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SAN JOSE, Calif.—It should come as no surprise that Cisco Systems and Adobe Systems, two companies that enjoyed spectacular growth establishing them as tech blue-chips during the nascent Internet, are also among the first companies to embrace the software-as-a-service model (SaaS) (define) as the vehicle of choice for the Internet’s next evolutionary phase.

On Thursday, both companies outlined their vision, their expectations and some of their new offerings for this emerging SaaS platform at the Software and Information Industry Association’s OnDemand conference in San Jose, Calif.

Several hundred attendees, ranging from established tech players to upstarts hoping to carve out a niche in this booming space, came in search of new ideas, potential business partners and maybe even a little validation of their emerging Web 2.0 strategies.

“What’s clear to me as I look out into this room is that I’m looking at the future of the software industry,” Donald Proctor, senior vice president of Cisco’s collaboration software group, said during his keynote address kicking off the conference. “We’re here at a pretty momentous time. We are starting to see some pretty fundamental changes in the world of software.”

Unified communications—the cobbling together of instant messaging, Web conferencing, e-mail, desk phones, mobile phones, blogs and all the other tools employees and businesses use to communicate into one central location or platform—and collaboration—the tools and processes needed for meaningful productivity—have replaced customer relationship management (CRM) (define) as the markets of choice for the SaaS crowd.

That’s partly because those applications lend themselves so well to a browser-based distribution model and partly because they’re precisely the type of applications employees and companies need to manage their data and business processes online.

Cisco CEO John Chambers, during a conference call Wednesday with analysts following the company’s first-quarter earnings report, couldn’t have been more clear when he repeatedly said unified communications and collaboration will not only be the key to Cisco’s growth in the next 10 years but will “drive the next wave of productivity around the world.”

“I cannot overemphasis the importance of leading this transition,” he said.

Cisco, through its $3.2 billion acquisition of WebEx in March, thinks it has a leg up on the competition. It doesn’t hurt that it’s also the dominant provider of network equipment, a platform from which it can extend its tentacles into enterprise and small- and mid-sized businesses (SMBS) alike.

“Collaboration isn’t just something that happens behind the firewall,” Proctor said. “We’re now collaborating with our customers, virtualizing our supply chain and our business partners as if they are part of our company. The days of keeping everything inside and controlling and collaborating only inside the firewall are gone. As time goes on, the next wave of collaboration will be driven not by intranets but by Internets and cross-company collaboration.”

Cisco isn’t the only company that’s caught on this tectonic shift in communications. Microsoft, Google, IBM and just about every other prominent software vendor is rolling out applications and platforms based on the SaaS model that chúng tôi legitimized for delivery of CRM applications.

Adobe on Thursday confirmed that it would ship a beta version of its online image-editing software, Photoshop Express, later this year and plans to make a full-featured version available on-demand sometime next year. The company is in the process of rolling out many of its most popular software applications (as well some new ones) in a SaaS format, a tacit acknowledgement that Adobe understands where and how people will be buying its popular software in the future.

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Feature Page Seo For Saas: Non

Inspired by the SEO strategies embraced by Adobe and Canva, I began studying feature pages and the possibility of leveraging non-branded keywords to increase conversions.

A couple of months ago, I began building an SEO “swipe file” for SaaS and software brands, ranking the first page with non-branded keywords on their feature pages.

Initially, this was meant to be an easy project. Drop a few examples, and use this in my work with clients and colleagues to show what is possible.

Then it became very clear that many websites are not utilizing this strategy, so digging through hundreds of pages resulted in 30 winners.

In this article, we will explore why considering non-branded keywords for your landing pages is a profitable strategy, and bust a few SEO myths about building an optimized page.

Leveraging Non-Branded Keywords On Landing Pages

Landing pages aren’t typically an area SEO pros are shouting about, because the content is seen as thin and unable to rank due to low word count. Landing pages also don’t lend themselves to backlinks compared to other pieces of content.

Let’s rewind and clarify what I mean by landing page.

This includes feature, product, and solution pages, as well as competitor pages, use cases, or lead magnets.

While we can argue about the linguistics of it all, the point is that solution, industry, and feature pages can be optimized for organic reach. In fact, they’re quite powerful converters.

I dug into over a hundred feature pages to study what it takes to rank on the first page, and the results are quite compelling.

