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How SaaS Businesses Reduce Cost Per Sale Without Tweaking Their Ads

June 16, 2016

reduce cost per sale

Tired of forever tweaking ads in an attempt to lower those high cost clicks?

Today I'll take a look at how you can reduce Cost Per Sale (CPS) without changing a thing in your current Ads campaign setup.

By the way; this’ll work for gaining more high end clients, more users for your B2B SaaS business, or if you just need a more sustainable way of supplementing your ad cost.

So here’s where most people start...

When it comes to lowering the CPS for your company, it can seem like a daunting task.  Even overwhelming sometimes. Especially when operating in competitive markets, or if your sales cycle is particularly long.

What I often find though is that companies are a little one track minded in their approach.

And here’s what I mean...

Most businesses look at their conversion process as two steps only.

  • Person clicks on ad
  • Person either takes some form of action, or doesn’t.

Therefore, the obvious starting point for most people is with the ads that they’re using.

But there’s a much more effective way of lowering CPS other than testing Ad headlines and images that’ll make your sales team love you that little bit more.

So with so many variables to measure, what should you be focusing your time on to improve the overall results?

It all starts with…

Understanding The 3 Types Of Web Traffic

Let me explain the three traffic types, and all will become a little clearer.

how to reduce cost per sale

Type 1 - Traffic You Control

This is things like paid media.  Facebook PPC, Google Adwords, Bing, Yahoo, and other sources where you can actually buy the clicks to your landing pages.

It’s my favourite way, and always my first port of call, to test any new theory with a landing page.

You’ll see why in just a moment.

Type 2 - Traffic You Don’t Control

This is the traffic that you have no “real” influence over.

I say, “real” as Search Engine Optimisation (SEO) lives in this category.  Some say you can control SEO.  However, whilst you can influence the search results, you do not control them.  Google, Bing, Yahoo, Yandex etc do.

That said, it’s still a great source of traffic if you’re already generating traffic this way - but it’s a very slow way to test things - you’re smarter than that. Use paid media instead.

Organic Social Media also falls into this category.  Hugely powerful when coupled with social PPC like a Facebook campaign, or paid Twitter campaign.

On it’s own though, it can be a slow way of generating traffic.  Unless of course, you already have a large following.

Type 3 - Traffic You Own

This is where “profit” lives.  Traffic you own is essentially the traffic that you’ve converted from paid media and organic reach into email subscribers.

This is what it’s all about...

Your only goal, after someone clicks on one of your ads, should be to convert them into an email subscriber so that you have the opportunity to market to them again and again.

It’s a very simple concept, but hugely powerful - And I think all too many businesses are missing this opportunity.

So… Lowering Your Cost Per Sale

Of course, just converting a visitor into an email subscriber won’t alone lower your cost per sale.  It’s what you do with that visitor after they become a subscriber that makes all the difference.

reduce cost per sale with a funnel

Let’s take a look at the two objectives you need to focus on right out of the gate. They are:

  • Indoctrinate - Educate them on who you are, and the problems you solve
  • Engage - Use gain, logic, and fear to create a motivation to buy/invest/transact

The third step sounds a little aggressive - FEAR - I know - especially if you’re from the UK like me.  But bare with me, as I’ve proven this particular process to work in many different industries.  

Therefore, I’m convinced it can help you too.

It’s also important to understand that there’s an order in which you need to do this stuff.

For example, a subscriber can’t be “Engaged” to buy unless they know who you are.  Therefore these steps must be taken in this order, starting with “Indoctrination”.

Let’s look at Indoctrination…

So let’s say you have have a new subscriber. Great!

What you say next is going to make all the difference.  First impressions, and all that.

The first step is to teach them all about you.

  • Who are you?
  • Who do you serve?
  • Why do people buy from you over your competitors?
  • What can they expect from you?
  • How often? - It’s important to set expectations here
  • What should they do next?

You’re only ever going to send this sequence once, and I recommend breaking down what you want to say and spreading it out over a few emails.

Doing so trains your new subscriber to open your emails, AND actually read them.

Level of difficulty is a major conversion factor, and so making emails easy to consume is going to get you off to a really good start.

As soon, as they’re up to speed on who you are, and you’ve effectively communicated your value proposition, it’s time to move onto…

Getting Them To Engage

This next set of emails is all about converting subscribers into customers.

They make irresistible offers.

Typically, these emails will be sent immediately after your Indoctrination campaign and will be 3 emails long.  Sending 1 email per day after the initial signup.  The sequence goes like this:

  • Email 1: Gain
  • Email 2: Logic
  • Email 3: Fear

By the way; I’d hope by now you’re starting to see how by just focusing on converting traffic into email subscribers, you will massively lower your cost per sale?

The Gain Email

In this email you want to remind your subscriber why they chose to sign up with you, the desired result they’re looking to achieve, and how you’re going to help them to achieve it.

See what we’re doing here?

We’re creating the opportunity to flow really smoothly into positioning your first offer.  An example lead in to that might be:


“Hi [First Name],

Over the last week you’ve heard all about [insert why you’re the authority in the space of… and your unique value proposition].

Now if you’re really serious about [insert topic/known desired end result], then this is the ideal first step…”

If the subscriber chooses to take no action at this stage, they remain in your autoresponder sequence and move onto the next email.


The Logic Email

The logic email acts as a reminder to our first “Gain” email, only this time we use logic and reason to position the offer.

How do we do this?

Here’s a quick example of the type of language we might use here to give you an idea of how to apply this to your own business:


You [downloaded our guide / signed up for a free trial] on [insert guide /trial name] which tells me you’re really serious about [insert known desired end result].

Remember, not only will [insert offer] get you [insert specific benefit provided by the offer], but it will also give you the momentum you desperately need to achieve [insert long known long term goal].


And just like the first email - if the subscriber chooses to take no action at this stage we keep them in the sequence and move them to the next email.

The Fear Email

Ok, so fear is a strong emotion to elicit.  What I actually mean by fear is to create the fear of missing out.

So with this final email in the sequence we tell the subscriber that this is the last time they’ll be hearing from you about this particular offer.

Or if you have a genuine reason (and it must be genuine) why the offer HAS to end today, explain why it’s ending and why the subscriber should take action right now.

You could use something like:


On [insert day] the [price will return to £££ / offer is closing].

So if you’re really serious about [insert known desired end result] make sure you order before [insert day], because [insert genuine scarcity reason].



Cost Per Sale can be dramatically reduced by capturing your website visitors interest with a low entry commitment, and following up with them via a very simple, yet highly effective, email Indoctrination and Engagement campaign using the Gain, Logic, Fear strategy.

By then offering a low-to-mid entry point product to offset ad cost will significantly reduce your ad cost, allowing you to either buy better targeted traffic (yes, that means spending more than your competitors - but you can!).

Too often do I come across companies driving paid media to their website contact page - OR worse - their home page.  Yes this still happens.

Generally I highly recommend you develop something that solves your ideal prospect’s most painful challenge that they can download.  And then over-deliver some more to obtain their email address.

At Clickverta we reverse engineer the thought process of a potential lead by creating what we call our Content Strategy Matrix, where we cross reference situations with solutions, with a view to developing content around the ones with the most powerful combinations.

Sound like you could use something like that?

How are you using email marketing as a re-marketing tool to reduce your cost per sale for your company?

Got a question? Let me know in the comments.