Let's dive into one of the flavors of buyer intent - Informational Intent. Think of it as the first step in the SaaS buyer's journey, the "I want to know more" phase
Informational Intent is when potential customers are in discovery
mode. They're like explorers, seeking information but not quite ready to buy. They might be curious about what your software does, how it solves problems, or its benefits.
But how do you recognize it? Well, you can be a bit of a detective here. Look for a couple of clues:
- Keyword Research: When someone starts searching for general terms like "best project management tools" or "how to make work easier," it's a hint. They're on an information hunt, not shopping for products.
- Content Consumption: Keep an eye on what content they're consuming. Are they reading blog posts, watching explainer videos, or downloading whitepapers? These actions show they're in the learning mode.
So, when you spot these signs, you know it's Informational Intent at work. And here's the opportunity: provide them with the info they're hungry for. Offer value, answer their questions, and be their guiding light in this phase of exploration
Now, let's shift gears and talk about Navigational Intent, a key player in the SaaS buyer's journey. This is when your potential customers have moved from the "I want to learn" phase to "I know what I want; help me find it.
Navigational Intent is like someone walking into a store with a shopping list in hand. They have a specific goal in mind. In the SaaS world, it means they're ready to explore particular solutions to their problems.
So, how can you tell when someone is in this mode? Look out for these signals:
- Repeated Visits to Product Pages: If someone keeps coming back to check out your product pages, they're not just window shopping anymore. They're interested in what you offer.
- Branded Searches: When they search for your SaaS brand name or specific features you provide, it's a clear sign. They're narrowing down their choices.
- Trial Sign-Ups: If they're signing up for a free trial or requesting a demo, that's a big green flag. It means they're serious about your solution.
Navigational Intent signals that your potential customers are on a mission. They want to see if your software fits their needs. It's your opportunity to guide them along this journey, provide clear information, and help them find the perfect solution
Transactional Intent, the phase where the SaaS buyer journey transforms into the conversion phase. This is where things get exciting because someone is ready to say, "Yes, I want this!"
Transactional Intent is like someone walking up to the cashier with a product in hand, ready to pay. In the SaaS world, it's the phase where potential customers have done their homework, compared options, and are itching to make a purchase.
They're at the finish line, and your job is to help them cross it.
Here are some signs that someone is in a transactional state of mind:
- Cart Abandonment: When they've added your SaaS product to their cart or started the subscription process but didn't complete it. This signals a high level of interest and intent.
- Pricing Page Visits: If they're frequently checking out your pricing page, they're likely crunching numbers and getting ready to buy.
- Trial Conversion: When they transition from a free trial to a paid subscription, it's the ultimate transactional move.
Transactional Intent is the golden moment in the SaaS journey. These folks are just about to become your customers.
So, make sure you offer a smooth and user-friendly experience, address any last-minute questions, and get ready to celebrate a successful conversion. It's where all your efforts really pay off.
- Commercial Investigation Intent
Commercial Investigation Intent is a critical phase in the SaaS buyer journey. It's like the moment when you're standing in front of a buffet and checking all the delicious dishes before making your choice.This intent is when potential SaaS customers are in research mode, actively comparing different options.
They've gone beyond just looking around or wanting info; they're eager to make an informed choice.
To spot this intent, watch for these behaviors:
- Cross-Comparison Content Consumption: If they're reading articles or watching videos that compare different SaaS products or features, it's a strong indicator. They're weighing pros and cons.
- In-Depth Feature Exploration: Look for signs of them diving deep into specific features, functionality, or compatibility with their needs. They're getting down to the nitty-gritty details.
- Demo Requests with Questions: When they request a demo and come armed with questions about how your product stacks up against competitors, they're definitely in the Commercial Investigation phase.
Recognizing Commercial Investigation Intent is vital because it's your chance to shine.
Offer clear, unbiased information about your product's strengths, and be ready to address their specific concerns. Show them why your SaaS solution stands out in the buffet of options they're exploring.