Disclaimer: I work for Flow SEO, which helped support this research through access to Ahrefs, and some of the companies included in the list are our clients.

Identifying Opportunities For Non-Branded Feature Pages

Unfortunately, we can’t be Salesforce or Oracle – which people know by name, and search their products with branded queries.

Optimizing your feature page for non-branded keywords is an opportunity to drive organic traffic for those who are not brand loyal yet. This is a chance to really let your product features shine.

Should all features receive a page? Probably not.

So how do we identify the right feature pages?

We get our hands dirty in keyword research and search engine results pages (SERPs).

This is a “put yourself in their shoes” exercise. Make a list of all the words or phrases around that feature while also imagining what one would search for if they were in the market for that product.

How is it used? What industries does it apply to? What problem does it solve?

This is where you will compile a list of potential keywords and use those to investigate whether the search intent, as depicted in the SERPs, matches the website’s feature page.

Tips for identifying pages and keywords:

Features like reports, SMS notifications, or other standard features are too vague as queries and will most likely never rank – unless there is a niche hook (i.e., industry, business size, etc.)

Get creative with keyword options by using action words like “find influencers” or “plagiarism checker.” People use these queries when they are in a moment of need and potentially ready to convert.

Avoid trademarking or branding anything in the keyword, especially if you are relatively new to SEO. Here are the top non-branded keywords found in my research:

Now, simply seeing that other brands have feature pages on the first page doesn’t mean your site will, too.

It doesn’t have to be difficult.

One of my favorite ways to do this is simply to ask my clients about their product, noting specific phrases and the language they use, and also ask about how their clients are using the product or specific feedback around that feature.

Interviewing your client or target audience is the single best way to connect through a shared language and perspective.

SEO Tips For Optimized Feature Pages

These recommendations are based on studying an endless number of feature pages, which resulted in a final list of 30 SaaS and software feature pages with first-page rankings for non-branded keywords.

There Is No Recommended Word Count

Previously, I mentioned how some people might not consider a landing page as an SEO opportunity.

One of the main reasons for this is that there is a false belief that the page needs to have a lot of text to rank.

My research shows that this is a completely false assumption.

The estimated word count of the 30 feature pages examined is 170-2,600.

As you can see in the chart above, the highest word count is for ZenDesk’s feature page.

This page is in the bottom half of the 30 regarding total keywords and referring domains.

While Grammarly and Adobe dominate total keywords, their word count is relatively low.

Breaking this down further, the chart above shows those sites with non-branded keywords ranking number one.

Once again, word count does not significantly rank these pages, as word count ranges from 170 to 970.

Rather, this suggests those pages are content-specific and answer someone’s query adequately.

Backlinks Won’t Make Or Break Your Page

The good news doesn’t stop with a lower word count.

This research also shows that referring domains is not a priority or not necessary.

At the absolute lowest, one feature page had 3 referring domains, and the highest had 2,400.

The above chart may look familiar, but I included a line for referring domains to the URL this time.

Interestingly, it doesn’t show a strong relationship with the total number of keywords on the page or word count.

Create A Free Tool

One thing that stood out the most to me while doing this research is that leveraging a feature of your overall product and making it available as a free tool is a great strategy.

This free tool doesn’t have to have all the same capabilities as your paid tool, but just enough to be useful for people actually to use, maybe even more than once.

Grammarly is a great example of this strategy.

Its feature page for plagiarism features a free tool for scanning a document or text, and it’s the first thing you see when you land on it.

This page doesn’t stop there as it continues down to explain “why use a plagiarism checker?” and who its product is for, while ending with a call-to-action (CTA) to “check your text now.”

This is a common strategy used by other well-known companies like Adobe or Canva.

It works because visitors to your website are being presented with an immediate solution without even having to sign up.

It creates a positive user experience with your brand and begins the dance of reciprocity.

Schema Helps Produce Rich Results

Your feature page is a landing page, so you want it to convert.

You want to draw in eyes from the very first moment search results populate.

Utilizing schema, or structured data, can help your feature page stand out in SERPs by adding rich results. These rich results can provide a visual review rating, carousel, pricing, or other visual elements.

Pop-Ups Are Out – Chat Bots Are In

Of the 30 websites examined, only one of them had a pop-up on the page, while 16 had chatbots, and 14 had neither.

I know I can’t be alone in celebrating the death of pop-ups.

