Utilising SaaS landing page best practices can be a great push towards higher conversions for product companies. Unlike eCommerce landing pages, SaaS companies deal with intangible products and customers only have words and visuals to rely on. Any shortcomings in the CTAs or the presence of distracting elements are enough to drive away your potential leads for good.
It calls for implementing the SaaS landing best practices which highlight your product’s USPs in the best format.
SaaS services require a long phase of product research. Brands need to allow prospective clients to experience the product before taking the subscription. A SaaS landing page built right is capable of delivering such robust mini product experiences to prospects and securing conversions.
There are various ways to make your SaaS landing pages appealing. You can include numerous components like offering free trials and demo sessions, pre-launch offers, or technical lead magnets to highlight the best-in-class offerings. All these are potent to reel in customers.
This blog talks about such SaaS landing page best practices in detail. You will learn why SaaS landing pages are different from other landing pages and some vital tips you need to have up your sleeves to boost your ROI.
But before we dig in, let’s have a glance at what a SaaS landing page is and why you need it.
Let’s dig in!
A SaaS landing page is where a visitor arrives when they click on a paid ad, seeking to learn more about your SaaS. The landing page offers a comprehensive outlook of the SaaS product and leverages specific use cases to target high potential customers.
Understanding your audience is crucial to developing a successful SaaS landing page. What needs does the target audience have? What will encourage them to make a purchase? What do you want the page to say after it’s finished?
Once you have the answers to these questions, you can design a compelling SaaS landing page that educates potential clients and motivates them to become leads or even customers.
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Let’s consider this. Today, 70% of the business apps used are SaaS-based, and the number is expected to grow a whopping 85% by 2025. With 25000 conversions in its fold, SaaS companies today are under the limelight across all industries globally.
B2B prospects often fail to resonate with SaaS solutions as the messaging and its use cases are unclear. SaaS services can be hard to explain, and so is the path to pool them. You only have a few words, pictures, videos, and minutes to show what your SaaS can do. Not all prospects will be too tech-savvy to translate jargon and buzzwords at one go. Unfortunately, this often makes your value proposition appear complex. This, in turn, makes the product ungraspable for prospects, and you lose out on conversions.
That’s where SaaS landing page best practices come into play. A thoughtfully designed landing page will help you strike the right balance. It will help provide information to encourage clicks while educating visitors about the offer and keeping them hooked.
Additionally, these best practices aim to enable your SaaS landing page:
To effectively communicate the workings of your software service
Ensure a seamless user experience.
It should also pave the way for a user-centred design approach to reach and resonate with potential customers.
Now that we have covered the ‘what’ and ‘why’ of the concept, it’s time to discover some of the SaaS landing page best practices.
Your landing page is not the right place to highlight millions of content pieces, no matter how engaging they are. You can do it once you successfully convert a visitor into your customer. You can then enable them to browse your website and navigate your blogs, whitepapers, etc., in their leisure time. Remember that you only have a 15 seconds window to convert. Use it smartly.
Secondly, do not distract visitors with unnecessary information. Give your landing page enough breathing space and a clear look. Every landing page element must point visitors towards a great user experience and eventually conversion. Ask yourself before uploading any word or image: is it essential? Will it play a vital role in grabbing attention? Or will it distract my visitors and create conversion friction?
Truebill is an excellent example of a clean SaaS landing page. It starts with describing its product and USP, what it does, the benefits, features, and finally, a clear CTA.
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Imagine entering a room filled with strangers and doubting your whereabouts. That feeling is almost identical to what a user feels when browsing for a new product. But what happens when you find an old friend in a room full of strangers? You begin to relax.
It’s true for SaaS solutions as well. Even if prospects find something that answers their pain points, learning and incorporating a new product into their workflow right away would require more convincing efforts. For starters, visitors often find it hard to share their vulnerable personal information like phone numbers, location, etc.
The key to building trust on a SaaS landing page is “Transparency”.
Show an SSL certificate and follow landing page GDPR compliance
Your URL should be concise and informative
Avoid copies that sound desperate for conversions
Build an intuitive and user-friendly page
Keep the form short and direct
Such a SaaS landing page will help you build a rapport with your visitors and create an experience where they feel valued and informed.
Taxfix SaaS landing page offers a perfect example of information transparency by using an information icon at the bottom of their form CTA. The information icon explains a common query visitors might have before conversion. It’s a great way to keep visitors informed and win their trust.
