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SaaS & Subscriptions

Customer Training: Why You Should Create an Academy for Your Customers

Grab your favorite pasta sauce and look on its back label—there’s always a recipe for an awesome dish. They don’t just sell you a product, they teach you how to use it.

This is the purpose of a dedicated training portal for your online customers. Teaching new users how to make the most out of your product should be part of your customer onboarding and lead generation processes because it adds significant value and helps to advance leads further down the sales funnel.

 

Bring the value of your product to the surface by training your customers to become expert users. An expert user is more likely to become hooked on your product and remain a loyal customer for years to come, as well as a valuable advocate of your brand.

 

The importance of a customer training portal

So, what does a customer training portal actually mean for your business?

An academy can reduce costs by:

  • Lowering the number of incoming tickets
  • Providing personalized and automated onboarding
  • Automating customer training and support
  • Helping to automate user activation
  • Acting as a point of reference for support staff to minimize blunders

 

customers

 

It can also increase revenue by:

  • Providing a better customer experience
  • Increasing customer satisfaction
  • Reducing churn
  • Increasing possibility for an upsell
  • Providing the ability to sell premium courses or certifications
  • Increasing customer retention and lifetime value
  • Adding to brand equity, a company’s intangible real estate

 

An expert user will see the value earlier in the sales cycle. They will get value, are more likely to upgrade to your higher-end services, and will stick with you for longer.

Offering high-quality industry-related education can establish your company as a leader in the field and improve your standing as a strong brand, attracting more leads and making it easier to convert leads into customers.

 

How to use education to onboard customers

You most likely already have some sort of customer onboarding in place. Whether you have a blog, an auto-responder sequence, a webinar, or a live demo of your product, you are essentially providing training. All these are slow, time-consuming mechanisms to get to the end result.

 

A dedicated training portal can improve the process by adding self-paced education to the mix. The purpose of onboarding is to teach the use of your product until your customers reach the “Aha!” moment where they see the real value of your product.

A user can join a course teaching them the basics of your product. This is exactly what Hubspot does with their academy. They have courses on how to use every facet of their product.

 

Hubspot knowledge base

 

An example of a successful customer academy

How do you build a customer academy similar to Hubspot if you don’t have the resources of a giant? Here’s an example of a dedicated training portal: Softomotive Academy.

 

sofromotive academy

 

This portal was built using LearnWorlds, a top-rated online course platform and learning management system. LearnWorlds is a fully customizable, white-label solution to train employees and associates, educate customers, or sell online courses to a wide audience.

 

Tips for an effective training portal

There are other tools that an organization can use to implement a training portal. For example, one can use knowledge software. These tools usually have an integrated ticketing system, which is an advantage, however, they lack content presentation capabilities. Such capabilities allow course providers to create a professional-looking academy and engaging classes.

 

Some examples of features that you would expect in a customer academy that is built with an e-learning solution is a course player with lesson-ordering capabilities, interactive video, interactive ebooks, learner management, course access restriction, etc.

With the easy addition of engaging media, like visuals, audio, exercises, quizzes, and text, your training will be a unique learning experience for your users and encourage them to have fun in the process!

 

An academy for lead generation

Knowledge is highly valuable. Everyone is looking to learn something. This is why “How-to” videos on YouTube and articles on your blog get the most traffic.

People are looking for information on how to get to their intended goal. Giving away one or more free courses on popular subjects within your industry can bring in a flood of new leads. Those fresh leads then enter your educational sales funnel, get to know about your product during the process, and eventually become paying customers.

 

When creating a free course to collect leads, you should choose a subject closely relevant and valuable to your audience. Be sure to give a lot of value and prepare some nicely spread-out CTAs throughout your product material.

For example, this free course on Video Based Learning teaches how to create professional educational videos, acting as a lead capture for LearnWorlds.

 

Get started with your own academy

Facing constant pressure from competition and rapid development of new features, businesses need to do a better job of educating their customers. If potential customers do not fully or accurately understand your business benefits, they will be unable to discern your potential value.

 

Education-based customer onboarding is a huge opportunity for every organization that sells B2B digital products, especially if you are working towards increasing sales and reducing churn rates to maximize your profit.