Not only are pop-ups an intrusive feature that most people do not enjoy, but they can also contribute to a sensory overload for many individuals, so they are not accessible.

Domain Rating Is Important Until It Isn’t

Of the 30 feature pages studied, the average domain rating is 82, ranging from 57 to 96.

The chart below shows the sum of total keywords along with domain rating.

While the URLs with the most keywords tend to have higher domain ratings, it doesn’t show a very clear relationship in this chart.

It tells me that it does help to have a strong domain rating over 50, but doesn’t mean that you need 96 to rank on the first page with a non-branded keyword.

Non-Branded Keywords For The Rest Of Us

Sadly, most companies do not have brand recognition.

We have identified potential feature pages for non-branded keyword optimization and dug into the research to see what it takes to hit number one.

This is a solid framework to go out there and put this strategy into action.

I’d love to hear everyone’s thoughts on the topic, especially if you successfully implemented this strategy.

More resources: 

Featured Image: amgun/Shutterstock

Top Traffic Sources For Marketing Saas Companies

Most of these companies are dominating online, but where is all their traffic coming from?

Digital marketers, web specialists, and online-business owners alike have been seeking out digital solutions to serve their marketing needs for a long time now.

Today, I’ll be diving into how some of the top marketing SaaS companies drive online growth. Specifically, I’ll be examining their sources of traffic. What makes this study interesting is that it will challenge each company’s product offering.

Each of the 100 companies that I included falls into a certain category such as SEO, social media, content marketing, web analytics, etc.

Are these companies “eating their own dog food” or do they talk a big game about the benefits of their product without leveraging the “benefits” themselves?

Let’s break down how the study was done

First, I set out to collect 100 websites that fall into the marketing SaaS company category. Using both Alexa and Similar Web features, I was able to create a large list of various sites within this category. Then I cut the list down, allowing for several industries and a wide range of monthly traffic. At this point, I collected data for unique monthly traffic, traffic share (desktop or mobile), and traffic source. The traffic data included was based on the averages of the past three months.

Finally, I had a chance to examine the set of data in aggregate, along with breaking it up into segments and drawing comparisons.

Disclaimer: SimilarWeb (the source of traffic data), along with other traffic predictors, is not as accurate as we might hope it to be. Regardless, all the numbers you see in this study are from the same source, so we can at least assume that they’re on the same playing field.

What were the aggregate results?

As for an overall look at the results of the study, it’s quite obvious that direct, referral and organic search dominate as the top three sources of traffic.

It’s disappointing that so much of the traffic falls under direct. We can only assume that this is a combination of many different sources, such as the below:

Typing in a URL directly

Being referred from HTTPS to HTTP

Traffic from social media

This means our data is skewed, but that’s the reality of web traffic. We all know how much of a problem this is in Google Analytics.

Moving forward, we have a share of traffic data: Desktop vs. Mobile.

At first, I was surprised to see that desktop traffic was so much greater than mobile. However, it starts to make sense when you consider how these marketing tools are used. They tend to provide the best user experience on desktop.

Time to break down the data more

After an aggregate view of the data, I wanted to examine traffic sources based on the estimated monthly traffic provided by SimilarWeb.

I broke it up into three segments:




When the averages for each of the three segments were calculated, this was the result:

There are a few potential correlations here as we move from the lower-traffic sites to the higher-traffic sites:

Organic traffic declining

Referrals rising

Email traffic rising

Paid Search declining

Is this enough of an indication to make a decision on? Absolutely not.

With a data set this small, we are quite far from statistical significance. Regardless, we can still make inferences based on the present data, our knowledge of the SaaS market, and common sense.

For example, it may seem odd at first that organic search is declining. It’s not that it’s declining, but rather it’s becoming a smaller percentage of the large sites’ overall traffic.

Why would this happen?

These conglomerate sites have built up their reputation in the industry, earning backlinks and an authoritative presence. This means a lot more referrals.

However, this makes me wonder why they don’t have a large number of direct traffic, as I would assume that these are well known sites which people would directly enter.

Perhaps it has something to do with how convoluted this metric is.

Desktop or Mobile?

Here you can find the traffic share data based on the three segments of monthly traffic:

What’s interesting is that desktop percent usage decreases as mobile percent usage increases.