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There are many reasons why you should build mobile-first landing pages.
First, nearly half of the traffic comes from mobile devices. But, the catch here is that their purpose may be different from that of a desktop user. Mobile users primarily aim to explore and find out critical information first. Navigation and quicker access to the main context should be the goal of a mobile-responsive SaaS landing page.
Second, mobile devices work differently. The biggest mistake you can make is to force-fit a desktop-designed landing page for mobile devices. Desktop pages can accommodate many size-heavy visuals, images, and texts given the screen space. But, when you shrink them and force fit for mobile devices, it becomes heavier, increasing the loading times infinitely. This leaves your customers frustrated, leading to abandonment.
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When you just shrink your desktop landing pages for mobile, content shifts to a smaller grid and gets stacked vertically. This change in architecture reduces the potential of your messaging. Which, in turn, leads to doubts if a vertically stacked layout is a good decision. The alternative here would be to use horizontal carousels or tabs.
To make the long story short, you must communicate your product efficiently on every type and size of the screen. Failing to do so might result in a high bounce rate for your SaaS landing page.
The FAQ is crucial for clarifying concepts and for elaborating on the features and advantages mentioned in earlier parts.
If a visitor scrolls this far down the page, their intent to buy is high. But they might still have a few unanswered queries.
A vital FAQ section will concentrate on six to eight queries to remove any last-minute conversion barriers.
Why only six to eight questions?
A significant part of traffic originates from mobile devices. It may be counterproductive to overcrowd your mobile landing page with FAQs.
For the FAQ section, consider answering questions about:
Supporting products or service features
Onboarding process
How to claim promotions or trials tied to your landing page
Payment schedules and additional fees
The preferable way to show FAQs is in the accordion format. Visitors can skim through the questions and click on the ones they need answers for. A massive chunk of text for answers is a no-go. Refer to Taxfix, for instance. It has a short and clean section of questions focusing on crucial micro-moments.
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For SaaS products, social proof is very crucial. Describing your list of trusted partners can do wonders. It plays a significant factor in increasing users’ inclination to explore your product.
The second way to show social proof is to form positive peer pressure. How frequently do you research a restaurant online before making a reservation or buying something because it has good reviews? Consumers do that 87% of the time, according to BrightLocal.
But to be effective, endorsements must be instructive and pertinent to the user. When done right, they can perform multiple tasks at once. Social proof must demonstrate one of the below qualities:
Show you are running with a good demand
Create a sense of community
Promote credibility
For example, Purply highlights figures for click rates, affiliates, sales, etc. in bold. These numbers play a great role in grabbing instant attention. Alongside these stats, you will find customer reviews with ratings in stars. Thereby advocating for their business growth and credibility.
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Registration serves as a gateway to winning visitors’ first impressions. Make sure you don’t ruin it by asking for unnecessary million info. Only request the information that is absolutely necessary while registering. A visitor’s email address is often sufficient to get them to enter the sales funnel.
MemberMeister is a good example of keeping the form-filling process straightforward. It requires a brief initial registration. Afterwards, the SaaS brand requests more information from the users in a phased or tier-based method. Such data-gathering approaches feel welcoming and eliminate entry hurdles like privacy concerns.
Don’t forget to consider the call-to-action when refining the registration procedure. A clear CTA always plays a vital role in pooling in customers. MemeberMeister, for instance, offers has clear button (“Get A Free Demo”) followed by a “Your Information is Secured” text. It helps provide a pleasant reminder that users’ data is completely secure. Such small elements encourage trust and can persuade people to act who are still indecisive.
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A SaaS landing page’s pricing section must be unambiguous and easy to comprehend. Include the software’s price and applicable plans, including free trial choices. Additionally, place the pricing section prominently on the page for easy access.
Depending on the software’s price strategy and business model, there are various methods you can use to show pricing info. Some of the ways can be:
A basic pricing table listing the various programmes and their associated costs
A table that compares the costs and attributes of several plans
A calculator or slider that enables users to create a plan that suits their goals and budget
The pricing section should also draw attention to any crucial data, such as:
The pay cycle
Any special offers
Discounts
Features of each plan
Don’t forget to disclose any potential additional fees or costs.
Finally, include CTAs in the pricing section to make it simple for visitors to sign up or begin a free trial.
For instance, Gaggle email shows a detailed view of all levels of subscription in detail. It also includes individual and professional levels and shows a short section of FAQs.
