Getting more signups on your SAAS website; start with voice of customer data

By Finn Dollimore

Every SAAS company wants to increase their monthly signups. There’s a range of different ways to boost your website signups, but where should you start?

As a starting point, I recommend gathering Voice of Customer Data (VOC data). This involves discovering how your customers describe their problems and needs in their own words. Not only will this strengthen your understanding of your prospects and what motivates them, but you’ll see how they actually describe it in their own words. That’s the key part; we want to know exactly which words and phrases they are using.

Voice of customer data: words and phrases your prospects use to describe their problems, and the solution they're looking for.

Once we have many examples of the words and phrases that our customers are using, we can add those onto our website marketing copy. By communicating with prospects using their own vocabulary and wording you’ll connect with them on a deeper level in two ways. They’ll:

  • understand your website copy better
  • feel like your company understands them and their situation

If we can achieve this, prospects are much more likely to trust you and your offer. More trust = more sign ups!

This is why large companies invest millions researching how their prospects communicate. But this article is all about how you can collect VOC data cheaply and efficiently. I’m going to show you exactly how I would do it with a client. Are you ready to connect better with your site visitors, and make more sales? Let's dive in!

Why is VOC data so powerful?

We have established that by communicating to prospects with words and phrases they themselves use, they will understand your offer better and feel like your company understands them. This builds trust and authority, and will help you sign up more customers.

If your prospect can say “this company really ‘gets me’ ” you know you’ve succeeded with using VOC data. Now there’s a higher chance they will see your product as a good fit for them. 

What if you asked your customers what they were looking for when they found your website. 40% used the phrase “I was looking for a product with a cleaner, tidier interface. My current product has pretty bad UX”.

Here we have two pieces of VOC data:

  • “Clean and tidy interface”
  • “Bad UX”

If you start to notice your customers using the same words and phrases, you know you’ve hit a common theme. This is absolute gold for your marketing website. You should be using these phrases on your landing pages, product demos, social media, blog… the list goes on.

They especially make great headlines, because as your site visitor scans down the page, they will be hit with headlines that make them think; ‘this is exactly what I was looking for!” If your prospects are looking for a product with a “clean and tidy interface” and their current solution has “bad UX”, show them you can help them by using these VOC keywords on your landing pages.

Imagine you’re a company selling analytics software. You survey your customers, asking them why they were looking for analytics software. 34% answer with “we needed software to validate our design decisions”. You now know what a large segment of your prospects are looking for, but you also know how they describe it in their own words!

How to collect VOC data

Your VOC data should answer two major questions:

  • What problem the customer had that led them to seek out your service?
  • What they’re most excited to use your product for?

When looking for a product, prospects often don’t know what product they need, but they certainly have a clear idea of what their pain point is. This allows us to tap into the two most powerful motivations for a prospect to sign up for your product: their pain point and the solution that fixes it.

Our questions for our survey will look something like:

  • “What motivated you to look for a solution like us?”
  • “What are you most excited about using our product for in your business?”

The answers to these questions will provide us those golden VOC keywords we’re looking to plug into our marketing copy on our website. We will know what pain is motivating our prospects to look for our service, and what desired future state they are dreaming of, but we will also know what words and phrases to use when communicating this on our website.

How to passively generate VOC data on your website

Now that you understand VOC data and how it can power up your website, let’s look at the best way to gather this data. Right now, you have an excellent opportunity to gather VOC data on your own website. Your website is one of the best ways to gather VOC data, because it can be automated forms and it's easy to set up.

Here are a few alternative places you could gather VOC data: 

  • Social media comments
  • Reviews of your competitor products.
  • Groups and communities
  • Interviews with your customers

Pay attention to what your customers are saying on these channels and your invested time will pay great dividends. But what if we could gather VOC data passively, without spending time looking for it? 

Building the VOC data machine

Every time someone signs up for your service, including a free trial, there's a great opportunity that most companies never take advantage of. This opportunity is called a ‘seducible moment’. An opportunity where the prospect feels happy because they’ve just bought something of value. When we buy things, chemicals like dopamine are firing in our brains making us feel a ‘shopping high’.

This seducible moment directly after a successful sign up, is when the customer is most likely to answer your questions, giving you that juicy VOC data.

Therefore, I highly recommend you direct leads that sign up to your service or a free trial to a ‘success page’ containing a form.

This simple form asks two questions:

  • “What made you look for a solution like us today?”
  • “What are you most excited about using our product for in your business?”
Take advantage of that seducible moment with a short form

It’s that simple.

How would we set this up in Webflow?

You can make this multi step form in Webflow by adding a regular form block with a slider inside. Each question has its own slide. This will be the topic of a future article, where I’ll go deeper into how we can set this form up in Webflow. For now, you can google search for “Webflow multi step form” and find many clonable forms you can customise to fit your needs.

Now, you’ll be generating VOC data passively on your website and you’ll get this VOC data mailed directly to your inbox, or to a google sheet where it can be tracked.


Wanna improve the conversion rate of your website? Start with recording the way your prospects describe their problems, and the solution to those problems.

Speaking to your prospect in their own language helps them connect better with your offer. Meeting them at their ‘wavelength’ will make your messaging land better, as if they were talking to a real person with the same problems and needs as them.

By building a form that new customers are directed to after a signup, you can take advantage of a criticle opportunity that can be used to gather data.

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Finn Dollimore