclined to start a free trial.
POWERFUL TESTIMONIALS

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Reassures it solves a
major pain point
Includes details
and is specific
Made by a relevant
customer type
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POWERFUL TESTIMONIALS
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The keys to a great testimonial:
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Appears legitimate
(and it is)

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2. DECREASE THE LENGTH OF
YOUR FREE TRIAL

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Offering a free trial isn’t just a way for a customer to get an inside look at your SaaS app’s features
and how they work. Think of free trials as an opportunity for your customers to begin depending on it
to run their business. Then it will be much harder not to commit to a paid plan.
During a free trial, if a customer becomes ingrained in your product – they rely on it, they’ve
integrated it with their other systems – they are going to believe they need it to keep running their
business.
So with this in mind, doesn’t it make sense to give your customers more time in their free trial? The
answer is a surprising “no.”
From your point of view, the purpose of a free trial is to convert your customer into a paid customer.
From the point of view of a customer, a free trial is to evaluate whether your product answers their
needs. A prospective customer needs to feel the length of your free trial is long enough to
completely evaluate your product.
FREE TRIALS

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The truth is, there is not one optimal trial length for
all SaaS apps. It’s going to depend on your product.
But there is one truth.
Customers are most likely to convert to a paid plan
close to to the last day of their free trial. If you can
get away with it, a shorter free trial will convert more
customers into paid customers sooner, increasing
your revenue more quickly. Try shortening your free
trial and see how it affects conversions.
You would think a CRM would require a long free
trial for a customer to start relying on it for their
business.
FREE TRIALS

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FREE TRIALS
Zoho CRM’s free trial is only 15 days long.
After much testing, they probably found the 15-day free trial mark to be the sweet spot for a couple reasons.
One, it requires customers to commit to a paid plan sooner. Two, a shorter free trial probably pushes
customers to try out the major features sooner than later, which reveals the value of the product to them
sooner as well.
Try decreasing the length of your free trial and see how it affects conversions. If it doesn’t help convert more,
then revert back.

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3. RAISE YOUR PRICES

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You’ve probably thought long and hard about
your SaaS app’s price point. You probably
looked at your closest competitors and wanted
to be priced comparatively. Depending on your
SaaS app, your price may be a major selling
point.
However, most companies over think their
price and base it only by their competitors. I’d
like to challenge you and think about your
price vs. the value your customers receive in
return, because the price of your SaaS should
be based on the value.
RAISE YOUR PRICES

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If you were able to raise your prices just 10% or 15%, how
would that change your business?
Before you go and raise your prices today, you need
to think of a careful strategy to do so. Some SaaS
companies raised their prices that resulted in very
negative effects.
When Ahrefs, an SEO tool, increased their prices, it
was met with a lot of negative feedback. Their
mistake was increasing the price for existing
customers and increasing the price way too much at
one time.
RAISE YOUR PRICES

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Close.io, a CRM SaaS app, is a great example of a company increasing their price the
right way. They didn’t raise the price for existing customers and they gave trial and
paid customers a 14-day window to to buy more plans at the original price.
The results?
They kept current customers happy, they maintained their conversion rate after the
price increase, and they received a nice bump in paying customers before the
increase went live. Most importantly, they said the price change increased their LTV by
10%.
RAISE YOUR PRICES

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4. IMPROVE YOUR PRICING
PAGE

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I’m willing to bet your pricing page is one of the most
viewed pages on your website.
From your pricing page, prospective customers should
be able to identify what they get, for what cost, and sign
up as quick and easy as possible.
For this reason, your pricing page has a huge impact on
your customer acquisition. That’s why it’s important to
always be actively monitoring and improving the
conversion rate of your pricing page.
IMPROVE YOUR PRICING PAGE

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IMPROVE YOUR PRICING PAGE
While your pricing page layout and design is
going to be heavily influenced by your type of
product, it must be simple, easy to understand,
and help prospective customers choose the right
plan for them.
I’m willing to bet your pricing page is one of the
most viewed pages on your website.
From your pricing page, prospective customers
should be able to identify what they get, for what
cost, and sign up as quick and easy as possible.

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IMPROVE YOUR PRICING PAGE
For this reason, your pricing page has a huge impact on your customer acquisition. That’s why it’s
important to always be actively monitoring and improving the conversion rate of your pricing page.
While your pricing page layout and design is going to be heavily influenced by your type of
product, it must be simple, easy to understand, and help prospective customers choose the right
plan for them.
Beyond the design of the page, your pricing model also has a huge impact on the conversion rate
of your pricing page. It’s important you’ve developed your pricing model well, but that’s a whole
other topic.
So what’s a good pricing page?
I’ll use a few examples.