Instead of having customers come back again and again with the same questions or directing them to a boring knowledge base, choose to educate them proactively, so they become power users of your product.

 

 

 

Industry Buzz – September 2019

Hi, sellers!

This month’s Industry Buzz comes to your aid with some optimization ideas.

Whether it’s customer onboarding, reducing customer churn, nurturing B2B leads, or selling internationally, we’ve got you covered. Ready to jumpstart your online business?

 

Making sure your SaaS business has enough recurring revenue to sustain itself and grow is vital. Because we understand this struggle, we came up with an eBook packed with actionable advice that will help you deal with the pains of growth as far as recurring revenue is concerned. Are you ready to reduce churn and cash in?

 

How do you reduce your customer churn rate? There are plenty of tactics and strategies you can use to win that battle. Check out this post where seven experts share their top tips!

 

If you sell online in the EU, you must have already heard about PSD2 and its requirements, SCA being one of them. The new European directive was necessary to encourage innovation and improve the electronic payments ecosystem. More specifically, digital payment transactions are meant to become safer, and more convenient. Read on to understand the impact of the directives on you, as a merchant.

 

How does your business welcome new customers? Do you make it easy for them to start using your product? Wes Bush, founder of the Product-Led Institute will show you how to create a powerful onboarding experience for your clients. Watch this webinar to transform your onboarding program, avoid user drop-off and maximize adoption.

 

If your business is among the 66% of online merchants who want to tap into those expanding online commerce markets and sell abroad, your success will depend on your ability to act locally. Keep reading to find out the most important elements you need to consider when planning to sell cross-border, and how an international commerce partner can help with each.

 

Did you know that software leads the pack in digital eCommerce sales, purchased by 53% of surveyed shoppers, and it’s followed by mobile apps at 33% and eBooks at 20%? Get more statistics around the online buyer behavior, by checking out the full infographic.

Social selling is about using your social networks to find, engage, and nurture the right prospects, build trusted relationships, close more deals and make a profit. If you already know who your ideal buyer personas are, here are some tips on how to make the most out of your social selling journey.

 

Most B2B leads don’t become customers. But email automation could help you address that issue. It lets you nurture leads at scale, so you can compensate for lower conversion rates with volume at virtually no cost. If you want to plan and write an email nurture sequence, read on.

 

If you have struggled with finding relevant content ideas for your eCommerce business, or with creating impactful content for your marketing, you need to watch this online workshop! Digital marketing expert Irina Ianculescu, founder of Marketingasahabit.com, will share her KICK framework for content marketing and help you address your most pressing content challenges.

 

Do you know how to create personalized mobile ads that resonate with your audience without spamming people? As a general rule of thumb, the more care and attention you pay to the kind of content you create and how you distribute it the less spammy your marketing behavior will be and the more effective your mobile marketing will become as a result. Check out more tips on how to avoid mobile spam.

 

Do you know other growth-related articles worth sharing?

How to Maximize Recurring Revenue and Grow Your Subscription Business

With the recent explosion of subscription-based business, more and more companies are opting for recurring revenue models that create stable revenue streams and improve the experience of their customers.

Industry Buzz – July 2019

Hi, sellers! We’ve rounded up ten resources that will inspire you to improve your online business. Whether you choose to adopt a subscription model, to improve your marketing strategy, to change your eCommerce provider or invest more in content marketing, get ready to set your business up for success.

Below are the resources to help you get things moving.

Get Control Over Your Subscriptions – Quick Guide on Data Portability and Control

There’s a lot of talk in the industry about the proliferation of subscriptions – from software and music to movies and shaving blades. So much so that apparently 15% of online shoppers are enrolled in subscription plans (estimate from McKinsey) – while in the software world, subscription percentages have reached the high 70’s within overall sales.

How to Market Your Software or SaaS Product

Every software or SaaS business starts with a great idea. The founders build upon this idea until it develops into a minimum viable product (MVP). But getting a functional product out there – especially if we’re talking early-stage companies – is just the first step. Then comes the hard work of promoting the product and getting your first paying customers.

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