Pioneering SaaS Launch for Exela Technologies
Transformed Exela Technologies' enterprise Digital Mailroom service into a pioneering SaaS solution for SMBs, resulting in a 99% surge in SMB customers within 90 days and doubling the user base in a year.
Overview
Exela Technologies is one of the world's largest business process automation companies, providing digital transformation solutions to large enterprise organizations. While this model has served them well, there was an opportunity to recreate their Digital Mailroom product as a SaaS solution for smaller to medium sized businesses.
Creating a new SaaS solution out of an existing enterprise service required all of the foundational work a product marketer does for launching new products, including market research, updating ideal customer profiles, creating a new sub-brand, and designing a self-service funnel.
Results
The strategic enhancements and friction-reducing measures yielded remarkable outcomes. Following the website improvements, we observed an immediate decrease in customer service inquiries, indicating an enhanced user experience and clearer messaging.
This improvement paved the way for a substantial increase in conversion rates, resulting in a remarkable 99% surge in SMB customers within just 90 days. Furthermore, over the course of a year, our user base doubled, a testament to the efficacy of our strategic initiatives in driving growth and bolstering user satisfaction.
Execution
After conducting research on competitors, the ideal customer profile, and how we could best position ourselves on the market, I worked with the Product and Engineering teams to design a new self-service website geared towards small to medium sized businesses by including:
A clear value proposition that spoke to the breadth of our service
Introducing key features, benefits, and use cases prominently
Displaying a “How it Works” video to simplify the service
Including a transparent pricing model for easy cost estimation
Optimization
As we delved into the sign-up funnel, we discovered significant friction points attributed to legacy service hosting. Opting for a cost-effective and swift solution, I deployed a chatbot to provide real-time assistance. Crafting the chatbot's decision tree, I drew insights from customer inquiries and support tickets, ensuring it addressed common queries effectively.
This strategic move not only streamlined the user experience but also circumvented the need for costly infrastructure updates. Moreover, the chatbot featured a seamless escalation pathway to live agents, providing personalized assistance when needed.