When businesses think about growth, they often focus on increasing sales, expanding markets, or developing new products. But there’s another, often overlooked, area with immense potential for boosting business performance: usability. Creating a frictionless experience can be a game-changer for SaaS companies, turning usability improvements into measurable growth outcomes.
User experience impacts business results
Good usability isn’t just a nice-to-have—it’s a competitive advantage that directly impacts customer satisfaction and retention. A well-designed, seamless user experience can be the deciding factor for users to stay loyal to a brand or service. Research shows that 86% of customers are willing to pay more for a better experience, demonstrating that usability influences purchasing behavior and price sensitivity.
When users can navigate your platform effortlessly, they are more likely to engage, convert, and remain loyal over the long term. In fact, companies that excel in customer experience outperform competitors with a 4-8% higher revenue growth rate. Superior user experiences also foster brand advocacy, creating promoters with lifetime value up to 14 times that of detractors.
The struggle for product managers to get buy-in
For product managers who understand the importance of usability, the challenge isn’t just about knowing where friction exists; it’s about securing the necessary buy-in to address it. Many product teams face internal roadblocks, especially when:
Data is lacking: Without concrete data, it’s difficult to demonstrate the value of improving a specific user experience. Even when friction points are clear, if the company lacks metrics on the impact of these issues—like how many users drop off during a particular process—it can be hard to argue the case for investment.
Tying usability to revenue: Often, there’s no direct, visible connection between a UX improvement and an immediate revenue bump. While we know that better usability correlates with higher customer satisfaction, churn reduction, and conversion rates, proving these relationships in advance—especially to stakeholders focused on short-term financial returns—can be a struggle.
This challenge is compounded in companies where priorities tend to focus more on new features or scaling, rather than refining existing user experiences. Without concrete data or clear ROI forecasts, product managers may find it difficult to justify the time and resources required to reduce friction, even if it could lead to better long-term outcomes.
Reducing friction increases efficiency and satisfaction
At the core of great usability is friction reduction—making it easier for users to accomplish tasks without unnecessary barriers. This has tangible effects on customer satisfaction and operational efficiency. For instance, companies that streamline their processes and improve usability can reduce the cost of serving customers by 15-20%.
Moreover, improving user retention by just 5% can increase profits by over 25%. The rationale is simple: retained customers cost less to serve and are more likely to recommend the service to others, driving organic growth.
Real-world example: Frictionless experiences boost conversions
Let’s look at the example of RealNice, a SaaS company that recently implemented usability enhancements with Entri Connect. By integrating a more intuitive onboarding process and simplifying workflows, they significantly reduced user friction. The result? Higher user retention and an increase in trial-to-paid conversion rates. This aligns with broader trends showing that customer-centric businesses are 60% more profitable than their peers.
Overcoming the buy-in challenge
To get leadership buy-in for usability improvements, product managers need to:
Leverage data where possible: If direct metrics around user friction are hard to collect, look to broader industry data or customer feedback that illustrates the financial impact of poor usability.
Build a case for long-term growth: Present usability improvements not just as short-term fixes, but as strategic investments that can drive sustained customer loyalty, reduce churn, and lower support costs.
Align usability with business goals: Show how improved UX can align with key company objectives—whether it’s reducing churn, boosting conversions, or lowering operational costs.
Conclusion: Usability is a growth lever
Investing in usability isn't just about making customers happy—it’s a strategic move that can drive revenue and growth for SaaS businesses. By reducing friction, companies can boost user retention, lower operational costs, and foster greater customer loyalty. As businesses compete more on experience than ever before, those that prioritize usability will find themselves at a distinct advantage.