My only explanation for why this would happen is that the larger volume of data exposes the worldwide trend that is occurring with mobile.

The fact of the matter is that these large websites attract so much traffic, that their traffic is less targeted (relevant) simply because of the sheer amount of referrals and organic traffic that they drive.

Do marketing SaaS companies practice what they preach?

Now it’s time to break it down by SaaS offering.

Some of the major categories in this study include analytics, automation, email, social media, and SEO.

Below is the breakdown of these offerings.

I have put a gold star next to the respective traffic source that aligns with the type of Saas offering within the graph (ie. Social media tools has a star next to the social traffic source, SEO tools next to organic traffic, etc.).

As we could have guessed, social media tools lead in social traffic and email service providers lead in email traffic.

Unfortunate for the SEO category, it holds a close second to analytics tools!

How does this data serve us?

Many of the inferences we are making are pure conjecture.

Not only are we dealing with a  small data set, but the inaccuracy presented by traffic predictors isn’t very helpful, not to mention the amount of traffic that is categorized as “direct”.

Based on what we have analyzed here, some assumptions we can make:

The importance of tracking

The beauty of digital marketing is that we can track nearly everything.

This allows us to understand what’s performing well, what isn’t working, and where areas of opportunity exist. Instead of tolerating a large percentage of traffic that shows up simply as “direct” we can focus on adding tracking parameters to our URLs. Or we can leverage tools such as Simply Measured that allow us to understand other forms of dark traffic, like that from messaging apps.

Otherwise, how are we supposed to make informed decisions?

The power of search

You simply can’t deny the sheer power behind Google.

As expected, organic traffic (direct traffic aside) is the winner here. Both large and small websites are leveraging it to continuously bring in unique monthly visitors and fuel their pipeline.

Unfortunately, we often get caught up in what we see and hear, rather than what’s actually working behind the scenes.

For example, social media appears as a powerful force in our digital marketing repertoire, but how effective is it?

To an extent, it is powerful. But when we look at the amount of traffic it generates, it pales in comparison to organic search.

I’m by no means shaming social, it’s important. But we need to focus on the endgame of our online businesses and truly understand the value drivers that lead to revenue.

In the long term, inbound works

An integrated digital marketing strategy is important, we’re all aware of this.

However, when a business’ online presence is just getting off the ground, it doesn’t have the authority of a large, well-known site.

Inbound simply doesn’t work in the short term.

My point is that in the long run, an inbound strategy is effective because it focuses on compound growth, leveraging many channels to drive traffic chúng tôi may explain why marketing SaaS companies have a smaller percentage of traffic coming from paid search as they get larger.

Ask yourself the difficult questions

Which source is most of your web traffic attributed to? And is this “good”?

What’s the intent of the average visitor from this source? How can you measure this?

And lastly, how can you develop a plan that supports your integrated digital strategy and leverages the most profitable sources?

Those are some difficult questions, best of luck in your online efforts!

Nixplay Seed Wave Frame Review

Our Verdict

There’s no denying the Seed Wave is smart, with cloud storage, Spotify controls and even Alexa support if you’re in the US – and that’s what you pay for. Though trimmings aside, if you’re just interested in picture quality, you won’t be disappointed. Photos look vibrant and crisp on the 13in display, though you may need to turn the brightness up to full strength. You’ll just have to be willing to part with a couple hundred pounds.

The Nixplay Seed Wave offers a host of features and stunning picture quality that makes it desirable, but the integrated speaker and connected features adds a premium to the price that may startle some. We take a look to see if its worth it.

Price and Availability

The Nixplay Seed Wave is available for £249.99/ US$259.99 directly from Nixplay. You can also pick it up from Amazon. The Seed Wave is only available in the 13in size.

The US model is also compatible with Amazon Alexa when paired with an Echo device.

Also see our dedicated round up of the best digital photo frames.

Design & build

The first thing you might notice about the Seed Wave is, surprisingly, the back, which hosts the speakers in an attractive copper finish. You’ll also find the braided power input cable that doubles as a flexible yet durable stand. While this is an innovative feature, common to other Nixplay frames, it does mean you will need to find a way to hide the cable when you have the frame on display, as on its own it is unsightly.

There isn’t an internal battery either, so it will have to remain plugged in when in use – thought the benefit of this is you don’t have to worry about it suddenly turning off (unless you’ve set it to shut down automatically when it’s inactive for a certain period of time). The Seed Wave is on the chunkier side too, weighing nearly 1kg. 

