Case Study: How Ninja Outreach Saves 65 Lost SaaS Trial Sign Ups Per Month With Amazon-Like Behavioral Emails
This post is part of our Funnel Hack Friday series, where we document growth case studies for founders and marketers to learn from.
In this case study, we showcase Ninja Outreach, a SaaS tool for influencer marketing.
Imagine you put an item in your Amazon shopping cart.
You leave to go check Facebook without buying… and you know it’s coming.
The next time you open up your inbox, chances are, you’ll see an email waiting for you, gently reminding you to come back and buy.
These emails are money-makers because they send the right message, to the right person, at the right time.
And the same goes for SaaS email marketing.
In every industry, a percentage of people bail when you ask for a credit card. That’s why it pays to have a system like Amazon for following up with lost leads.
“But How Many SaaS Trials Are We Losing?”
It’s worth noting that cart abandonment is a massive and well documented problem in online retail. Business Insider estimates that ecommerce companies lose a combined $4 trillion in revenue per year to abandoned carts.
In this case study, we’ll show you how to limit trial abandonment — the SaaS equivalent of shopping cart abandonment — so you can get a permanent lift in your conversions and accelerate your growth.
And that’s exactly what NinjaOutreach has done.
Ninja Outreach has found a way to turn lost trials into sign-ups and paid users automatically.
And they’ve done it without hiring a consultant or paying $2,000+ mandatory setup fees for one of the big automation platforms.
Without further ado, let’s see how they started rescuing more SaaS trials… and how you can do the same.
The 2-Step Sign Up: How NinjaOutreach Rescues Abandoned Trials And Maximizes New Users
Check out NinjaOutreach’s Pricing page below.
It’s a pretty standard tiered Pricing page.
Here’s what’s interesting:
When you click the blue “14-Day Free Trial” button above, instead of hitting a prototypical Free Trial page to enter your credit card, you see a popup. It looks like this:
After you enter your email, Ninja Outreach takes you to the Free Trial page, asking for your payment details. And that’s it.
The key is this:
When leads now abandon the Free Trial page, instead of losing them forever, Ninja Outreach at least has an email address.
This lets them follow up with people based on their behavior (i.e. finishing the sign up or not). So far, their results have been compelling.
The Economics Of Lost SaaS Trials: How To Drive Growth By Uncovering An Extra 65 Sign Ups Per Month
Below is the latest breakdown of Ninja Outreach’s funnel abandonment campaign, over the past 30 days:
- 564 leads entered the abandonment follow up email sequence
- 11.6% of abandoners came back and finished their trial sign up
- 65 total recovered users now trialing for plans ranging from $29/mo to $249/mo
All in all, NinjaOutreach’s system might take you an afternoon to set up.
That’s one afternoon traded for a permanent lift in your conversions… at the point in your funnel when people literally couldn’t be closer to starting a trial.
As conversion rate optimization expert Peep Laja from ConversionXL explains, all other things equal, you should address leaks at the bottom of the funnel first (emphasis ours):
Maybe your home page is your most popular landing page. Gets enough traffic, like 75k uniques per month. The bounce rate is 65% , sub-optimal. At the same time, your checkout page gets 500 unique visits per month. Your monthly transaction count is ~100. Where do you start?
I hope this is obvious.
Large chunk of home page visitors are likely not gonna buy anything during this visit, but people who’ve made it to the checkout page have added a product or two to their cart and shown all kinds of engagement. So if only 20% of the people that make it to the very last step of the checkout funnel end up buying, that’s where you’re bleeding cash the most. That’s where you should start optimizing and testing.
This was the case with Ninja Outreach.
They were losing revenue at the bottom of the funnel, before adding the 2-step sign up gave them a lift in conversions —and MRR.
To set this up for your SaaS, you’ll need to change the links on your Pricing Page CTA buttons.
To model Ninja Outreach, instead of linking to your payment gateway, you can link these buttons to trigger a popup.
In Drip, you can use a Form to create copy-and-paste code that does this in less than 30 seconds.
Head over to the Rules tab on your Form, where you see “What should happen when this form is submitted?”
Choose “Send a campaign.”
This campaign — Ninja Outreach calls it “Form Abandons”— is typically a straightforward 2-email autoresponder. The messages nudge abandoned visitors to come back and start their trial. Just like Amazon’s emails.
Before you forget: Want to set up a behavioral email funnel like this for your SaaS? Get the shortcuts with our ridiculously actionable 7-part crash course: Why Marketing Automation Is The Future Of Email Marketing
For Ninja Outreach, this campaign gets a 36% open rate and a very high 14% click-thru-rate. This high 14% CTR suggests that a high percentage of people do, in fact, want to start a trial.
As for the emails themselves, again, there’s not much “hard selling” copy.
Ninja Outreach co-founder Dave just offers a helping hand, and even offers to schedule a personalized demo in the second (and final) follow up.
“The demos are as short (or as long), as you’d like. We’ll show you the tool, answer your questions, and provide advice on the marketing campaigns you’re running.
If you’d like to set one up — here’s my call scheduler. [LINK]”
When setting up this type of campaign, you want to be 100% sure you avoid emailing the WRONG people. In this case, Dave needs to know that successful completed trial sign-ups won’t accidentally receive nudges to “finish your trial sign-up.”
That’s where automation rules come into play.
With Drip’s effortless integrations with Stripe and Paypal, the software can instantly pull a contact out of your Abandonment autoresponder as soon as the contact starts a trial. This way, you won’t send embarrassing or irrelevant emails.
Here’s what the Remove from a campaign logic looks like:
The overall flow looks like this:
- Leads abandon the Free Trial page, and enter a 2-email abandonment series
- Dave wakes up with new demo calendar events in his inbox, because these emails include a link to his online scheduling software
- Ninja Outreach nets 65 additional trials per month, amounting to thousands of dollars in new monthly recurring revenue
All on autopilot.
Dave was taking an extended trip in South America when we put this case study together. The beauty is, once you set this system up, automation rules do the heavy lifting — without any extra work.
To build your own 2-step signup, we’ve put together a step-by-step blueprint to guide you. Click here to get it.
P.S. If you’re not on Drip yet, can set this up in an afternoon when you try Drip for free for 21 days.
P.P.S. Naturally, if you do go to sign up for Drip and you abandon our Free Trial page, you can expect a couple of follow ups.
Ready to up your behavioral email marketing game? Get the shortcuts with our ridiculously actionable (and totally free) 7-part crash course:
Why Marketing Automation Is The Future Of Email Marketing