How to construct an effective SaaS landing page.
Learn how to create a SaaS landing page that piques the interest of your visitors and encourages them to make a purchase.
One purpose exists for a SaaS landing page: transform visitors into customers’ potential.
In order to accomplish this, the landing page must quickly and clearly convey to visitors precisely what they desire to know.
There is no finish line when it comes to creating successful SaaS websites and landing pages. Your page must be continuously optimized based on testing results and performance.
Let’s look at the steps needed to make a good SaaS landing page.
Know your target market.
Ask yourself, “Who am I creating this page for?” before you begin designing and writing. Delivering more effective content, which in turn helps increase conversions, is made possible by having an understanding of your target audience’s needs, desires, and pain points.
Consider who you are speaking to. It’s possible that the features and benefits you highlight for users—those who use your SaaS product directly—are different from those you highlight for buyers. Additionally, the calls to action (CTAs) may vary. For instance, buyers may prefer a free trial while users may be interested in demonstrations or webinars.
It will be simpler to produce content that resonates with your target audience the more you know about them. Conversion rates will suffer if you use the same design and content for each persona.
Construct your SaaS landing page.
It’s time to set up your page once you know who you’re making it for, what features you need to highlight, and what your call to action will be. Include these elements on your landing page:
-A hero with a call to action.
-A section dedicated to product attributes.
-A section where social proof can be shown.
-A repetition of your request for action.
-A section with things like frequently asked questions to boost confidence.
Your first impression is of the hero. It needs to pique the interest of your target audience and pique their desire to read on. You only have a few seconds statistically to keep visitors on your site, so make sure the content in your hero is clear, concise, and eye-catching. Include a CTA that either induces FOMO or provides value, as well as a subheading that is focused on the feature.
Let’s say we are designing a landing page for a fictitious project management application: SuccessPM. In our hero section, we could use the following content:
Headline: Use a single app to manage successful projects. Subheading: All of your work is in one place with SuccessPM. On a single platform, manage tasks, timelines, chats, documents, and more.
CTA: Features of the product can be tested for free with SuccessPM (no credit card required).
Next, highlight product features that alleviate your audience’s problems and explain how these features accomplish this. Focus on specific features that clearly benefit your current target audience if your product is very complex. If you try to include everything, you run the risk of providing too much information to your visitors.
Take a look at our fictitious app from above. As a robust product management tool, the SuccessPM app has too many features to cover in a single landing page. Instead, we ought to concentrate on the features that alleviate our primary issue: combining the features of multiple apps into a single application. We could emphasize features like the app’s ability to integrate various chat platforms and document editors like Microsoft 365 and Google Drive.
Make sure to show your product in action whenever you use imagery. Demonstrate to your audience how your product solves problems, how it will delight them, and how it works.
Your audience will begin to trust you if you use social proof. Visitors gain confidence in your product’s and your company’s services and solutions when they see positive results and case studies. When gathering success stories and testimonials, focus on those that resonate with your target audience. When visitors feel represented in the testimonials, they are more likely to make a purchase.
The “call to action.”
There should only be one conversion goal on a landing page—a task for the visitor to complete. We include this call to action in the landing page hero, but you should also repeat the CTA button below the fold after visitors have looked at your page and product for some time. Without having to scroll all the way to the top of the page, this gives your audience a second chance to make a purchase, lowering visitor friction.
Your CTA’s wording can be slightly different from the original, but the goal must remain the same. In the hero of our SuccessPM landing page, we offered a free trial, which we should reiterate below. However, we could replace “Try SuccessPM today” with “Start your free trial” for this CTA.
If a visitor has reached this point on the page, it is likely that they are interested in your product. Maybe all they need is a little push. Your audience’s confidence and trust in your product can be strengthened in this final section of your landing page. FAQs for your target audience and competitor comparison charts highlighting your product’s advantages are two great additions.
SaaS landing pages never truly “finish” their work. It is time to evaluate your page’s performance after it has been published.
Beginning with metrics like:
-Rate of conversion: proportion of visitors who respond to your CTA or complete your signup form.
-Return rate: percentage of visitors who left your page after landing there.
-Page duration: how long visitors typically stay on your page.
-Depth of scroll: how much further down the page the typical user scrolls.
Weekly analysis of your page’s analytics is recommended. You will get a good idea of how well the page is working and what needs to be improved from this. After that, you can make well-informed adjustments to the content, layout, and design using this information.
Rework a section, for instance, if users appear to bounce at a certain scroll depth to encourage continued scrolling. Your hero and unique selling point probably need some tweaking if your page has a high first-time bounce rate. Perform A/B tests to see if these changes improve your page metrics by concentrating on a single area at a time.
Keep in mind that your SaaS landing page isn’t working for you if it doesn’t convert. You can stay on top of results and make better decisions about landing page changes by measuring performance on a regular basis.
Consider the advantages.
The success of your page is significantly influenced by your voice and tone. In point of fact, research demonstrates that using straightforward content and evoking positive feelings (such as joy and anticipation as opposed to anxiety and pessimism) can actually boost conversion rates. While it is essential to target your audience’s pain points, your copy should instead emphasize the benefits and solutions of your product rather than reiterating their discomfort.
Take a look at these two headlines:
The first headline reads like a warning: “Stop wasting time managing multiple apps” and “Manage successful projects in one app.” It creates a negative atmosphere for the remainder of your page and elicits anger and frustration. The second headline, on the other hand, depicts a desirable future state and uses positive language.
Time, research, and constant optimization are required to create a successful SaaS landing page. Make sure you really know your audience and create content that addresses their wants, needs, and aspirations.