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Freshbooks pricing page is designed very well and
easy to understand. Prospective customers can
quickly understand what features they’ll get and for
what price.
Interestingly, they don’t have “sign up” or “start free
trial” buttons underneath each plan – they only have
a single start free trial option. This not only helps
keep their design simple but also prevents the
customer from stalling from analysis paralysis.
Immediately, you’ll notice their most popular plan is
the Evergreen plan because of the illustrated “Most
Popular” graphic above it and the blue background
on the price when the others are white. Telling
people which plan is most popular always helps
prevent analysis paralysis.
IMPROVE YOUR PRICING PAGE: FRESHBOOKS

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IMPROVE YOUR PRICING PAGE: FRESHBOOKS
Beyond the pricing plan section, their pricing page can be divided into six unique sections.
1. Call-to-action #1 – “Sign me up! I already know I want Freshbooks.”
2. Pricing plans – “Okay, what do I get and for how much? Do you have a plan for me?”
3. More details and call-to-action #2 – “Looks good so far, but what else do I get?”
4. Testimonial and Trust – “Someone like me is happy with the product and this is a company
with high praise.”
5. FAQs – “But what about… Oh, okay. That answers my question!”
6. More trust and call-to-action #3 – “Millions of people use Freshbooks? I’m ready. Sign me
up.”
Note that each section one way or another helps the prospective customer make their
decision and sign up.

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Let’s look at BuzzStream’s pricing page.
They are a social influencer and digital
outreach app.
Just like Freshbooks, their pricing plans
are very easy to understand with their
main plan differentiators front and center:
number of users, number of contacts,
and number of searches.
By only including the main features that
differentiate each plan, BuzzStream’s
pricing plans are quickly and easily
digestible.
IMPROVE YOUR PRICING PAGE: BUZZ STREAM

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IMPROVE YOUR PRICING PAGE: BUZZSTREAM
BuzzStream’s pricing page can be broken down into three sections:
• Pricing plans
• FAQs
• Pricing package details
Simple and to the point, BuzzStream’s pricing page is to the point; however, there is room for
improvement. There are no sections on trust – testimonials, social proof, etc. You have to
email them to pay them for 12 months in advance.
And most interestingly, they only feature their solo package in the pricing package detail
section, which can either turn those customers away by being too hidden, or tricking people to
sign up for a more expensive plan than they need to.

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Help Scout has one of the most
simple pricing pages I’ve ever seen.
Their pricing model, besides their free
plan, is just $15 per user per month. In
just one single “pricing box” they show
their prospective customers
everything they get with a big “sign
up” button.
This makes it incredibly brainless for
prospective customers to sign up.
IMPROVE YOUR PRICING PAGE: HELP SCOUT

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IMPROVE YOUR PRICING PAGE: HELP SCOUT
Their pricing page is broken down into four sections:
1. Pricing plan
2. FAQs
3. Customer service/help – schedule a demo or contact for further questions
4. Additional features
In addition to the single pricing plan, I love their customer service/help section. Featuring four
people’s faces brings a feeling of humanity and great customer service into their product – except it
doesn’t say who they are (employees, happy customers, etc).
Including the ability to schedule a demo or view a webinar recording is a nice customer service
touch as well.

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Again, adding powerful testimonials can help
increase trust and conversions on their pricing
page.
When looking at your SaaS app’s pricing page,
see how you can incorporate elements from
these examples.
If you’re not familiar with analysis paralysis,
price anchoring, trust, and other psychological
pricing strategies, read up on them and see
how you can incorporate them to improve
conversions.
POWERFUL TESTIMONIALS

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5. OFFER AN ANNUAL
PAYMENT OPTION

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Give discounts to customers who’d like to pay
for 12 months up front to get an immediate
surge in cash flow. Typically, this discount is
either one month of free service or a 10%
discount.
There’s two reasons why this is a great
strategy:
1. You keep customers for at least 12 months
2. You increase your cash to invest in further
growth
ANNUAL PAYMENT OPTIONS

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ANNUAL PAYMENT OPTIONS
Tomasz Tunguz illustrates the dramatic difference in a SaaS company’s cash depending on how it’s paid. Each
scenario depicts a different way it collects cash, but in each scenario they make the same revenue, have the
same growth, and have the same amount of burn.
Notice in purple the annual prepay is the best scenario in terms of cash. Accepting 12 month payments up front
will boost your immediate cash to invest in other growth strategies, like building a growth team for example.

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WHAT TO DO NEXT

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WHAT TO DO NEXT
Now you know a few ways to gain more of your
prospective customers’ trust, help them purchase a paid
plan, improve your customer retention, and increase your
cash flow.
To recap, they are:
1. Adding powerful testimonials to your website and
pricing page
2. Decreasing the length of your free trial
3. Raising your prices to reflect your product’s true value
4. Improve and simplify your pricing page
5. Accept annual payments up front
Implement these strategies correctly and you will see an
increase in your bottom line. If you’re already doing these
and would like to implement a more aggressive growth
strategy, set up a confidential discussion with Stimulead
and see what we can do for your B2B SaaS company.

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now.
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