On the front of the frame, you get a simple black bezel around the matte-finished screen. The border is also matte, with a silicone finish. While the classic black look is simple enough to blend into most decor, it does make the device look more like a tablet than a photo frame, which is unfortunate – especially since Nixplay manufacture options with more imaginative borders. Mirroring the copper finish on the front would have been a nice touch.

What’s unique about the frame is its Spotify support. While you can’t access Spotify directly on the device as a pre-loaded app, you can pair it with your phone to listen to audio via the frame’s speakers. This does leave us in want of more audio/visual functionality, like access to YouTube or other streaming services, but this might push the frame further into the tablet or smart display territory.

We found sound quality to be decent but not mind-blowing on the Seed Wave, with a slightly better output in the treble and middle range than in the bass. You might expect a more satisfying sound quality given the frame costs over £200, but it’s equally understandable for Nixplay to prioritize picture quality over audio.

In terms of photo controls, you can control the display either from the provided remote control, or via your phone from the Nixplay app (free on Android and iOS). In our experience, it’s much easier to just use the remote directly as the phone to frame response can lag.

Before you can actually add pictures to the frame, you’ll have to create a Nixplay account and register your frame’s serial number. There are a couple ways to add photos. You can either use the app or log on to your Nixplay account via a browser.

Though the app is a great way to control the settings of the frame and to invite others to share photos with you, it wasn’t the most intuitive to use. For example, to display photos on the frame, you need to a create a playlist, which confusingly, is separate from creating an album. As a cloud-based device, it also took a few moments for the frame to update when new pictures were added to the playlist via the app.

Otherwise, the app offers a fairly clean UI with setting controls you would otherwise access on the device. You can set a sleep schedule, motion sensor timings, transition types, brightness, volume and pair you Spotify account.

Picture quality

Now the most important part. The Seed Wave offers 1920×1080 Full HD resolution and handles both photos and videos. Colours appear vivid and images are sharp and well-defined. This of course, depends on the quality of the photos you upload to the device. I was surprised how nice my pictures looked on the frame, given they were all taken on a phone, the Huawei P20. Shots looked rich and bright with striking contrast.

We operated the frame at maximum brightness as this is what looked best for us.

There are also several different image transitions to choose from, though some can be slightly on the silly side (think: PowerPoint presentation animations). There’s also an auto-rotate feature, so you could prop the frame up in portrait mode – but we preferred the view in landscape to make the most of the widescreen display.

Undoubtedly, if it’s image quality you’re after, the Nixplay Seedwave does a fabulous job. You’ll just need to think about whether you’d want all the extras that come with it.


Photos on the Nixplay Seed Wave look incredible. Even though most of the images we added were taken on a phone, the results were still vibrant, rich and colourful. Professional photos or ones taken on an actual camera will no doubt look even punchier.

We would be excited to see improved aesthetics on the frame border, stronger bass on the speaker, and battery support in the future. These adjustments would better justify the Seed Wave’s £200/$200-plus price point. Simpler app navigability would be an added bonus.

Support for Spotify when paired to your phone is a nice touch too, though non-essential if you’re really just interested in a digital frame to show off your pictures. The Nixplay Seed Wave ultimately caters to anyone willing to splurge, but there are cheaper options to choose from too.

How To Market Saas Using The Race Framework

Looking for new ideas for how to market your Software as a Service (SaaS) business? Refocus and restructure your marketing with the RACE Framework

RACE focuses on how to improve your marketing across the full customer lifecycle from creating awareness to build an audience, encouraging interaction and lead generation, to purchase, and then customer loyalty.

When looking at how to market Software as a Service (SaaS), it’s important to use the most up-to-date marketing methods to reach your key demographic and generate maximum revenue at each stage of the customer journey.

The RACE Framework is used in SaaS marketing as a structure to cover the paid, owned, and earned inbound marketing activities to encourage purchase. The initial plan for how to market SaaS should:

Create an integrated digital strategy as a roadmap for future growth

Define the resources needed to implement the strategy

Improve your customer focus by segmenting your audience through digital media

REACH: Marketing your software to reach more customers

Reach involves building brand awareness on other websites and offline media to build traffic to your main site by using, for example, microsites and social media.

