We might be tempted to think that the website of a SaaS product has one purpose: to convert.

We’re being told by conventional literature that the website is part of “the funnel” — once we understand though that listening to the lessons should be taken (at most) as guidelines and not as rules, we can depart from them if they don’t seem fit.

I want to poke at this idea that I’ve started the article with. No, the website is not there just to convert. It might be for some one-off sale but in the SaaS industry it’s definitely about more than that.

Here’s one way to look at it: when re-assessing whether your product is worth paying for (maybe before the renewal date or after an economic crash), your website “pitch” is the only thing that can save you.

The CFO (if you’re running a B2B SaaS) probably won’t call you before unsubscribing. A non-B2B user won’t ask around your other clients/referrals. Both these paying clients will go straight to the website of your software — that’s where they unsubscribe.

And if what they find there is just a piece of the funnel that’s purposed to “convert” — because that’s what the marketers teach us — without having any thought put into this situation where clients might churn, then you and I are looking at a hole in the ship. A hole that can sink the ship, eventually.

Therefore, I’d put thoughts into the “reconversion” process, if we are to stick to these words.

When I’m coming back to your website to unsubscribe, is there anything that will remind me of the added value? Or is it just the story I’ve heard at the beginning which I’ve definitely forgotten?

Lessons are not rules and you know that. The only thing is, we don’t have enough time to tell the difference between rules that we poke at and rules we implement as they are.

About Ch Daniel

I run Chagency_, an experiences design agency that specialises on helping tech CEOs reduce user churn. We believe experiences are not only the reason why users choose not to leave but also what generates word of mouth. We’re building a credo around this belief.

If I’ve brought you any kind of value, follow me and get in touch here: LinkedIn | Twitter | Email | Quora | YouTube (same content but in video)

I’ve also created an infinitely-valuable app for sneaker/fashion enthusiasts called Legit Check that impacted hundreds of thousands over millions of times – check it out at chdaniel.com/app

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Illustration Credits: Priya Mistry