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The primary goal of your SaaS landing page is to convert visitors into leads and, eventually, loyal customers. So make sure prospects don’t face any extra hassles in achieving it. Customers should not wander and look for a clue: ‘What should I do next.’ The trajectory should be self-explicable and easy to follow.
Additionally, pay special attention to the CTA button. It should be easy to find and always visible. You may either make it “stay” when the user scrolls down the page with the help of a sticky bar or repeat it at appropriate intervals across the long landing page. Also, your CTA should be clear and concise and explain what action should the user take to convert. Such action words are common in CTA copies:
Book a demo
Subscribe
Contact us
Secondly, try not to send customers to another page when they click the button. Include registration forms on the post-click landing page and have only mission-critical information. Don’t overwhelm your customers with dozens of fields. It will only lead to abandonment. The form should ask for objective data, viz., name, email, etc.
Rocket Money, for example, includes only a few words to describe the solution and then a simple CTA button saying “Sign Up Now”. Keeping the landing page’s coast clear of any redundant and irrelevant pieces of info.
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You must improve the attention ratio on your landing pages to create a marketing campaign centred around a single objective. The main reason being a low attention rate ratio can directly and negatively affect your conversion performance.
The attention ratio, created by Unbounce, compares the number of things you can do on a page with the number of actions you should take.
Though, an uneven attention ratio on a website homepage is acceptable. But you must know to accommodate these different awareness and intent levels on a landing page. A website’s homepage, in particular, intends to enable users to explore and discover. Therefore it can have different attention ratios distributed throughout the page.
On the other hand, SaaS landing pages should only support one campaign objective. Because of this, they consistently have higher conversion rates than most home pages. Check out this Fridayy example, which has the ideal 1:1 attention ratio. Here, every button and element serves the same purpose.
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Even if a user has read the whole of your page, there are several reasons why they might not be prepared to convert. Below can be the reasons:
They are curious about your SaaS product but need more details.
They have issues that still need to be resolved, or they have queries.
They have less faith in the brand or the service.
They have less faith in the brand or the service.
First, make sure there is a distinct area, button, or link where consumers can find immediate assistance. Or they should be able to get in touch with someone who can respond to their queries. You can include a FAQ or chatbots, etc., for this.
Another way is to give your curious but reluctant users a different viewpoint. If a free trial isn’t your primary call to action, providing a interactive demo could assist you in catching users who are still debating. As an alternative, you may offer case studies from other clients.
One of the essential SaaS landing page best practices is to maintain a positive attitude and hope for the best outcome when optimising a landing page. However, it is also crucial to stay alert and prepared for any potential issues that may arise on the way. The reason can be high bounce rates, poor conversion rates, subpar user experience, etc. To deal with this, you can:
Conduct thorough research
Analyse user data and feedback
Timely test and optimise your landing page
To build a robust SaaS landing page optimization, you can use various methods, viz., heat maps and A/B testing. A/B testing can help you make data-driven decisions to improve the user experience and raise conversion rates. Heat maps, on the other hand, will help locate page regions generating confusion or low engagement.
In fact, heat maps are a great way to boost engagement. You can use heat maps to focus on the parts of a page receiving the most attention and pinpoint them. For instance, if a heat map reveals that users spend a lot of time on a particular page region, consider extending or making that section more noticeable here.
Contrarily, A/B testing enables you to compare the performance of various page iterations. It can be various headlines, graphics, or call-to-action buttons. It will assist you in locating and optimising a page’s most valuable components for enhanced performance.
Combining these two techniques will help you better understand how users engage with your SaaS landing page. And it will also enable you to make data-driven decisions that will improve user experience and conversion rates.
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Suggested Read: Landing Page Conversion Rate Optimisation Tips: Clarity is Everything
SaaS landing page best practices are quintessential for long-term success. It helps product firms achieve improved conversion rates.
Businesses with software as a key product work differently than eCommerce and have a longer sales cycle. Thus, they must adopt a different strategy to acquire customers than e-commerce businesses.
Moreover, you can lure visitors into becoming customers using various technical components like:
Free trials
Demo sessions
Pre-launch offers
You can enhance the overall user experience by comprehending the particular demands of your SaaS clients. You also must put best practices into practice to boost conversions, like user-centred design approach, clean & simple design, and building trust.
Want to learn more about building a high-converting SaaS landing page? Apexure is available to assist you. Contact us right now for a consultation.
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Founder & CEO of Apexure, Waseem worked in London’s Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences. Read more
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