Customer Acquisition Plan Affiliate Marketing

Affiliate marketers can generate revenue for referring new customers to other businesses through tracked links in online content. To pick the right affiliate marketing strategy when considering how to market SaaS:

Ensure the strategy works for your audience; know where your customers are

Understanding the kind of content your audience responds to

Which offers work best for your potential audience?

Use A/B testing

Social Media

Social media marketing is comprised of two methods: organic and paid. The key is accessing the right networks and this is achieved by a well-defined audience. While 74% of companies invested resources into more than eight social media platforms in 2023, Facebook was cited as the platform providing the most ROI (Hubspot, 2023).

Search Engine Optimisation

Putting your main keyword in the post title

Adding alt text to your images

Uploading transcripts for video and audio content

Linking internally within your site

Take a look at How Paid Search and SEO Work Together by HawkSEM.

Measuring effectiveness

Measure the number of unique visits, value per visit, and followers, comparing social media influence to your main relevant social networks. Track month-on-month and year-on-year changes.

Is your IT/High Tech business competing online?

With so much competition, you need to stand out. Use the RACE Growth Process to win more customers

Get Started Today

ACT: Data-driven marketing to inform your SaaS business’ interaction with customers

Customer personas: These help focus on the target customer and provide a framework to create content. It’s crucial to understand your target customer’s pain points and goals and create content that will draw them in and resolve their queries.

NEILPATEL covers customer personas in How to Get in the Mind of B2B SaaS Customers.

Customer nurture: nurture the customer relationship through the provision of relevant solution-based content.

LiveChat and virtual messaging: is very likely to provide customers with an added sense of reassurance as well as instant answers to any queries they may have. Make sure you test the impact that a live chat has on your conversion rate.

Funnel provides good examples of how to market SaaS using forms, CTAs, and a LiveChat function:

For further ideas of how CRM can support your SaaS marketing, Kandra Digital outlines: How CRM can Increase Conversion Ratio or sales?

To track your performance, you should monitor lead conversion rates, cost per lead, time on site and bounce rates.

Is your IT/High Tech business competing online?

With so much competition, you need to stand out. Use the RACE Growth Process to win more customers

Get Started Today

CONVERT: How to Market SaaS to achieve acclerated conversions

This is about using communications techniques to increase conversion to sale in your SaaS marketing, which will often include both online and offline channels. When considering how to market SaaS, these should include:

Lead nurturing: implementing a system that builds and maintains relationships with customers.

Lead scoring: identifying when and how to address each buyer with timely and relevant communication.

Web: this should be dynamically personalized to reinforce and extend dialogue.

Social: social is a critical part of cross-channel nurturing. You should make every campaign social.

Direct mail: consider adding direct mail to further personalize and add a human touch.

Marketing automation: helps align all of your marketing efforts and messages.

Measuring effectiveness

Lead nurturing must be monitored and tested regularly to measure health and effectiveness. You should continually test to gauge how many touches have been received within a particular timeframe, the time of day and types of messages.

Is your IT/High Tech business competing online?

With so much competition, you need to stand out. Use the RACE Growth Process to win more customers

Get Started Today

ENGAGE: Retain and delight your software customers

Engage is aimed at building a long-term relationship with your buyers and includes the following techniques:

Customer engagement: ensure that feedback is a key part of your SaaS customer retention strategy utilizing e-mail, phone calls, asking questions, and encouragement to use your service

Send targeted content: with simple techniques such as automated e-mails when an action has been completed in the SaaS, you will add more value and are less likely to lose customers.

E-mail marketing: use e-mail to provide quality content to your customers, as well as product information, discounts, event invitations, happy birthdays, and promotions. It is also very easily measured and monitored.

Upselling: this is the process of increasing the level of service and being paid more – engaging an existing customer at a deeper level. This, in turn, deepens your relationship, increases the value received by your customer and their customer lifetime value (CLV).

Customer retention: retaining customers is far less costly than gaining new ones with 90% of happy customers being likely to make a repeat purchase. 93% are also more likely to be repeat customers at companies with excellent customer service. Your retention strategies will differ depending on, for example, your resources, audience and business model.

For further ideas, here are 27 SaaS Customer Retention Strategies You Need to Be Using Today by The Daily Egg.

