When trying to achieve something, analyzing what people who already made it have done is one of the best ways to learn and improve. Starting from this idea, I analyzed SEO Bot, a SaaS in the top 10 of TrustMRR generating a stratospheric 93k MRR.
This SaaS spent 1 year after its creation at 2/3k MRR, then literally took off between 90k and 100k MRR, where it has been stable for 1 year.
I’m sharing here what I learned from this work.
The landing page talks very little about the product itself. The mechanism used is the following :
The page is very visual. Almost no block of text is longer than two lines or more than one sentence. There are lots of big numbers and graphs showing traction exploding.
The founder talks very little about his product on the landing page : almost no technical explanation. He doesn’t try to differentiate himself from existing alternative solutions. Pain points are not directly mentioned either: no need, readers already know them.
The emphasis is entirely on the final value delivered, not on how the site gets there. He doesn’t promise high quality articles but an explosion of traffic to your site.
Another interesting element, in several places on the page he shows a photo of himself, with his contact links. I imagine the goal is to reinforce the human aspect and the fact that the site is built by an indie maker.
As you scroll down the page, you find more technical information, not about how the site works, but aimed at reassuring the prospect. For example, integrations or specific supported languages. There is a fairly extensive FAQ at the bottom of the page. This probably also contributes to SEO.
Pricing is located directly at the bottom of the landing page. But only the cheapest plan is presented. Paradoxically, but probably intentionally, it is very verbose here. But it doesn’t even talk about what the cheapest plan offers, but about what the site offers overall. It does not mention the limitations of this plan.
Putting that much text into what is offered is smart :
Another very interesting point, just before announcing the price, he adds the sentence "Perhaps the best ROI on the market".
Here again, it’s clever. By mentioning ROI just before the price, psychologically you tell yourself that spending X dollars is nothing if it allows you to earn much more.
In the end, attention is completely diverted from the fact that he is trying to sell us 9 AI generated articles for 50€, per month. Because that’s not what you’re buying: it’s a promise of traction validated by social proof.
One last point I found amusing. 2 of the 15 tweets talking about the product that are highlighted come directly from the creator of the site. One of the 4 graphs he presents also comes from one of his SaaS.
First element: the SaaS has no free feature. It is not freemium. Yet, it would be easy to imagine given what the site does: for example, by offering 1 free article per month.
Obviously, this must be strategic. The loss of prospects who will never convert if they don’t test for free must be more than compensated by the conversion of prospects who would have stayed on the free plan if there was one.
There is also no trial period or anything like that. You want to test, you pay.
Another interesting element, when you click on “Pricing”, you don’t get access to the real prices, only the cheapest price is shown, 49$, without specifying its limitations. But when you click on the CTA, the next step in the conversion funnel, the price jumps to 99 dollars !
Subtly, he reveals to the prospect that several plans exist, and that 50$ is the cheapest price. The 99$ plan being selected by default, a rushed and inattentive user might even subscribe to it by mistake.
The whole process is smart: the value that remains anchored in the prospect’s mind is 50$, not the price of the other more expensive plans.
Overall, you can see that prices are very high. Remember that, at the core, users are paying for AI generated articles. Something that, to a lesser extent, free AIs can do.
One last detail, social proofs (tweets here) are repeated on the right side of the pricing page. A detail that probably gives a small boost to conversion.
There is a “Try now” CTA in the nav bar. I tested it and there were also some interesting things.
First, you are directly asked for your email address. No payment or anything committing, just your email to be able to test. It’s smart because no matter how far you go in the sales funnel, he has your email.
Then, he asks for your website URL. The bot analyzes it in detail, and it works well, the understanding is very good. He then suggests articles, but only titles, no content. Then the paywall appears.
It’s classic, but well done. You’re only one click away from getting what you want when it blocks you.
A small point on that.
The site has its character with a matrix style theme. Even though it’s minimalist, it feels professional while remaining simple. All the information is on the landing page. Even pricing, the button in the navigation bar only redirects to the section of the site where it is.
The navigation bar also has a link to another site for referrals, but overall, the site really only has one main page highlighted.
However, if you look in the footer, you realize the site has many pages that are not highlighted. In particular, an extremely rich blog (which makes sense given the function of the site).
They also have many pages explaining the features of the site in detail as well as technical documentation. The choice to not highlight this content at all, while still having it available, is certainly strategic.
In the end, he’s not reinventing the wheel. I’ve already read each of these tips in many places. Yet, when executed properly and put together, it works incredibly well.
I’m going to try to learn more about his marketing. If I find interesting things, I’ll make a post about it.