SaaS companies usually face a challenge when it comes to converting their target audience. The reason being, their ideal customers may or may not be from a technical background and they simply can’t take a one-size-fits all approach with their marketing campaigns. The same holds true for their landing pages.
These landing pages are the business’s one chance to make its target audience either interact or convert in some manner that adds to its end goal.
While most make the effort of removing all the industry jargon from the landing pages and including maximum features of their products, their conversion rates aren’t as high as expected. The reason? Well, they weren’t SaaS market optimized.
Here’s taking a look at some of the ways you can optimize your SaaS landing pages for maximum conversions:
1. Keep it above the fold
According to a study by the Nielsen Norman Group, 80% of your landing page visitors don’t like scrolling to get the gist of what you have on offer. They spend maximum of their time above the fold, before going away.
This only goes to say that you need to make sure your value proposition is well stated above the fold. To understand your audience’s pattern of scrolling through the landing page, use heat maps – they will help you identify where they spend time the most and after which point they don’t even consume the information you offer.
For instance, Probox keeps everything that speaks of the product right above the fold.
2. Create consistency everywhere
SaaS businesses usually use marketing campaigns to drive traffic to their landing pages. Now it is important to understand that the visitor who lands on your web page, expects seeing exactly what you ad or campaign promised.
If your landing page’s call-to-action is no way congruent to what the campaign had to say, be sure that the visitor is going to hit the back button instantly! And of course, you’re going to lose a customer.
3. Use unique visuals always
Human brains process information 80X faster when presented with visual content. That’s exactly what you want on your landing page, visitors understanding what you have to offer in a jiffy and then convert.
Use a hero image to convey or indicate towards what your business is all about. Avoid using free stock images because you don’t want to be categorised as ‘just another company’ in the industry. Remain authentic to create a lasting impression on your visitors.
4. Don’t forget to add social proof
Most internet users are skeptical about sharing their contact information. The reason being, they don’t want to be spammed and get no value out of an interaction with a business. SaaS companies usually solve a consumer concern, but saying so on your landing page isn’t enough – you need proof.
Adding social proof like ratings, reviews, case studies, testimonials and more can help rid the hesitation of these visitors and drive them towards conversions. The more they are able to see that people like them are gaining from your business, the more likely they become to turning into your customers.
5. Present the benefits and not the features
Most SaaS landing pages make the mistake of talking too much about themselves. In this case, they lose out on making sense to the visitor and drawing a picture of what they can gain by interacting with their business.
This is why it is important to create a customer centric landing page. Instead of the conventional and old time approach of listing down the features of the product you offer, make a list of the benefits for the customers who use it.
6. Keep it crisp and clear
While stating the benefits of your product, don’t get carried away. You don’t want to end up writing mini essays on each one of them – essays that no one really cares about or has the time to read. Yes, you just have a few seconds to capture the visitor’s attention and put him on the path to conversion.
So make sure that all the benefits and features you’re planning to list down are crisp and absolutely clear. Make it like a few seconds takeaway and the visitor should feel like ‘hey, I need this!’
7. Remove all the navigation
A landing page is not your website. We agree that a navigation bar helps your website visitors get around and explore what you have to offer; on the landing page, it only distracts them from the main goal – becoming your customer.
No, you don’t need a menu of how it works, case studies, etc on your landing page. Keep the goal plain and simple – leading your visitors to one type of conversion. The maximum you can do is add the logo to your website on the landing page that can redirect your visitor.
For instance, Flatico’s landing page doesn’t include any navigation:
8. Offer something in return
Your landing page visitors are usually skeptical about sharing their contact information with you. While a few might not mind sharing email addresses, some might not see the point of sharing their job details or any other kind of information you might need.
In this case, you will lose out on your conversions simply because your visitors weren’t willing to share that information. Here the incentivising tactic works like magic. Offer something in turn of the information you’re asking for – a premium free trial, an ebook, a special service or something else that is valuable to the visitor.
9. Put your call-to-action to work
Don’t always stick to the usual call-to-actions. Subscribe, sign up, buy, purchase, etc might work plain and simple, but as a SaaS product, you need to put every element of your landing page to work towards a conversion.
Use a copy that complements your value proposition and reinforces what the visitor will get by interacting or using your product. For instance, if your product helps visitors grow their email list, the CTA could read ‘grow your email list’.
10. Include a product videos
Videos are the best way to walk a visitor through what your product does or the value proposition of your business. It is like using storytelling to hook the visitor’s interest, keep him engaged and then move him towards conversion.
A short 30 seconds or up to a minute, can get the visitor to understand things quicker. Like we said before, visuals are processed much faster than any textual content. For example, like Dropbox.
11. Offer micro conversions instead
Yes, landing pages should have one goal – one type of conversion. But SaaS companies often suffer from lower conversion rates simply because their landing page visitors couldn’t understand what their product does.
Implementing an exit intent campaign, you can offer a quick demo of your SaaS product. This would help give the visitor an idea of what your business has to offer and put him on the conversion path instantly. The better he understands the value he gets from you, the more likely he becomes to turn into your customer.
For example, this demo campaign that gets triggered to hold back visitors leaving from the landing page.
SaaS product consumers are people who want solutions to their day to day concerns, but what they seek is something that is easy to implement. The more complicated your product looks to use, the less likely the visitor becomes to even try it.
So keep it simple and think about your customers while creating your landing page.