In the competitive SaaS industry, driving conversions is imperative for business growth. Even minor improvements in your conversion rates can result in dramatic revenue increases over time.
However, with the average conversion rate for SaaS trial signups lingering around 25%, there is enormous room for optimization.
The problem often lies in your landing pages. Confusing messaging, poor design, and friction during signup can cause visitors to bounce without converting.
Fortunately, you can convert your website traffic faster with a few evidence-backed landing page tweaks.
Optimization best practices can help you double your conversions overnight.
This guide will explore seven research-backed ways to transform your underperforming landing pages into powerful customer acquisition tools. Let’s dive in!
The first step to lifting conversions is to thoroughly audit your existing landing pages.
Without understanding precisely how your pages are failing visitors, any optimization attempts will be nothing more than guesswork.
You need to analyze every aspect of your pages, including:
Where are visitors spending the most time?
Where are visitors dropping off?
What page elements are they ignoring?
What’s causing confusion or hesitation?
These insights will help you prioritize the most impactful optimization opportunities.
These analytics tools can help you track visitor behavior, heatmaps, and click tracking to identify where visitors lose interest.
Run side-by-side comparisons of your landing pages versus competitors in the market. See what page elements your competition is using more effectively to capture visitor attention, communicate value and drive conversions.
For example, compare how prominently each company displays security badges, testimonials, value proposition messaging, visuals and demos.
Identify the gaps where competitors have an edge over your page design and content quality. Then start optimizing to bridge those gaps.
Don’t forget to check mobile load speeds and responsiveness across devices. With over 60% of website traffic now coming from mobile users, poor mobile UX results in masses of lost conversions.
Prioritize fixes like compressing images, removing unnecessary plugins, implementing Accelerated Mobile Pages (AMP) and optimizing checkout for thumb-friendly taps over precise clicks.
Compelling headlines are crucial for capturing attention and prompting visitors to read further. To drive action, your headlines need to instantly communicate the core value proposition of your SaaS.
Some effective formulas include:
- The Promise: “Account Dashboard That Helps You Understand Your Finances”
- Spell Out Benefits: “10 Ways Datahive Can Improve Your Sales Strategy”
- Target Keywords: “Aircall Phone Software for Support Teams”
- Compelling Stats: “Used by Over 50,000 Businesses To Increase ROI”
Always start headlines with the user benefit rather than generic superlatives like “best”, “innovative” or “groundbreaking.” Speak directly to the jobs visitors are trying to get done.
For example, customer support platform HelpCrunch used detailed benefits-focused headlines to lift conversion rates by 342%:
Notice their refined headlines clearly state who the product is for and what it helps them accomplish.
81% of buyers say they’re more likely to make a purchase based on social proof. When visitors see others have bought your SaaS and achieved real results, it builds crucial credibility and trust.
Prominently showcase compelling social proof like:
- Customer testimonials - Pull short, enthusiastic quotes from current users praising your product’s benefits.
- Case studies - Share specific use cases and the stellar outcomes customers obtained.
- Logos - Display recognizable brands using your SaaS to signal quality and authority.
- Press mentions - Being covered by media outlets like Forbes or TechCrunch can greatly bolster credibility.
Quiq’s homepage does an excellent job flaunting social proof, with logos, media mentions and testimonials above the fold:
The more types of social proof you can showcase, the more compelling your offering becomes to prospects.
People instinctively crave exclusivity. By making an offer seem rare or urgent, visitors will convert faster to avoid missing out.
Some of the most effective scarcity tactics for SaaS landing pages include:
Temporary discounts or trial extensions create actionable urgency to sign up before the deal expires. For example, Adespresso offers 33% off the first month for subscribers who join this week only.
Convey that stocks or availability of a particular offering are shrinking fast, so prospects need to act quickly before missing the chance. Hotjar accomplishes this by showing “Only X spots left this month” on their pricing page.
Subtly convey through messaging and social proof that your SaaS is in extremely high demand, further encouraging swift action to gain access.
