8 SaaS Landing Page Best Practices to Increase Online Conversions
Nowadays, the market of Software-as-a-Service is experiencing a true boom. Today, 70% of apps use SaaS, and this share is forecast to grow to 85% by 2025.
With the total number of SaaS companies in the world reaching 25,000, conversions have become the primary focus for businesses in this industry. However, for SaaS, conversions are not the same as for other products. Usually, customers tend to research and analyze the market thoroughly before settling on a SaaS provider, and even after that, they prefer to test the product before signing up.
Such customer behavior demands a different approach to landing page design. Read on for eight tactics you can use to create a SaaS landing page that converts.
Why do you need a SaaS landing page?
First, let’s get our terminology straight. Landing pages are often mixed up with website home pages, although they are not the same. Landing pages are where your customers arrive from anywhere on the Internet – an ad, a link in a social media post or a newsletter, or a browser search result.
A landing page is the quintessence of your content specially designed to grab the visitors’ attention and hold it long enough to lead them to conversion. They saw your ad or post and found you interesting enough to want to learn more – this is how they got to your landing page. Now, it’s up to you to get their attention – and you have about 15 seconds for that. Our list of landing page best practices is intended to help you make the most of these golden 15 seconds and convert your visitors.
8 SaaS landing page best practices
If you are designing your landing page from scratch or revamping it to boost conversions, you can use these practical recommendations to build a page that really converts.
Define your conversion goals
Before you begin creating your landing page content, think about what you want to achieve with it. In other words, what do you consider a customer conversion? Should they request a call with your team for more details? Or sign up for a demo? Or even subscribe to your product immediately?
When you define what you expect your visitors to do, you can start mapping their journey across your landing page that is going to lead them to conversion. Having your goal in mind will help you create the content that suits it best.
Highlight the unique value proposition
You have done your market research, haven’t you? If so, you know your target audience, the problems they seek to resolve with your – or similar – product, and, most importantly, your competitors. Competitor research helps to identify features that make your product stand out.
Make sure your landing page showcases your unique value proposition immediately, even before the user scrolls down. Anyone landing on your page should see what you offer at once.
This is how InVision designed its landing page. Right away, it shows what you are going to sign up for – a whiteboard collaboration platform. Clear and to the point.
Include a video or short demo
A picture is worth a thousand words. In that case, a video is worth a million words, because it allows squeezing volumes of information in a 30-second clip. Create a high-quality informative video to showcase your product with a focus on its most significant advantages. A good idea is to include an animated demo showing how to use your service.
Keep it short, no longer than 90 seconds. Remember that landing pages are intended to hold the visitor’s attention, so do not bore them with long videos.
One of the examples of a good landing page video is Shopify Plus, an enterprise eCommerce platform. In just 30 seconds, it demonstrates what the customers can gain if they choose Shopify Plus for their online commerce business.
Show social proof
The value of social proof cannot be overestimated. 92% of consumers admit to trusting reviews by independent customers. Include your customers’ testimonials on your landing page so that your visitors can easily find and browse them.
While you are at it, try to highlight testimonials by important customers. It is no secret that some names make a better impression, so leverage that in your landing page design. Another technique is to focus on the improvements your customer achieved through using your service.
Additionally, it is always a good idea to include links to your social media accounts on your landing page. Customers can explore and learn the social response to your brand and if they like what they see, they can start following you, giving your company a nice social media presence boost.
Social proof is the first thing you see when you land on Salesforce’s page. The company offers a story of one of its customers describing a significant revenue increase they got with Salesforce.
Keep your landing page clean of distractions
You surely have tons of high-quality engaging content, but your landing page is not a place for all of it. When you convert visitors into customers or subscribers, they can browse your website at leisure, navigating between your blog, knowledge base, and video channel. Remember, for now, you only have 15 seconds, and you need to use this time wisely.
Do not distract visitors. Make your landing page clear and clean. It should contain minimum content which culminates at the call-to-action. Weigh each word and each image and make sure they do not create unnecessary clutter, but guide the visitor to conversion.
The landing page of Typeform seems simple and almost bare – a short description, a list of the most prominent features, a couple of testimonials, and a CTA link. There are no distractions that can make the visitor’s attention wander away. The company explains clearly what it offers and invites you to subscribe.
Add live chat to increase personalization
A personalized approach is something customers are looking for in any service. Gone are the days when product quality and price were the only criteria for choosing with whom to do business. Today, people want companies to cater to their personal needs.
That’s why it is a good idea to offer a personalized approach already on your landing page. You can do it by implementing a live chat or chatbot tool to assist the customer with learning more about your product. If they have questions at this initial stage, it’s better if your support team is there to provide answers, especially if you are offering a complex product. Otherwise, the conversion just may not happen.
There are plenty of live chat apps that you can use to integrate the chat functionality into your landing page. If you prefer to use a chatbot, reach out to a chatbot marketing agency to make the most of the tool.
See how Aitable uses live chat on its landing page. Visitors have the option of chatting with a support agent or browsing the knowledge base to get a better understanding of the product.
Make it easy to convert
Customer conversion is the ultimate goal of your landing page, so make it easy to achieve. Customers should not ask themselves, “What should I do now?” The path to conversion should be clear and obvious.
Your CTA button should be prominent, easy to find, and always visible. You can repeat it at strategic intervals across the landing page, or make it “stick” while the user scrolls down the page. Use a simple and transparent call-to-action that says exactly what will happen when the customer clicks it. “Book a demo”, “Subscribe”, or “Contact us” are good examples of your CTA button text.
After the customer clicks the button, try not to redirect them to another page. Include the registration form on the landing page and keep it to the absolute minimum. Customers can be overwhelmed if they click the CTA button and find dozens of fields they need to fill in. Ask only for the information necessary to achieve the goal, usually the name (personalization, remember?) and email address. And do not forget about digital privacy rights – ask for the customer’s consent to process their data.
As an example, see the registration form Dropbox offers to its customers. Name, email, and password – and you are good to go.
Do A/B testing
Designing a perfect landing page does not mean you are done. Without testing and measuring, you will never know if your design ideas actually work. Even small things matter – for example, did you know that even your CTA button color can make a difference when it comes to conversions?
To learn what works and what does not, do A/B testing. Run two landing page designs and monitor their performance with conversion analytics tools to see which variant is better. These tools can provide complete data on which landing page components work best and which should be revised for the best result. If your conversion involves a phone call, use a call analytics system to measure performance and find things that require improvement.
Ready to create a killer landing page?
“You only get one chance to make a first impression” – this worn-out quote fits landing pages perfectly. Invest time and resources into building a great landing page, as it is the first thing your visitors see about you. Your landing page design decisions determine whether they leave you or choose to give your product a try. Hope our recommendations help you design the landing page that is just right for you.