I was waiting on a coffee yesterday.
I had a table by the window and I did that thing where you open your phone for no reason.
An ad popped up for a tool I already pay for.
I don't even remember what the first line said. I tapped it anyway, mostly because I wanted to see how they were talking about it now.
The homepage started explaining the product like I'd never heard of it.
I sat there scrolling with my thumb, hopped over to pricing, then opened the demo page and just looked at it for a second.
My name got called, so I locked my phone and got up.
I didn't book anything. I was just trying to figure out if I should change plans.
The next morning I opened my laptop and the first email in my inbox was from them.
A welcome email walking me through how the product works. The kind you'd send to someone who just found you.
I sat there looking at it like, you saw me go to pricing and the demo page, and this is what you sent?
Someone on that team could've looked at what I did on the site. They would've known I was already a customer poking around plans. The email should've picked up there.
Somewhere, someone else clicked the same ad I did, read a blog post, and left. They probably got that same email.
Coaches and info marketers already watch this stuff, because they can see where people drop in a funnel with more than one step. SaaS founders often skip that. Paid traffic goes to one page and one email gets written. Then the demo calendar doesn't move like they thought it would.
If this is you, pull up the last people who came in from an ad and just look at where they went.
If they came back to pricing or the demo page, the first follow-up should start there. If they came in from an ad about one use case and then hung around a different feature page, that's what the setter should bring up first, based off of what they already showed you.
Anyway, that's what this is gonna be. Twice a week, I'm gonna write about how SaaS companies get more of their ad clicks to close, by paying attention to what people do on the site after they click.
If you run a demo funnel and you want a look at where it's leaking, I put an audit up at https://morev.io/audit. You drop in your funnel link, answer a few questions, and it shows you where people are falling off. SaaS founders can run it on their demo funnel.
My coffee's gone cold.
Josh
P.S. If you want me to look at a specific step in yours, reply and tell me which one. Or run the audit here: https://morev.io/audit