What SaaS Should Use & When
For most SaaS companies, getting sign-ups isn’t the real challenge anymore.
The real challenge is turning free trial users into paying customers.
You may be running Google Ads, LinkedIn campaigns, SEO blogs, or product-led growth strategies and still see users drop off after day 2 or day 3 of the trial. That’s where explainer videos quietly outperform almost every other conversion tactic.
In this blog, we’ll break down how explainer videos directly improve free trial to paid conversions, when SaaS companies should use them, and how to place them strategically for maximum impact—especially for SaaS founders targeting markets like the US, UK, Canada, and India.
The Core Problem: Why Free Trial Users Don’t Convert
Before talking about videos, let’s be honest about why trials fail.
Most SaaS free users:
- Don’t fully understand the product’s value
- Feel overwhelmed by features
- Don’t reach the “aha moment” fast enough
- Get distracted or forget to come back
- Can’t see how the tool fits their exact use case
Long onboarding docs, tooltips, and help articles don’t fix this anymore.
Users want clarity in under 90 seconds. - That’s exactly where explainer videos win.
What Is a SaaS Explainer Video (In Simple Terms)?
A SaaS explainer video is a short, focused video (60–120 seconds) that:
- Explains what the product does
- Shows how it solves a specific problem
- Highlights outcomes, not features
- Guides the user toward one clear action
It’s not a promo video and not a screen recording tutorial.
It’s a conversion tool.
How Explainer Videos Improve Free Trial to Paid Conversion
1. They Speed Up the “Aha Moment”
The faster a user understands why your product matters, the higher the chance they pay.
Explainer videos:
- Simplify complex workflows
- Visually show outcomes
- Reduce learning friction
Instead of clicking around blindly, users see:
“Oh, this is exactly what I need.”
Many SaaS companies see higher activation rates within the first 24 hours just by adding a short explainer video inside the dashboard.
2. They Reduce Cognitive Overload
SaaS tools are powerful—but power often equals complexity.
A well-crafted explainer:
- Breaks features into benefits
- Shows one problem at a time
- Removes unnecessary technical language
For SaaS owners targeting non-technical users (founders, marketers, finance teams, HR teams), this is critical.
Less confusion = more confidence = more conversions.
3. They Build Trust Without Sales Pressure
Trial users don’t want to feel “sold to.”
Explainer videos work because:
- They educate first
- They show, not push
- They feel helpful, not aggressive
When users trust the product, pricing objections drop naturally.
This is especially important in B2B SaaS markets like the US and UK, where buyers expect clarity before commitment.
4. They Answer Objections Before the Upgrade Page
Most SaaS upgrade decisions fail due to unanswered questions:
- Is this worth the price?
- Will this save me time or money?
- Is this right for my team size?
A strategic explainer video can:
- Address these doubts visually
- Show real-world use cases
- Connect features directly to ROI
When users reach the pricing page already informed, conversions increase.
5. They Work Across the Entire Trial Journey
One explainer video can be reused across:
- Website landing pages
- In-app onboarding
- Email drip campaigns
- Retargeting ads
- Sales demos
This consistency reinforces the message and keeps users aligned throughout the funnel.
When SaaS Companies Should Use Explainer Videos
Not every stage needs the same video. Timing matters.
1. At Trial Signup (Homepage or Landing Page)
Use a high-level explainer that answers:
- What does this SaaS do?
- Who is it for?
- Why should I try it?
Best length: 60–90 seconds
2. Inside the Dashboard (First Login)
Use a product explainer that:
- Shows how to get started
- Highlights 1–2 core actions
- Guides users to the first win
This is where conversion impact is strongest.
3. Mid-Trial Engagement (Email or In-App)
Use feature-specific explainer videos to:
- Introduce advanced features
- Show shortcuts and workflows
- Encourage deeper usage
These help prevent trial drop-offs.
4. Before the Upgrade Prompt
Use a value-driven explainer that:
- Reinforces benefits
- Shows outcomes
- Connects price to results
- Perfect for SaaS with 7-day or 14-day trials.
What Type of SaaS Benefits the Most?
Explainer videos are especially powerful for:
- B2B SaaS products
- Complex or multi-feature platforms
- New or niche SaaS ideas
- Tools with behavior change (finance, HR, AI, analytics)
If your SaaS requires any explanation at all, you need an explainer video.
