DxO Audit: Opportunities for SaaS brands

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Many SaaS brands adopt a self-service model which is a great way to automate the sales funnel. However to maximise revenue and achieve exponential growth brands need to optimise the subscriber journey.
We audited nine SaaS businesses

Our intention with this report was to review the subscriber journey for nine top SaaS brands to highlight what they are doing well and any key areas for optimisation that would lead to increased revenue.

Across 6 conversion levers

We audited the online subscription journey for each brand using a heuristic analysis. The framework was split into 6 different levers, with a series of questions and ratings. This enabled us to provide an overview by SaaS brand but also compare by each conversion lever.


Is this the right page for me and what I want to do?


Can I trust this brand?


Can I easily find the information I’m looking for?


Do I understand why I should be subscribing?


Do I have concerns or questions?


Is the checkout process going to be easy?

Discovering insights and opportunities

Audits such as this one and, even more, customer research, will suggest ideas for A/B and multivariate testing. Improving conversion rate by even just a percent or two is still likely to have a significant impact on revenue, and some of the opportunities we identified in this report would likely yield even greater results.

The highest overall score was 23/30 (ActiveCampaign)
The average score was 21/30
The lowest overall score was 19/30 (Sendinblue and Zoho)
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