Measuring effectiveness

Customer lifetime value (LTV) is the estimated net profit that an individual or business will provide over their lifetime as a paying customer. When looking at how to market SaaS, calculating this can help you predict how much revenue you can roughly expect a customer to provide throughout their relationship with your business.

Customer acquisition is the driving force of any company, small or large. That means you cannot, no matter what the cost, give up on marketing to new customers. But research has shown that the key to growth lies not with your marketing or sales team but your customer service team, and your customers themselves.

Is your IT/High Tech business competing online?

With so much competition, you need to stand out. Use the RACE Growth Process to win more customers

Get Started Today

Immersive Training Apps: The Next Level Of Education For Employees

We’ve all heard the proverb about teaching a man to fish, but what if we also gave him an awesome fishing rod? Modern technology, and apps in particular allow us to achieve amazing things with our business, and one area that is a top priority for all is employee training.

Digital training apps make past-decade approaches to training (e.g. reading manuals, listening to lectures) look like fishing with a thread tied to a bamboo stick.

It’s time to upgrade.

What do training apps look like?

Most of the time, a training app will be built specifically for one business or profession, and feature functionality and information intended to boost professional skills and knowledge. In other words, it replaces or adds to physical training and learning on the job. These apps can be built for different platforms like:



probably the most common format, being used since computers became indispensable in business. While such solutions are not as versatile as mobile, these apps are not limited to the restrictions of iOS/Android app stores.


How training apps are being used today

Some companies are loath to disclose details about their inner workings and software, but there are still plenty of brands and industries which have gone public over how training apps have benefitted them. Let’s go over a few examples:

1. Healthcare

With the help of a mobile app, Dis-Chem (a large chain of pharmacies in South Africa) is boosting the competency of pharmacy staff in multiple countries. This app was built to limit face-to-face interactions, and helps staff better remember and be knowledgeable about the products sold at their location. Just by letting pharmacists work with the app for an hour a day, the company has boosted engagement by 90% and quickly improved the skills of over employees.

2. Retail

Burgerfi is an American restaurant chain with over 120 locations and 3,000 employees. To improve safety and limit contacts during the pandemic, they released an app (YOOBIC) for restaurant operators to provide a higher level of service. The lessons are made available to workers in game-like format and quizzes.

As a result of releasing the mobile app, Burgerfi has noted that operators can now better track employee engagement and progress, which makes it easier for them to plan further training and business operations more efficiently.

3. Oil & Gas

Oil Platform Simulator is an application built by Program-Ace and designed for use by new and existing oil rig workers. It fully simulates a working oil rig, so workers can explore and learn how the machinery works before ever stepping foot on the platform. Over 500 workers were trained with this app, and it also lowered the frequency of accidents aboard the platform by 43%.

4. Agriculture

Due to pandemic-related restrictions, the farming industry of New Zealand is suffering greatly, but the company Hanzon Jobs came up with a crafty solution. They developed the My Hanzon app, which is intended to get more people working in the industry.

With it, not only do new farmers gain a tool for sustained professional growth, but they are also able to better track yields and maximize profit. For example, by making smart decisions about cutting baleage, the need to throw away crops and lose money can be eliminated.

5. Transportation

To address a shortage of truck drivers, a Florida-based company created a free app that helps potential drivers prepare for their professional exam. It features plenty of helpful instructions, 3D models and visuals, as well as numerous interactive options that give users all the helpful information they need to pass their CDL exam and start driving.

This approach is sure to attract a greater number of test applicants and increase the likelihood of their success. It also delivers a safe learning experience without face-to-face contact.

Training apps are here to stay

Even in businesses where hands-on training is essential, apps can reduce risk and present a basic impression of what a potential worker can expect.

Training apps are not a temporary trend, and should be viewed as an essential instrument for any business. To begin future-proofing their business, leaders just need to figure out which business goals their application will fulfill, find a reliable virtual training company, and put their resources into this endeavor.

Your employees will appreciate it, and the boost to the safety and productivity of your company will put a smile on your face as well.

Mikhail Shcherbatko

Mikhail Shcherbatko is a creative writer, translator, movie buff, and fantasy book fan. Writing guest posts for Program-Ace, he strives to bring useful insights to the masses. With rich knowledge of the world of software development, his expertise is wide-ranging. He especially enjoys writing on topics regarding augmented and virtual reality, and virtual training development, which are a major focus and strong points of his company.

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