Let’s be real: getting people to sign up for your SaaS product is tough. But getting them to stick around? That’s the real challenge.
You might pour hours into driving traffic, optimizing your pricing page, and running killer campaigns. But if users bounce after day one, all that effort goes out the window. The fastest-growing SaaS brands know something others don’t: loyalty starts the moment someone discovers you. Not later. Not after they pay. Right now.
So, how do they do it?
It All Starts Before the Signup
You know that moment when a potential user first lands on your site? That’s where the loyalty seeds get planted.
These brands don’t just focus on slick design or witty headlines. They get ultra-clear on value. What does the product do? Who’s it for? Why should anyone care?
Think about Notion. You land on their homepage, and instantly, you get it: organize your life, your team, your chaos. That clarity builds trust fast.
And the best part? You don’t even need to sign up to feel like you already belong. That’s how loyalty starts—before a single click.
First Impressions = Forever Impressions
Onboarding isn’t just a nice-to-have. It’s your first real date with the user. Mess it up, and they’ll ghost you.
The top SaaS brands? They make onboarding feel like magic. Personalized welcome emails. Quick wins built into the flow. No clunky how-to guides or confusing steps.
Duolingo’s a great example. You’re not reading a manual on how to learn French—you’re already learning. Within 60 seconds.
That kind of experience tells users: “Hey, we get you. And we’re worth your time.”
Make Small Wins Feel Huge
Ever ticked off a to-do item and felt like a superhero? The same thing applies to SaaS.
The smartest brands break early experiences into bite-sized wins. Think checklists, progress bars, “You’re halfway there!” nudges. These little rewards? They fire up our brains and keep us moving.
But there’s an emotional layer too. People want to feel accomplished. They want to know they’re not wasting their time. When your product makes that happen from the jump, users start to care. Really care.
Give Before You Ask
We all know the feeling: you download a new app, poke around, and boom—a paywall hits you like a brick wall.
Fast-growing SaaS brands flip the script. They deliver real value up front. Not fake feature demos or locked tools. Real, usable stuff.
Canva nails this. You can design full-on graphics, share them, download them—all without spending a cent. That kind of generosity builds loyalty. It creates a sense of fairness and reciprocity.
Think of it like this: would you trust someone who demands commitment before showing what they bring to the table? Nope. Your users feel the same.
And part of delivering that early value? Knowing how to communicate it. Brands that nail their messaging use real-world context to connect with users. A great way to study this is by looking at SaaS email marketing examples that show how top companies guide, educate, and engage people without overselling. These examples offer inspiration for making every email count—especially early on.
Stay Relevant (Without Being Annoying)
Nobody likes spam. But everyone loves a timely, helpful nudge.
That’s the sweet spot. SaaS leaders use behavioral triggers to check in at just the right moment. Did the user drop off halfway through onboarding? Send a friendly follow-up. Haven’t logged in in a week? Offer a tip or shortcut to get back on track.
These aren’t generic, one-size-fits-all emails. They’re smart, contextual, and personal.
Slack does this well. If you’re inactive, they won’t guilt-trip you. They’ll show you how to pick up where you left off—like a friend who knows your workflow.
Talk Like a Human
Ever opened an email and immediately felt like you were being pitched by a robot? Yeah, no thanks.
Fast-growing SaaS companies build loyalty by sounding real. From product copy to help docs, their voice is consistent, approachable, and human.
Basecamp’s a perfect example. Their tone is clear, candid, and even a bit quirky. You don’t feel like you’re dealing with a faceless company. You feel like you’re working with real people.
And that’s what keeps users coming back. People trust people—not jargon.
Ask for Feedback (Then Actually Use It)
Here’s a wild idea: if you want users to stick around, ask them what they want.
Top SaaS brands make it easy to share feedback. Whether it’s a quick in-app survey or a simple thumbs-up/down on features, they’re always listening.
Even better? They act on what they hear. Public changelogs. Feature updates inspired by users. “You asked, we built it” moments.
Figma is great at this. Their community is part of their roadmap. When users feel heard, they’re not just customers—they’re collaborators.
So, What’s Your Day One Experience Telling Users?
Here’s the bottom line: loyalty doesn’t start with a loyalty program. It starts with empathy. With thoughtful design. With intentional choices that say, “We care if you stay.”
If you want to grow fast and stay growing, then your day one needs to be unforgettable. Not flashy. Not over-the-top. Just genuinely helpful, frictionless, and human.
So take a look at your current onboarding. Your homepage. Your first email. Are they building loyalty?
Or just hoping for it?