For example, Metigy uses messaging like “Serving over 4,300 customers worldwide” and has a live counter showing active monthly site visitors.
Be careful not to overhype scarcity to an unrealistic extent though, as excessive hype can damage brand trust over time. Find a balance that drives urgency without crossing into “sleazy car salesman” territory.
Every single element on your landing pages should target the visitor’s core desires, pain points and use cases as closely as possible.
When a prospect lands on your page, they need to instantly recognize you offer a solution tailored exactly for them. Some tips:
Avoid generic claims about how “revolutionary” or “innovative” your technology is. Instead, focus messaging specifically around helping visitors extract more value from Facebook ads, automate their customer service workflows, etc.
Send traffic from LinkedIn to pages highlighting B2B use cases, while Instagram traffic goes to pages with relevant ecommerce examples. Tailor messaging to the interests typical of each referrer.
Visitors arriving via search ads containing “social media management” have different needs versus searches for “inventory reporting automation.” Show content that aligns with the keywords bringing traffic to your site.
Accountants have very different software needs than retail store managers, for example. Create dedicated flows and landing pages optimized to convert finance, healthcare, retail and other major customer subgroups.
According to Baymard Institute research, nearly 70% of online shopping carts are abandoned prior to purchase.
The #1 cause? A long, complex and confusing checkout process.
The exact same principle applies to SaaS free trial signups. If visitors have to click through numerous cumbersome steps to subscribe, masses will bounce before converting.
Some proven tactics to reduce landing page friction include:
Only collect essential user details upfront. Additional info can be gathered once the customer is within your sales funnel. Too many fields intimidates visitors and increases abandonment risk.
Allow visitors to sign up and access free trial resources before mandatory email or credit card registration. This extra flexibility captures more impulsive signups.
Let visitors use their Google, Facebook or Apple login to instantly access a free trial with one tap. Forcing visitors to manually create yet another account is highly discouraging.
Calls-to-action should be prominently positioned with high-contrast colors. Prioritize primary buttons over text links. Ensure buttons are formatted for easy tapping on mobile.
By identifying unnecessary hurdles in the signup process and smoothing out the path to conversion, you can capture many more visitors in your funnel.
Even if you implement all of the above optimization tips, don’t stop there.
To maximize landing page performance over the long-term, you need rigorous ongoing testing and improvement processes baked into your strategy.
Some key areas to focus ongoing experimentation include:
Try different layout configurations to determine ideal element placement based on visitor response. Test putting key CTAs in sidebars versus keeping them in the content flow for example.
Keep drafting and A/B testing alternative headings and value proposition statements. Identify terminology and messaging that best resonates with each target user subgroup.
Compare conversions for long paragraphs of text versus short bulleted lists, or static images versus dynamic video demos. Determine the multimedia combinations that best support user engagement and comprehension.
Show certain page elements only to repeat visitors, trigger exit intent popups for visitors scrolling down without converting, and serve different testimonial types based on lead source to increase relevance.
The possibilities for landing page experiments are endless. To determine what works, actually experiment! Monitor visitor behavior changes in response to each iteration.
Over time, let the data guide you towards incrementally higher converting landing experiences fine-tuned to prompt your ideal prospect actions.
Just remember that optimization is never “finished.” View it as an ongoing process to continuously lift your rates over time.
There you have it - seven research-backed ways to start winning more SaaS conversions through targeted landing page improvements.
While radically transforming your entire web presence may seem overwhelming, keep the focus on micro-conversions.
What tiny changes can you make this week to reduce one extra signup hurdle or convince just 2% more visitors?
Stack enough micro-conversion wins on top of each other, and soon you’ll witness the compounded revenue benefits of higher conversions.
Over to you now. Review your SaaS landing pages with fresh eyes and an optimization mindset. Identify areas where even marginal improvements could lift signups and sales. Then start testing your way to better conversion performance.
I hope you found this guide helpful! Please share any landing page optimization successes you unlock in the comments below.